The Drum @ Cannes: Why tech will only improve the creative product

After a Cannes in 2015 when many delegates thought that creative had been put on the back burner in favour of technology, Tune CEO Peter Hamilton is at pains to set the record straight this year.

Speaking to The Drum he says that it is paramount that marketers realise that the most important thing is creativity. “Certainly we have come a long way in terms of technology, but if we can’t come up with really great ideas then we can’t really change people’s minds,” he says.

He believes it is the role of ad tech and marketing technology companies to support those creative and make it easier for marketers to focus on the communications that matter.

“For Tune it is really important [for us] as a technology company to support those creatives. That’s really what all of us are trying to do,” adds Hamilton.

His Cannes Lions 2016 take-out is overwhelmingly mobile. “Cannes was almost exclusively a mobile experience,” he says. “Almost every advertising experience of note was happening on a mobile device. Everyone here is talking about the future and talking about that on a mobile device.”

In the video interview, Hamilton also advises how marketers can tap into the increasing convergence of mobile web and native apps.

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