Cannes Lions 2016: The View Of A 25-Year-Old Aussie First Timer!

Cannes Lions 2016: The View Of A 25-Year-Old Aussie First Timer!
SHARE
THIS



Ryan Manning (pictured below), MediaCom’s 25-year-old content distribution director, has just spent a week in Cannes. Here’s his take on the week’s best bits, the outtakes and the highlights..

Technology:

I was lucky enough to be sent to Cannes Lions this year. My first time to travel to the Riviera, I had no idea what to expect. I was totally blown away, beyond the rosé and tiny dogs (they really are tiny), it was the most inspirational week of my career.

4

Cannes for me felt more like a tech conference than a marketing one at times. I loved this and learnt so much about new ways to connect with audiences through technology.

There seemed to be a clear division between the people that loved this and people that hated it. I have seen lots of reviews and opinion pieces (typically from people who have been in the industry for a long time) that this festival is less and less about marketing and creativity. I personally loved that the tech was on display, creativity through technology is one of the most exciting opportunities for agencies and brands.

AI

Artificial Intelligence is starting to break through and is the topic of a large number of the more forward thinking discussions. I just purchased an Amazon Echo that will sit in the middle of our content team and this is why:

AI will be more intelligent than humans by 2040. Because of this AI will have more impact on purchase decision than any other touch point:

  • “Alexa, where should I stay when I go to Cannes?”
  • “Alexa, can you book my flights back to Australia please?”

AI will be have a drastic impact to the way we search for information. If you and your brands don’t understand it, how can you use it? Go and buy one.. Your business probably spends thousands on training, how about $200 on the future of search?

IOT

The Internet Of Things was a hot topic at Cannes this year, we are yet to see too many executions winning awards but the IOT is on the radar of the most inspirational people in the industry. The evolution of the Internet Of Things looks to become the Internet Of Me. This concept of a connected and hyper-personalised ecosystem of digital and physical things brings with it the ultimate opportunity in one-to-one brand communication.

VR

VR was just as massive as I expected it to be. Loads of award winning work, and loads of discussion.

I love virtual reality and I really believe in it. There has been mixed sentiment about the technology’s future, but given the massive investment businesses such as Facebook, Google and Samsung have made, I think it has a very bright future. Some of the most exciting VR I experienced was:

  • The Samsung VR roller coaster – Taking the VR world and combining it with a physical experience to match takes this technology to the next level.
  • The New York Times took away the Grand Prix in the innovation and storytelling category for their VR experience The Displaced.

  • Field trip to Mars – VR experience with no goggles!

Tension

Sitting in the airport waiting for my flight, I felt that whilst there is a strong feeling of optimism and opportunity in our industry currently, there is also a fair amount of uncertainty that goes with it. These were the topics in my mind that left most people divided at Cannes

Programmatic & Data

It became quite clear that there is a battle of the yachts in Cannes. This year there were about 20 adtech Yachts Vs News and Daily Mail in their mega yachts at the end. This war of traditional media vs adtech was a real theme throughout the festival.

Programmatic in particular was a bloody battlefield, everyone loves the technology but there is vast difference of opinion as to how powerful it really is. My core takeout was that the technology is awesome, you can reach people like never before but you still need to talk to people. Sell to robots, talk to people.

Data was another hot topic, there were many facets to the data battle including measurement, quality control and data sources but the topic that caused the most conversation was data and creativity. For me it is clear that the creative process needs to be revolutionised to utilise the wealth of information we now have available. Creatives are worried and I don’t blame them, we need to use data to power creativity not prevent it.

Curation Vs Algorithms

A number of very interesting talks spoke about how people access content and the way it is changing. Traditional forms of content discovery such as newspapers and magazines went head to head with algorithmic discovery such as search and social.

Flipbook CEO Mike McCue took a strong stance on this with his core argument revolving around the art of curation and showing people things they may have never considered looking at.

My opinion is that curation and algorthims can live side by side. It’s the individual’s intent and state of mind that should define which takes dominance. I felt this topic to be very important, as we move into a world of content overload, how do we know what to show who?

Ad Blocking – The Elephant In The Room

I expected that this festival would be used as a forum to try and combat the impact of ad blocking across the industry. I might have missed the wrong talks but I felt like it was a bit taboo.

If we are going to stop people blocking ads, here are three things I think the industry needs to do.

  1. Talk about it – use these events to work together and fix it.
  2. Share the responsibility – brands need to have confidence in content, agencies need to make better ads, and publishers need to say no to bad ones!
  3. Tell people we are doing something – explain to people they don’t need to block ads anymore.

People block ads because the ads are annoying – let’s just make them better?

Stay tuned for Ryan’s second Cannes instalment on B&T tomorrow…

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]