Cannes 2016 – CANNESdidates Wrap Up: Part 2
So for the final part of our Cannes Festival of Creativity 2016 CANNESdidates wrap up…
IT IS TIME TO CHANGE THE WAY WE WORK WITH CLIENTS AND OTHER AGENCIES
Al Moseley from 180Amsterdam spoke about moving from the imperialist model to the Roman orgy. Sounds very saucy but it posed a lot of truth. Currently, competing agencies in front of the client are like gladiators fighting in front of an Emperor. They are constantly fighting their corner and waiting for approval. All too often the consumer gets forgotten in this process as well as keeping track of the bigger picture. We need to be reminded that the real Emperors are the consumers and they are the ones to please.
Agencies and clients should move to a more collaborative Roman Orgy model where everybody has clear ambition, knows the rules, trusts each other and creativity is encouraged. This will provide a sound basis for a collaborative culture, healthier relationships and overall commitment to the common goal. To start the collaboration process, Al Moseley encouraged all parties to agree on three key questions:
1.) Do we know the ambition and purpose? Do we share the ideology?
2.) Is everyone empowered to contribute in a positive way?
3.) Are we prepared to push boundaries and if so, where do we draw the line?
Summary: We are stronger when working together; creativity should be a collaborative effort rather than a clash of egos and bravado. Everybody needs to be equally invested in a relationship and have the same ambition and purpose.
FUTURE BRANDS ARE CHANGING THE WORLD FOR THE BETTER
Keith Weed from Unilever talked about the power of individuals, influencers and impacts, but primarily focused on the latter.
Advertising has the power to change habits, hearts and minds meaning that big multinational corporations, such as Unilever, have the chance to touch people across the world at scale. They moved from advertising to sell products, to advertising with a purpose. Some of these examples – Lynx – Find Your Magic , Persil – Dirt is Good, Dove – Self Esteem Project fight stereotypes and encourage social good. We create better advertising if we create more progressive, purposeful ads.
The good news is that purpose led ads are more successful. At Unilever – sustainable living brands grew 30% faster than the rest of the business.
Summary – The returns on purpose-led advertising are not limited to a feel-good factor and a sense of moral achievement – It also provides growth and revenue.
WHAT IS INEVITABLE IN THE NEXT 20 YEARS
Wired’s Kevin Kelly covered four out of 12 predictions for the future. He highlighted that these changes are inevitable, but specifics can’t be known until it actually happens.
1.) Virtual reality (VR) will be the next platform after the smartphone and will take shape in Virtual Reality and Mixed Reality. The key to these new realities is that we are not trading clicks and views, we are trading emotions and experiences. So don’t try to put a banner in VR – give people a story and an experience they can relate to. New realities allow us to move to the internet of experiences. Check out Magic Leap – they pave the way of future MR.
2.) ‘Cognifying’ – making everyday things smart via artificial intelligence (AI). Kelly calls it the second industrial revolution (some say the fourth). When electricity was invented, we no longer needed to use muscle power to move things. With AI, there will be no need for us to complete certain thinking tasks that require efficiency.
Example: When we applied electricity to a water pump, we no longer needed to manually pump the water out of the well. Now take the electric water pump and apply AI – and you no longer need to think when to pump the water.
3.) Don’t worry about AI taking over – it will be better than humans on specific tasks, but not for everything. Just because a dog is much better at smelling or a mouse in hearing, it doesn’t mean they comprehend the bigger picture. In the same way, Siri is smarter than we are in understanding maps and navigation, or Google Now is smarter than we are in finding the information, but it is just that. AI will become a service, a grid that you can tap into to get extra cognitive power (like electricity, gas or water presently). We will be able to ‘borrow’ some extra thinking power to complete our tasks faster and with more precision. There are, of course, still be questions to be answered, such as AI ethics, for example, with autonomous AI cars, at the point of an imminent crash, who’s safety will it put first – the passenger’s or the pedestrian’s?..
4.) Centaurs – teams of humans and AI working together, rather than AI taking over. It will take over jobs that require efficient process and precise outcome. AI will also create new jobs for humans (the same way the internet did), where efficiency is not a priority – such as arts, experiences, scientific innovation – areas that require creativity, bravery and testing. AI will be able to diagnose and cure diseases like cancer, perform gene modification – but we will pave the way in identifying what to actually research (using AI of course).
Summary: The future is always hard to predict, but at present, we can assume it will be tech-driven with machines having the capability to make us super-human.
In conclusion, we had an incredible time at the Cannes Festival of Creativity 2016 and are so grateful to MG OMD for the opportunity to attend. Through hard work and a winning idea, we got to witness the incredible advancements of thought and technology taking place in our industry first-hand and through the mist of sunshine, sea and the occasional glass of rosé, we learnt to look to the future and embrace the changes that promise to impact us all. We are ready, are you?