SXSW 2019: Take A Sip From The Fire Hydrant Of The Future

SXSW 2019: Take A Sip From The Fire Hydrant Of The Future
SHARE
THIS



In this guest post, Channelzero’s head of strategy, Dan Machen (pictured below), is packing his bags for the annual SXSW love-in in Texas. Here, he predicts what he thinks will be 2019’s overriding themes…

Not long now till I head off to South by Southwest – the world’s largest creative, tech and innovation conference in Austin, Texas. With 1,000s of talks by famous speakers, getting your head round SXSW is like taking a sip from a fire hydrant. Along with heaps of kit chargers, IV drips and joggers, you have to go pre-armed with a view on content, or you won’t be able to see past the FOMO.

0

As the smoke starts to rise from Texas BBQs and this year’s festival, what does the future frontier have instore for marketing, brands and advertising? Are we going to see a course correction back to future optimism, or will the smoke of post digital distrust continue to cloud the debate?

Let me be your guide…

When he infamously ‘inhaled’ on the Joe Rogan Experience, Elon Musk (main photo) created the perfect visual metaphor for SXSW 2019 – involved as he is in open AI, transport and space. “Tech meets cannabusiness” has a heady whiff of key themes for SXSW 2019.

Taking the pulse of the ‘Panelpicker’ sessions is good way to get a lens on what’s bubbling up – as it’s voted for by the public it’s the most democratic reflection of the key areas of interest. And the nominees are… 

Fake

…is one of the words that has become more prevalent in our society in the last 24 months. Talks on this topic have more than doubled in submissions 2018 vs. 2019. While platforms seem to wrestle ineffectively with this issue, it’s increasingly front and centre as a govn., marketing and consumer concern.

Privacy

Issues around privacy are linked to fake messaging. The word “privacy” has had a 289 per cent increase in talk submissions 2018 to 2019. This reflects how that continued use and abuse of personal data by brands and state actors should remain at the front of debate. (Much as Facebook wants it to go away.)

‘Cannabusiness’

Given legit Cannabusiness is predicted to be worth $150m by 2025, we can’t ignore it. 2019 sees a ten-fold increase in talks on this topic. Given tech distractions drop your working IQ by 10 points – more than being stoned – perhaps there is an inevitable cross over in Austin.

AI
The 2019 Panelpicker includes 379 proposals that include the term “AI” in the title – an increase of a third. AI remains a key topic as it enables the EQ of algorithms and automation. Given these are the future levers of automation for marketing, I’ll be looking at this closely.

Robots

Austin is all about dat WEIRD, so it would be remiss to ignore the rise of the robot. From science fiction to future science, fascination with our binary butlers is increasing in tandem with AI. 2019 sees a three-fold increase in talks on this topic.

I agree with Mark Ritson’s recent article that we have to move into a post digital perspective to realign on what we really want from the marketing opportunities dangled by algorithms, AI and automation. But to get this right, we need to take a proper look at how art meets science to manage marketing with machines and realign around the promise of a post-digital renaissance, less clouded by distrust.

Stay tuned to follow my findings…

 

 

Please login with linkedin to comment

channelzero Dan Machen SXSW

Latest News

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]