I’m writing this week’s column from a beach in Cannes, where I’m attending the Cannes Lions Festival of Creativity. If you’ve never heard of it, think of it as the Oscars of the advertising and marketing world — where the most creative campaigns on the planet are celebrated.

Or, alternatively, as Ben Smith, the founder of this publication, puts it: “It’s where a bunch of creatives down tools for the best part of a week, go to the South of France, and drink rosé with their mates.”

It’s not the kind of event where you’ll bump into many internal communicators. There is a new Employee Engagement category this year, but I’ve yet to see any actual Lions awarded in it. So, why am I here?

I’m here because I mentor young marketing and PR students, and this is a brilliant opportunity to help them soak up the best of global creativity. I also use it as a chance to step outside the internal comms bubble, learn from another discipline, and bring fresh thinking back to my work.

While much of the spotlight is on chief marketing officers, agency creatives, and tech giants, there’s a lot internal communicators can learn, especially when it comes to how we approach creativity.

The most powerful work I’ve seen this week had a few things in common: it appealed to emotion, the storytelling was simple and the execution was clear and memorable.

And that’s the lesson. Our internal audiences are the same people who are moved by tear-jerking Christmas ads and clever brand campaigns. Like marketers, we need our messages to cut through the noise, build trust, create emotional connection and be crystal clear. Neuroscience tells us we feel before we think. If we want our messages to land and stick we need to connect with hearts as well as minds.

I know what you’re thinking; how on earth do I find time to be creative when I’m drowning in deadlines and BAU comms?

Here are five ways to spark creativity in your internal comms even when you’re busy:

1. Notice when your best ideas come. Is it in the shower? On a dog walk? Pay attention to what frees your thinking then make space for it.

2. Change your scenery. You may not be able to hop over to the South of France, but you can switch desks, try a new café, or hold a walking meeting. I’ve started having meetings in art galleries.

3. Go for a walk. Step away from your screen and let your mind wander in nature. Studies show natural environments help boost focus and creative thinking.

4. Listen to your colleagues. Some of the best creative ideas come from real conversations. Stories, language, and metaphors from your team can spark compelling campaigns that resonate.

5. Deconstruct great work. When you see a campaign you love, ask: What makes this work? And how can I adapt that idea to my own context?

Creativity isn’t the sole domain of marketing, it's a mindset we can all embrace to solve problems, tell better stories, and connect more meaningfully with our people.

Sante.