Croisette: 29°C, ☀ Glorious●Champagne flowing: 14,204 L/hr●Yachts in port: 82 large / 14 mega●Lions awarded: 142●Wristbands lost: 3,011●LinkedIn humblebrags: 41,902●Your absence: noted & mocked●Magnums of Whispering Angel: depleted●Espressos at $24: still ordered●
Croisette: 29°C, ☀ Glorious●Champagne flowing: 14,204 L/hr●Yachts in port: 82 large / 14 mega●Lions awarded: 142●Wristbands lost: 3,011●LinkedIn humblebrags: 41,902●Your absence: noted & mocked●Magnums of Whispering Angel: depleted●Espressos at $24: still ordered●

Cannes Lions · 2014 · Receipt

Terry Kawaja called it.

Verdict: Right
“Paraphrase: Fragmentation happens, so get used to it.”
— Terry Kawaja, Cannes Lions 2014

What actually happened

Fragmentation continued exactly as Kawaja predicted: the LUMAscapes kept growing (martech alone hit 14,106 logos in 2024), and the consolidation buyers were told to stop waiting for never arrived at the long-tail level.

Verdict tracked by We've Got Receipts

Read the full receipt →

Pundit page: wevegotreceipts.com/pundits/terry-kawaja