This year, perhaps more than ever, the spotlight is keenly focused on the influx of data and tech at the Cannes Lions Festival of Creativity.
Some grumble that this distracts (and, for the real purists, detracts) from the historic creativity that still fuels the Festival: the source of inspiration, and the reason 10,000 of us descend on the south of France each summer.
But it’s a reflection of the dramatic transformation happening in our industry. Data and tech are now crucial amplifiers of creative, as consumers increasingly expect personalized content and experiences. Data influences that targeted delivery: what, when, how much, to whom. And tech dictates the where, with a fast-growing selection of new platforms and channels (see: Snapchat’s CEO Evan Speigel, Festival headliner).
This convergence is the top theme discussed this year. And it got me thinking.
The Festival is, in itself, a catalyst for collaboration; a mashup of people and places, creativity and tech, entertainment and education, brands and bravery (the list goes on). It’s where partnerships are born or announced, on the global stage – with lasting implications for our business, brands, and industry.
So this year, our agency delegation will attend the Festival in search of the #mashup. Perhaps we will spot successful partnerships – or unlikely bedfellows. A genius collaboration – or an epic fail. Because not all mashups work; sometimes they provoke little more than a head-scratch, a chuckle, and, worst-case, a cringe.
But when they do succeed, they propel the industry forward, with improved, inspiring, sometimes-breathtaking results. Perhaps there is a formula behind this. Perhaps it’s a little bit of magic. And that’s exactly what we’re going to explore.
You can follow us throughout the Festival on Twitter (@digitas) and Instagram (@digitaslbi_) for all our #mashup picks. Stay tuned.
Tony Weisman is the CEO of DigitasLBi North America. He tweets @TonyWeisman