menu

Industry Experts Weigh In On How Advertising Has Changed [Cannes]

Industry Experts Weigh In On How Advertising Has Changed [Cannes]
Advertising

What the most influential players in the advertising, branding, and marketing industries think will be the next big marketing trend.

Carib Guerra
  • 30 june 2012

For our coverage of this year’s Cannes Lions International Festival of Creativity, PSFK reached out to some of the Idea Industry’s most influential and experienced men and women in order to measure the sea change over the last year. Here we’ve collected the thoughts of these experts on how to navigate this change within the worlds of advertising, branding, and marketing.

Unlock All Of Your Passwords Just By Standing Next To Your Computer

First of all, it’s digital everything. This has been a trend for some time but, with advances in consumer technology, it’s a whole new world:

In conversations with our global clients, we’re seeing more digitally led strategies and, overall, in-house marketers are becoming more sophisticated in their use of digital. That may sound like a no-brainer to PSFK readers but most large enterprises continue to treat digital as a separate ‘channel.’ The :30 spot still rules and attracts the big budgets, but the center of their customers’ lives is no longer the living room couch.

Freddie Laker, SapientNitro

The market uncertainties are strongly influenced by the younger generations (Generation Y and the upcoming Generation Z) that are changing standard consumption habits. They are born digital, with a digital brain. They are creating a new language via technology, and if you don´t speak the same language, you are out. They are in search of new experiences, and they want to take action. They are not as passive as the previous generations.

Guido Rosales, Coca-Cola LA

As an effect of this digital drive companies have inevitably amassed huge stores of data. Now is the chance to explore the possibilities opened by innovative examination of all this raw information:

One of the biggest changes we’re seeing in the online advertising industry is an increased focus on data and analysis. Marketers are hungry for information about what their audiences do online and how they’re responding to ads.  At the same time, it’s not always easy to navigate with massive amounts of data, so, in order to be meaningful, that data needs to be combined with insights so marketers understand how to activate on the findings.

Lauren Weinberg, Yahoo!

Consumers are empowered in whole new ways through mobile technologies. It’s no wonder brands and marketers are busy creating new and novel ways to compose seamless experiences:

I’m hoping to see more robust mobile ideas this year. Everyone keeps saying that THIS is the year of mobile (I believe this has been the case since 2007), but, who knows, maybe it finally is? I’ve seen great craft in the award shows leading up to Cannes, but not a lot of breakthrough thinking that made me sit up and go, ‘wow.’ But Cannes always has some surprises up its sleeve, so I’m sure I will get my ‘wow’ moment.

Lars BastholmCheil USA

What has changed – or more so evolved – in the past 12 months, is the way people engage with brands. The channels in which we communicate with each other have proliferated at unprecedented speeds. We’re connecting across nearly infinite platforms and in novel, unexpected ways. As this massive transformation continues, brands and agencies follow suit.

Mark Tutssel, Leo Burnett

 

Social media has opened up a direct line of communication for consumers to express their likes and dislikes with brands on an interpersonal level, and share them with those same with each other:

A year ago, it was still okay for advertising people — especially if you were over 40 — to simply state ‘I don’t like Facebook and I hate Twitter’ as a reason not to get involved with and understand social media. I think we’ve reached the tipping point where that is now just considered unprofessional.

Anders Sjostedt, Hyper Island

We continue to make exponential leaps in the ways we can multiply a single gesture – tweeting onto Facebook pages, interacting quickly with any and all posts, putting Flash behind us.  Every year, we do five times as much as we did in the previous one.

Jeff Goodby, GSP

Rapidly emerging markets like Asia and Latin America are ready for new services and products that affirm the diverse values, cultures, and sensibilities they bring to the global marketplace:

Clients are expecting us to be more globally focused, more innovative and more technologically savvy than ever before. They realize the solutions to their problems are not necessarily going to be coming from the same places they did last year. And they need partners with the expertise who can help them navigate through an unknown future and the desire to help them manage the increasingly complex teams needed to do so.

Damon Collins, Joint London

Many Fortune 100 companies know that their future growth is coming from Asia and this is driving the need for global scale and clients are increasingly looking for a digital agency that can handle global accounts. That’s a big change from even only 2 years ago.

Wayne Arnold, Profero

The future of advertising and marketing will be increasingly fast-paced and competitive, but as brands search for new ways to communicate with consumers, the future will also see great opportunity for collaborative partnerships:

The speed of the marketplace has changed. Everything seems to be happening at a faster and faster pace. New technologies, new apps, new companies – they seem to pop up every day. The options for executing campaigns and engaging with consumers seem to be endless.

David Lang, Mindshare Entertainment

Brand marketers are increasingly looking for solutions to better connect with their consumers, better control their costs and the ROI of their activities, and to accelerate the speed at which they bring the right ideas to market to cope with the pressure of an increasingly complex and kinetic competitive environment.

Francois Petavy, eYeka


 

Trending

Turn Food Scraps Into Fertilizer In 24 Hours

Food
Technology Today

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Today

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Today

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Abigail Posner

Digital Strategy, Emotion and Technology

USA Today

Twitter-Powered Metronome Measures The Tempo Of Austin

The installation is designed to swing faster as more tweet come in

Travel Today

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Today

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs Yesterday

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Fitness & Sport Today

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

Syndicated Today

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail Today

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion Today

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Today

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Media & Publishing Today

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

Advertising Today

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive Today

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.