Sir Bob Geldof spoke about his views on Havas Media Group's Meaningful Brands results this year at the Havas Cafe at the Festival of Creativity in Cannes: he opened with a stark warning for business and the advertising industry

"This is not just a crisis within the system, it's a crisis of the system."

He had a warning for business to listen to the results and make sure they take heed of five years of research into the changing landscape that businesses now face.

He started his debate speaking about the importance of trust and how this trust has been largely broken. He then went on to give his unique perspective on the results of Meaningful Brands 2013 and the five years of work that Havas Media has invested into this area.

"You have to take seriously what the report says and to rebuild the trust that's been broken."

Everything we have taken for granted up to now is finished. We have to re-learn the way we do business, the way that businesses operate.