David Lang on the how to get insight into and engage with consumers.
David Lang has been in the creativity business for sometime, from Emmy Award-winning television producer to president of Mindshare Entertainment, he has found novel ways of orchestrating consumer experiences. For our coverage of the Cannes Lions Festival, PSFK spoke with David Lang on composing audience engagement piece by piece.
David, You’re back at Cannes. How do you think the industry has changed over the last 12 months?
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.
Is there a particular piece of work your agency has produced that reflects how Mindshare Entertainment is evolving?
At Mindshare Entertainment, we are really about connecting the right consumer insights with great creative and targeted distribution. I think the Magnum/Karl Lagerfeld work, the Poise/Whoopi Goldberg work and the Degree/Masters of Movement campaign have all delivered tremendous ROI for our clients because our concepts were based on the right insights and our creative execution was something that truly engaged consumers.
What relevant talk are you particularly interested in seeing at Cannes?
I love the variety at Cannes and really couldn’t single out one particular talk.
Check out a video of David’s Hottest Topics At Cannes below: