{"id":963,"date":"2024-06-10T15:06:00","date_gmt":"2024-06-10T15:06:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/robin-lickliter-aw360-podcast\/"},"modified":"2026-05-18T14:44:27","modified_gmt":"2026-05-18T14:44:27","slug":"robin-lickliter-aw360-podcast","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/robin-lickliter-aw360-podcast\/","title":{"rendered":"Sparks CXO Robin Lickliter Talks Trends and Cannes Lions with AW360 Podcast"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p dir=\"ltr\">In a <a href=\"https:\/\/open.spotify.com\/episode\/7AuDgNoKc8MOkrRkdlW4fS?si=DagADm5JSv-vUIW8bozqLA&amp;nd=1&amp;dlsi=e288752da7c540c3\">recent episode<\/a> of <a href=\"https:\/\/advertisingweek.com\/podcast-aw360\/\">Advertising Week\u2019s AW360 podcast<\/a>, Sparks\u2019 Chief Experience Officer Robin Lickliter shares her professional insight on experiential marketing trends, as well as her thoughts and predictions on the upcoming <a href=\"https:\/\/www.canneslions.com\/\">Cannes Lions International Festival of Creativity<\/a>. The AW360 podcast highlights key innovators of the marketing industry, so it\u2019s no surprise that Lickliter is this week\u2019s featured guest. <\/p>\n<p dir=\"ltr\">At Sparks, Lickliter is responsible for the overview of the strategy, sponsorship, event production and execution teams, managing a total of about 275 people. The level of variety in the work as well as the ever-changing nature of the industry is what keeps Lickliter coming back, as she finds these aspects of experiential marketing the most exciting and rewarding. <\/p>\n<h3><strong>Cannes Lions 2024<\/strong><\/h3>\n<p dir=\"ltr\">Cannes Lions is a highly anticipated and prestigious award, networking and leadership-focused celebration of marketing, communications and creativity. This year, Sparks will be attending the festival held annually in Cannes, France for the second time. <\/p>\n<p dir=\"ltr\">Lickliter tells AW360 that this year, she is most excited about the introduction of new award categories such as Lions Creators and Humor, as well as the return of sports and the continuous integration of AI technology. Lickliter emphasizes both the importance of celebrating creators and the inclusion of joy and humanity in marketing. Successful marketing is all about making a connection, so authenticity is essential. <br><\/p>\n<h3><strong>Predictions<\/strong><\/h3>\n<p dir=\"ltr\">Take her word for it\u2026here are campaigns Lickliter predicts will perform well this year.<br><\/p>\n<ol><li>Lickliter describes <a href=\"https:\/\/www.youtube.com\/watch?v=wYPTZIFQoDQ\">Google\u2019s Guided Frame<\/a> as a strong example of an ad that demonstrates the humanization of technology. As demonstrated in their Super Bowl commercial, this product helps the low-visioned take photos by providing auditory instructions.<br><br><\/li><li><a href=\"https:\/\/time.com\/6295047\/viral-france-advertisement-soccer-gender-orange\/\">France Telecom\u2019s Orange<\/a> is a campaign that puts the heads of male stars onto female bodies, boldly emphasizing that women\u2019s skills in sports are equal to men\u2019s. This campaign has already won awards and currently has nominations at Cannes in both the Good and Titanium categories.<br><br><\/li><li>Finally, <a href=\"https:\/\/www.dove.com\/us\/en\/stories\/campaigns\/keep-beauty-real.html\">The Dove Code<\/a> campaign challenges AI\u2019s impact on human body image and self-worth by advocating for true, authentic beauty without the overlay of technology. Lickliter determines this message to be crucial as the world of technology advances.<\/li><\/ol>\n<h3><strong>Sparks at Cannes<\/strong><\/h3>\n<p dir=\"ltr\">To emphasize how \u201cauthenticity, empathy and generosity\u201d are essential to effective marketing, Sparks is partnering with <a href=\"https:\/\/www.upworthy.com\/\">Upworthy<\/a> at this year\u2019s festival for <a href=\"https:\/\/www.thecmodinnerseries.com\/\">\u201cThe Happiest Hour\u201d event<\/a>. This event is a spin-off of the CMO Dinner Series in which Upworthy takes the stage with other high-level marketers like <a href=\"https:\/\/www.google.com\/\">Google<\/a>, <a href=\"https:\/\/www.invisalign.com\/\">Invisalign<\/a>, <a href=\"https:\/\/www.elfbeauty.com\/\">e.l.f. Beauty<\/a>, <a href=\"https:\/\/www.cerave.com\/\">CeraVe<\/a>, and <a href=\"https:\/\/www.mastercard.us\/en-us.html\">Mastercard<\/a> to highlight the importance of generous brand messages in advertising and marketing. Sparks is extremely excited to bring this project to Cannes this year.<br><br>For more details or to join in on The Happiest Hour event, check out <a href=\"http:\/\/thecmodinnerseries.com\">thecmodinnerseries.com<\/a>.<\/p><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>In a recent episode of Advertising Week\u2019s AW360 podcast, Sparks\u2019 Chief Experience Officer Robin Lickliter shares her professional insight on experiential marketing trends, as well as her thoughts and predictions on the upcoming Cannes Lions International Festival of Creativity. The AW360 podcast highlights key innovators of the marketing industry, so it\u2019s no surprise that Lickliter [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2310,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sparks CXO Robin Lickliter Talks Trends and Cannes Lions with AW360 Podcast - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/robin-lickliter-aw360-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sparks CXO Robin Lickliter Talks Trends and Cannes Lions with AW360 Podcast - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"In a recent episode of Advertising Week\u2019s AW360 podcast, Sparks\u2019 Chief Experience Officer Robin Lickliter shares her professional insight on experiential marketing trends, as well as her thoughts and predictions on the upcoming Cannes Lions International Festival of Creativity. The AW360 podcast highlights key innovators of the marketing industry, so it\u2019s no surprise that Lickliter [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thefreemancompany.com\/sparks\/robin-lickliter-aw360-podcast\/\" \/>\n<meta property=\"og:site_name\" content=\"Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-10T15:06:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-18T14:44:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/robin-lickliter-aw360-podcast-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sparks Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sparks Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/\"},\"author\":{\"name\":\"Sparks Marketing\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#\\\/schema\\\/person\\\/c0d0fcac986d737fbd47359ef7086f4f\"},\"headline\":\"Sparks CXO Robin Lickliter Talks Trends and Cannes Lions with AW360 Podcast\",\"datePublished\":\"2024-06-10T15:06:00+00:00\",\"dateModified\":\"2026-05-18T14:44:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/\"},\"wordCount\":477,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/wp-content\\\/uploads\\\/sites\\\/10\\\/2026\\\/05\\\/robin-lickliter-aw360-podcast-2.png\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/\",\"url\":\"https:\\\/\\\/www.thefreemancompany.com\\\/sparks\\\/robin-lickliter-aw360-podcast\\\/\",\"name\":\"Sparks CXO Robin Lickliter Talks Trends and Cannes Lions with AW360 Podcast - 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