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

agency Cannes Lions 2016 Community summer campaign theloop.com.au

Latest News

Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp
  • Technology

Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp

The ACCC has said it is monitoring Apple and Facebook’s market dominance in online dominance, after a new report found Australians are “overwhelmingly” choosing these platforms. The competition watchdog has today released the first Digital Platform Services Inquiry interim report, which found the use of messaging platforms has “grown significantly” in response to the pandemic. […]

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Freelancers Marketplace Fiverr Appoints Bohemia For TV And BVOD In Australia
  • Advertising

Freelancers Marketplace Fiverr Appoints Bohemia For TV And BVOD In Australia

Freelancing marketplace Fiverr has appointed Bohemia, part of the M&C Saatchi Group, to handle its media in Australia launching with TV and BVOD. The partnership signals a time of significant growth for the platform, having reported 2.8 million customers to have bought a wide range of services from freelancers across more than 160 countries in […]

Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Jaguar Land Rover Appoints Haystac As PR Agency Of Record
  • Advertising

Jaguar Land Rover Appoints Haystac As PR Agency Of Record

Jaguar Land Rover Australia has appointed social relations agency, Haystac, as its PR agency of record following a competitive pitch process earlier this year. Haystac, part of the BWM Dentsu Group, will deliver a comprehensive portfolio of services including trade and lifestyle PR, content creation, ambassador management and influencer engagement. Haystac joins its dentsu network […]

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

How Human Centred Design Can Help Define Brand Experiences
  • Opinion

How Human Centred Design Can Help Define Brand Experiences

Here, McCann Australia chief strategy officer, Simon McCrudden (main photo) and SMART managing partner, Bob Price (pictured below) converse on human centred design, its role in our new world and whether we’re truly taking advantage of the impact putting people at the centre of our work has…. Human Centred Design. It’s become part of marketing […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.