92%
StatBrand Strategy
92% of chaos-winning campaigns carried brand-building objectives
Chaos Advantage work is strategic, not tactical: of 118 qualifying Cannes Lions campaigns (2023-2026), 92% had brand-building objectives - most commonly building equity (67%) and raising awareness (65%) - while seasonal activity (13%), brand relaunches (5%) and internal marketing (3%) barely feature.
Source
Contagious x FleishmanHillard - The Chaos Advantage (2026) (2026)
Alex Jenkins (Contagious), Ellie Tuck (FleishmanHillard); research: TRUE Global Intelligence + LIONS Advisory
p. 21, Cannes Lions Creative Effectiveness & Creative Strategy winners 2023-2026
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