Cannes Lions is the annual jamboree that happens for the global advertising fraternity but there is a clarion call for creative effectiveness- understand more about it in this issue. Brand positioning made iconic by Al Ries and Jack Trout is coming under the lens- we talk about it in the feature ‘ From Cult To Culture ‘. AaaS is the next go to for the Automobile sector- Automobile As A Service and it will be driven by Subscriptions not gimmicks. The debate continues on the virtual and the real and the increasing emergence of ‘ Digital Empathy ‘- we ask can virtual interactions make lasting, meaningful connections? If you are mapping the metaverse, we articulate the four concepts that business leaders must focus on.