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The Talk at Cannes: Day Four

The Talk at Cannes: Day Four

Stéphane Mailhiot

Stéphane Mailhiot

June 21, 2018

Google talks creativity, diversity remains center stage, and brand POV on social media.

Today’s three big ideas from the Cannes Lions.

 

1. THE TENSION BETWEEN DATA AND CREATIVITY

Now that agencies are focusing more and more on data and technology, some major players in the data world are widening their offerings to include creativity. Yes, consultant firms are very present and active at Cannes, but tech players are also pleading for more creativity in their portfolio of tech tools.

During the conference session “What Creativity Can Do”, Steve Vranakis, Executive Creative Director and Robert Wong, Vice President, both from Google Creative Lab, presented numerous cases where different Google tools and platforms were used in creative ways. They also presented their redesign approach and urged the audience to focus more on human needs and aspirations. To quote, “Nobody knows what the future will look like, but they sure will when you’re done drawing it.”

 

2. THE DIVERSITY ISSUE IS ON EVERY STAGE

Diversity is the issue of the year in our industry. This year at Cannes, it’s not only the subject of a handful of conferences and panels, it’s also the underlying topic of many other talks. The question of gender and racial diversity—in agencies, in the client’s marketing team, on air—is on everyone’s lips.

This necessary discussion is key for our industry, because we need to continuously offer our clients a different creative angle on their business problems. Agencies have always been more diverse than their clients, and it is our collective responsibility to make sure that we maintain a broader point of view and an openness to new ideas. Diversity is not only a good business strategy (because diverse teams generate better work), but it’s also a great way to maintain our creative lead over new competitors.

 

3. BRANDS ARE TAKING SOCIAL STANDS ON POLARIZING ISSUES

Trying to be everything for everyone has always led to uninspiring and “beige” creative. As more companies jump into social-oriented marketing, we are observing, first hand, the way brands can become agents for positive social change. This crop of creative pieces addresses LGBTQA+ equal rights (specifically regarding same-sex marriage) and protecting animals.

The cause that we should keep on our radar on for years to come is our attention, or lack thereof, in the ever-distracted era of smartphones and social media.

Today’s three big ideas from the Cannes Lions.

 

1. THE TENSION BETWEEN DATA AND CREATIVITY

Now that agencies are focusing more and more on data and technology, some major players in the data world are widening their offerings to include creativity. Yes, consultant firms are very present and active at Cannes, but tech players are also pleading for more creativity in their portfolio of tech tools.

During the conference session “What Creativity Can Do”, Steve Vranakis, Executive Creative Director and Robert Wong, Vice President, both from Google Creative Lab, presented numerous cases where different Google tools and platforms were used in creative ways. They also presented their redesign approach and urged the audience to focus more on human needs and aspirations. To quote, “Nobody knows what the future will look like, but they sure will when you’re done drawing it.”

 

2. THE DIVERSITY ISSUE IS ON EVERY STAGE

Diversity is the issue of the year in our industry. This year at Cannes, it’s not only the subject of a handful of conferences and panels, it’s also the underlying topic of many other talks. The question of gender and racial diversity—in agencies, in the client’s marketing team, on air—is on everyone’s lips.

This necessary discussion is key for our industry, because we need to continuously offer our clients a different creative angle on their business problems. Agencies have always been more diverse than their clients, and it is our collective responsibility to make sure that we maintain a broader point of view and an openness to new ideas. Diversity is not only a good business strategy (because diverse teams generate better work), but it’s also a great way to maintain our creative lead over new competitors.

 

3. BRANDS ARE TAKING SOCIAL STANDS ON POLARIZING ISSUES

Trying to be everything for everyone has always led to uninspiring and “beige” creative. As more companies jump into social-oriented marketing, we are observing, first hand, the way brands can become agents for positive social change. This crop of creative pieces addresses LGBTQA+ equal rights (specifically regarding same-sex marriage) and protecting animals.

The cause that we should keep on our radar on for years to come is our attention, or lack thereof, in the ever-distracted era of smartphones and social media.

Stéphane Mailhiot is SVP and Head of Strategy at Havas Montréal

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