It's easy to see why the festival has detractors this year. Here's why it still matters, and why we'll be there covering the action.
It's easy to see why the Cannes Lions festival has attracted so many detractors this year (See here and here). Budgets are falling, jobs are scarce, and the commercials that have been the event's center of gravity for so long are no longer of much interest to creative innovators.
As a result, many are painting the Lions as an unseemly show of self-congratulation in the midst of chaos. And, well, they're not totally wrong about that.
Nevertheless ClickZ has decided to make its first trip to the French Riviera next week to watch creative directors hoist small, heavy-looking statuettes into the air.
Why, you ask? There are a few reasons, listed here in no particular order:
More, and better, digital entries. Among the outstanding interactive work this year: Burger King's Whopper Sacrifice (Crispin Porter + Bogusky), Fiat's Eco Drive (AKQA), The Great Schlep (Droga5/Sarah Silverman). Oh yeah, and Barack Obama's historic integrated political campaign. There's plenty to celebrate.
Big names, big ideas. Google's Eric Schmidt and Microsoft's Steve Ballmer will both address Cannes attendees next week. So will the chiefs of the world's most digital-hungry agency conglomerates: Sir Martin Sorrell (WPP) and Maurice Lévy (Publicis). Throw in Kofi Annan and Obama campaign manager David Plouffe, and you're bound to come across a few big important ideas.
The "Touchwall." Schematic is the design firm behind an innovative touch screen experience, similar to Microsoft's surface technology, that is intended to help festival attendees find their way around. It sounds wicked cool, and we're getting a demo on Monday.
The creative crisis. In February the IAB issued a call to action to improve the quality of ad creative. It's the responsibility of every one of us in the digital ad space to make sacrifices to support this cause. Our sacrifice, it just so happens, is to travel to the south of France and immerse ourselves in beautiful interactive work.
In short, we can't agree with those who would dismiss Cannes out of hand just because the ad sector is in a state of upheaval. On the contrary, it's the difficult, transformative periods such as this one -- more so than do the static, smooth-sailing eras (See: last 30 years) -- when agencies must look to each other for ideation and inspiration. And really, there's no festival that comes close to the global footprint of Cannes -- no other event that's remotely positioned to bring the world's ad grunts together in the name of excellence and foie gras.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT