Why was China a no-show at the Cannes Lions Festival of Creativity this year? Is it the quality of the work, or is it because China is no longer interested in participating on the global stage? We talk to 2 people who have just come back from Cannes Lions, and they give us their unique perspective. Our guests today are Robert Sawatzky, Asia Editor Director at Campaign Asia, a part of Haymarket Media. Robert's work has been showcased across various platforms, from CNN to Campaign UK, highlighting his significant influence in the media landscape. Joining Robert, we have Rogier Bikker; Rogier moved to China at the young age of 21 and has made his mark on the digital sector in China over the past 15 years. Known for pushing creative boundaries and winning medals at the Campaign Agency of the Year shows, he sold his agency TOMORROW to S4 Capital's MediaMonks and is now the Managing Director of Greater China. 1. Are awards shows still important? Do they translate to business results? 2. What were your high and low points of Cannes? 3. Cannes is still the "World Cup" of the industry and sets the bar for the industry's best. 4. Why didn't China show up? Only 1% of the submissions from China 5. Is Cannes now becoming a tech show? 6. Cannes is still under-represented by young creatives who can be inspired by the show. 7. Is it because Global doesn't understand Chinese creativity, or the creativity is too executional? 8. Was any cool AI stuff, or was it in the work? 9. What was your favorite campaign of this show? 10. Is China's global conundrum about framing China's innovation for a global audience? 11. A/B Test: Awesome or Average? Of Course, Awesome!