Extremely thoughtful (and timely) piece, David. Easily one of the best reflections on Cannes I've read in a while. I also didn't attend this year, but rather used AI to show a semblance of "presence" (albeit from "Cincinnati Beach"). Now running an AI-first startup, I just couldn't justify the investment, and I still suspect I can lure as many good leads with a LinkedIn or Substack post as attending Cannes. Also, as a two-time juror, I think Cannes needs to think harder about how it recognizes "creativity in the age of AI." For example, in my 12+ months running BrandRank (including thousands of band audits) I've found that "boring basics" like creating attractive/inviting FAQs (something most brands ignore) do more to improve brand presence in AI search results than just about any other brand/digital action. Cannes should have an entirely new category for creative achievement in areas that matter to the AI future. I have a short list of categories we can discuss/debate. :-) https://www.linkedin.com/posts/consumergeneratedmedia_cannes-lions-starter-kit-for-those-attending-activity-7340362781801488384-4JDg?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAACFvEBNvfH6Se3Kpvsg03cgiBfvk2UB5k
Good article, and no surprise about the creatives going direct at Cannes (in a parallel universe, we are seeing that with journalists here on Substack). Great assessment on the AI front, too. It made me think about how Verdino and I often joke about being recovering marketers.
For me, it speaks to my desire to not specifically serve companies with marketing, creative, and campaign management right now, specifically because of the incoming AI revolution. I just cannot see this ending well for most agencies, who are looking at reductions or collapse depending on their ability to adapt. Sure, some will thrive, but to be honest, I'd rather be on the tech side of this one.
It's shocking how many agencies are still tech agnostic. And in the PR world, even more shocking. We know! Cannes and the like are a bit of a joke, especially when the actual impact of those campaigns are questionable. Tech needs to be embedded across everything. Imagine agencies still create siloes between their digital teams and the rest. Long way to go if they keep drinking their own koolaid.
Extremely thoughtful (and timely) piece, David. Easily one of the best reflections on Cannes I've read in a while. I also didn't attend this year, but rather used AI to show a semblance of "presence" (albeit from "Cincinnati Beach"). Now running an AI-first startup, I just couldn't justify the investment, and I still suspect I can lure as many good leads with a LinkedIn or Substack post as attending Cannes. Also, as a two-time juror, I think Cannes needs to think harder about how it recognizes "creativity in the age of AI." For example, in my 12+ months running BrandRank (including thousands of band audits) I've found that "boring basics" like creating attractive/inviting FAQs (something most brands ignore) do more to improve brand presence in AI search results than just about any other brand/digital action. Cannes should have an entirely new category for creative achievement in areas that matter to the AI future. I have a short list of categories we can discuss/debate. :-) https://www.linkedin.com/posts/consumergeneratedmedia_cannes-lions-starter-kit-for-those-attending-activity-7340362781801488384-4JDg?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAACFvEBNvfH6Se3Kpvsg03cgiBfvk2UB5k
I think Cannes is by design the opposite of performance marketing. And wait. Cincinnati has beaches? 🙂
Good article, and no surprise about the creatives going direct at Cannes (in a parallel universe, we are seeing that with journalists here on Substack). Great assessment on the AI front, too. It made me think about how Verdino and I often joke about being recovering marketers.
For me, it speaks to my desire to not specifically serve companies with marketing, creative, and campaign management right now, specifically because of the incoming AI revolution. I just cannot see this ending well for most agencies, who are looking at reductions or collapse depending on their ability to adapt. Sure, some will thrive, but to be honest, I'd rather be on the tech side of this one.
Tech has been winning this for almost 20 years now. I’m a recovering marketer too! Or was I ever really one? Who knows
It's shocking how many agencies are still tech agnostic. And in the PR world, even more shocking. We know! Cannes and the like are a bit of a joke, especially when the actual impact of those campaigns are questionable. Tech needs to be embedded across everything. Imagine agencies still create siloes between their digital teams and the rest. Long way to go if they keep drinking their own koolaid.