Thank you creativity.
It’s the clear theme of the 2016 Cannes Lions Festival. And it’s also what you can’t help but feel when you walk inside the Palais or stroll down the Croisette.
No one deserves that thanks more than Spotify’s Daniel who personifies creativity. His passion for innovation has helped Spotify become one of the world’s largest streaming platforms and he is not stopping there.
Video and data are two of the most prominent trends at Cannes – both of which Ek was quick to point out Spotify has in abundance and will look for innovative ways to good use. Spotify’s deep insights into who is listening to what, when and where has impacted every facet of the music business. Bands like Metallica are analyzing what songs are most listened to in each city on their tour to determine what their playlist will be for that particular show.
Creativity has also found its way into the American presidential race. Creativity on the Stump, a panel that featured PR players and writers from Politico, looked at the campaigns of Bernie Sanders, Hillary Clinton and Donald Trump. In a “one-minute” news cycle, Trump’s unorthodox but authentic approach, especially on Twitter, is rewriting political campaigns. Not lost though was Sander’s more traditional TV spot “America.” Borrowing its soundtrack from Simon and Garfunkel, the comparably long (.60) spot demonstrates that even in an age of social media, the power of creative television advertising is very much alive and well. That ad notwithstanding, Politico’s editor in chief, John Harris, did proclaim that Donald Trump might be a better marketer than most everyone in Cannes.
While creativity is essential to winning Lions it’s vital to attracting and winning new business. Flanking the Palais are rows of cabanas where the likes of tech startup Luma hand out cans of oxygen to passersby and host clients and prospects for meetings looking out towards the Mediterranean. Beyond the Palais are rows of yachts where agencies and their partners like SteelHouse and the Daily Mail have taken up residence for the week hosting clients. On land, SteelHouse’s CEO Mark Douglas looks to discuss how technology is making creativity more intelligent. He’ll be speaking alongside Jose Molla, Founder & co-chief creative officer at The Community and Peter Horst, Chief Marketing Officer for The Hershey Company. Global media agency, MEC has taken imaginative marketing to a whole new level with their welcoming presence at the Carlton Hotel. Throughout the week, MEC plays host to a number of sessions including Breaking the Band which looks at how MEC Wavemaker, its content specialist arm, helped uncover an aspiring new brand.
Other themes throughout the week remain centered on technology, the blurred lines between agencies and brands and the merits of the work being shown in the Palais. Cannes celebrates all the rapid fire changes in our industry, but holds paramount the one unchanging element that separates the best work from the ad clutter: creativity. That will never change.
Last Friday, Carbone Smolan Agency’s Partner and Design Director Paul Pierson took a moment to talk with DGC during PDN’s PhotoPlus Conference and Expo. He was onsite to discuss the role mobile technology is playing in the photography industry, touching on everything from the best apps on the market to the way brands can create magic with mobile innovation. In addition, he unveiled the agency’s latest initiative – Canon Idea Mine – an app developed for Canon and the Canon Digital Learning Center set to help inspire creativity with photographers (and fill an app need in the sector) before the holidays.
Take a look and let us know how mobile technology is transforming your industry.
It happens to all of us. We’re on our way out the door to work and Matt Lauer announces a Breaking News report “coming up next.” We’re on a business trip to Tulsa, Oklahoma when the Giants are playing the Jets. We’re on a road trip with the kids and are one of those families without TV’s in the headrests.
These days, consumers have a device for everything. So why is it that they don’t have a devise for receiving high-quality, live TV, on the go?
At this year’s Advertising Week, Abby Auerbach, EVP & CMO of TVB moderated a panel which featured some of the top names in Mobile Digital Television including; Erik Moreno, SVP Corp Development, Fox Networks Group; Co-GM, Mobile Content Venture, Anne Schelle, Executive Director, Open Mobile Video Coalition and Jeff Minsky, Director Emerging Media, OMD Ignition Factory.
Turns out Mobile Digital Television, via the Dyle app, is poised to make its first major consumer push next year- offering consumers in 32 cities nationwide free, over the air TV directly to their tablets and mobile devices.
So what does this mean for advertisers and marketers? Extended reach and frequency – MDTV allows for an extension of the viewing day- on average consumers increased their daily live TV viewing by 38%.
Here are some of the key takeaways:
- Daytime is the new primetime when it comes to MDTV- Consumers loved watching different types of programming during the day, especially local news
- Consumers were watching live TV at new and different locations – at work during their lunch break, at idle moments waiting on line at the checkout or the doctor’s office
- Moms enjoyed passing a mobile phone or tablet to kids en route to school or running errands
- Consumers were staying in-tune with breaking news and weather
Watch Abby Auerbach offer a recap of the panel here.