Cannes Lions: Technology is influencing creativity

For several years now, Cannes Lions made a sincere effort to bridge the gender gap in advertising

In 2013, when Green Bank, West Virginia, a town in the US with a population of less than 150 people, banned cell phones, television, radio and Wi-Fi because it was part of the National Radio Quiet Zone, it didn’t make advertisers sit up and take notice. 

Not until Pinterest President Tim Kendall referred to Green Bank at the Cannes Lions this year; he mentioned how it made usage of Wi-Fi a punishable offence while talking about cell phone dead zones in the US. This tells us something interesting: Consumers in the US are actively reducing screen time. 
 

And there is a fundamental dichotomy in this concept, because in Asia, especially in India, mobile advertising is pitted against desktop advertising. The former is likely to overtake the latter by 2020. 
 

This is also in sharp contrast with the ground reality at Cannes Lions this year where technology is influencing creativity everywhere. Take a tour of the festival area and you will realise how tech firms are trying to make consumers spend more time on smart devices and wearable gadgets. 
 

Wearable tech, in particular, is trying to enhance the Cannes Lions experience. For instance, the Connect Band smart band and the Brain Dates application are trying to make networking easier. 
 

There is another common theme this year. How data is reforming creativity and team UM Studios — Adam Puchalsky, Brenden Gaul and Rob Hersey (who also heads the Coca-Cola business) — did a session on this. And if you glance through the Cannes Lions Facebook page, you will find this survey: How will creative jobs be affected by AI (artificial intelligence)?
 

Getting an answer may not be easy, but clues were there virtually everywhere at Cannes. At one of the sessions, actress Laura Dern and YouTube personality Grace Helbig made a pitch for a campaign for a self-driving car. 
 

The Interpublic Groupe hosted a special session that was introduced by the network’s chairman Michael Roth and joined by actor Halle Berry and Mastercard Chief Marketing Officer Raja Rajamannar. They spoke about emerging tech platforms and insights to connect global fans. 
 

For several years now, Cannes Lions has made a sincere effort to bridge the gender gap in advertising. IPG Mediabrands, as a network, has supported the Cannes Lion in this initiative and has been hosting a special breakfast session on women empowerment every year with women leaders from different fields. 
 

The 7th Annual IPG Women's Breakfast included a raft of exclusive guest speakers from Halle Berry to journalist Zeinab Badawi to FCB Ulka’s Chief Creative Officer Swati Bhattacharya, McCann New York Managing Director and McCann XBC President Devika Bulchandani and National Geographic Partner’s Chief Marketing Officer Jill Cress, among others. 
 

Women have many group identities based on nationality, race, ethnicity, sexual orientation, motherhood, work and other dimensions of diversity. At this breakfast, IPG Mediabrands examined how intersections of identities can affect women’s perceptions and experiences with media, careers, gender equality, brands and fans. 
 

And I must add that I take a lot of pride in the women leaders in IPG Mediabrands India. It is the only network in the country which has the highest number of women in C-suite roles.
 

Great work from around the world, interesting speakers, the sun, sea and beach will always attract marketing folks to Cannes. It is platforms like these that give us an opportunity to learn from our peers and help us forge new partnerships. 
 

For me, the Cannes Lions has always been a culmination of creator and creatives. I will return to celebrate and get inspired.

The author is chief executive officer of IPG Mediabrands India