I was very excited heading to Cannes 2013. As I pack my suitcase to head back to Sydney, I'm even more excited.
I don't remember a time in our industry when young creative entrepreneurs have been more at the forefront of marketing.
The ordered approach to marketing we all know from the past few decades, the approach we all understood to be the correct way is crashing down around us. It was so evident in Cannes throughout the week.
Media is going through the ringer. Research is going through the ringer. Strategy is going through the ringer. And Creativity is thriving. The young creative entrepreneurs up on stage at the talks and the seminars spoke with conviction and were wide eyed about the future.
The older speakers from the old marketing world often appeared like rabbits caught in the headlights. Whether it be the boss of a big corporate organisation or the boss of a big agency, I somehow got the vibe they were merely warning us about the changing approach to marketing, rather than actually being part of it.
It's always more interesting to hear from the creator of something. The person who made something. Not the person who was there when it was made.
Around the world, technology is allowing young creative entrepreneurs to make more ideas, deliver them quicker to market and use real live testing. So instead of "here's what the future looks like" the Cannes festival was much more "look what I made".
Cannes did not feel like an ad festival. If felt like an ideas festival. A place where young creative entrepreneurs could come and share creative stuff. There was a 'Move over Grandad, you ain't getting this shit'feeling in the air.
It confirmed what I already thought; that the marketing world would be a better place without all the marketing bullshit. A better place if we were all brave enough to accept what marketing really is – a simple creative idea to make people love your product.
If I'm going to take one thing away from Cannes it's going to be this; we are in the age of making ideas, not talking just talking about them. As a creative, that is unbelievably exciting.
Kevin Macmillan is founder and creative partner at The Works Sydney