Industry Trends By Anthony Svirskis. At the mother of all creative festivals Cannes Lions International Festival of Creativity , there was no shortage of big statements and tantalising headlines.
A few stood out over the rest - some explicit and some more subtle - so here are 4 takeaways in my wrap up of the French extravaganza:. Numerous connections of their impact on creative technology were made, such as IBM Watson composing music driven by AI insights, but it is still unknown as to where it could take the industry.
People loved hearing from the stars, regardless of the topic. It goes to show that brand association with the bigwigs is still alive no matter the platform, but it has to be where it makes sense - like a yacht and champagne-fuelled creativity festival. Snapchat made the largest statement of the festival with a ferris wheel outside the Palais - an obvious ploy in their aggressive pursuit to capture a piece of the social media ad spend pie.
This coincides with their efforts to ramp up agency services in its next big move in the ad business , with a brand spanking new Snapchat Certified Partners program.
This brings me to my final takeaway:. Its opulent nature clashes with the movements of the ad and creativity industry in general - optimise, spend wisely and focus on value generation.
