(OriginallyÂ posted to LinkedIn)
Next week, the worlds of communications, media and advertising descend on Cannes for anotherÂ International Festival of Creativity. While one of the biggest draws is the people you meet and the pool of new business, talent and potential partnerships; I get more FOMO at Cannes Lions than any other festival in the world. And thatâ€™s because of the stellar speaker line-up itself.
My Cannes advice is always the same; quality over quantity. You wonâ€™t get to see everything. The lines are giant, youâ€™ll get grabbed by a client or a contact to discuss something vital, youâ€™ll go to the wrong place. The only way to survive is to pick your canâ€™t-miss sessions, focus on those, and be flexible with the rest of your schedule.
So with that in mind, here are the ones Iâ€™ll be lining up for at LEAST an hour in advance for the five main days of the festival.
AI enhanced Creativity with Adobe. Here weâ€™ll here fromÂ Chris DuffeyÂ on technology-driven innovations such as Adobe Sensei that will push forward game-changing creative with AI and machine learning. Iâ€™m excited to hear about some tangible examples here, since this is one of the key trends to provide competitive advantage for agencies in the next 18 months.
Next Gen Content Creation. Yes, we all know that talking to younger generations that digest content differently and use technology as second nature is challenging. Thereâ€™s a million sessions on this topic at Cannes. But this one hosted by BBC Advertising promises to look more practically at the situation. The panel will discuss the challenges faced and storytelling techniques employed to cut through with viewers and consumers. Hear from those on the front line of content creation â€“ documentary makerÂ Reggie Yates, BBC reporterÂ Ben ZandÂ andÂ Vivendiâ€™s Dominique Delport, in a panel discussion chaired byÂ Richard PattinsonÂ fromÂ BBC StoryWorks.
Mario TestinoÂ is one of the big names of the week, and whatâ€™s interesting about his session on connection and integrity through imagery is that heâ€™s being interviewed byÂ Teen Vogue. Youâ€™d normally expect him to be up there with an editor of a more mature fashion magazine, so Iâ€™m keen to hear what the angle is for a younger generation. Iâ€™m hoping we start to cover a bit of â€˜influencer responsibilityâ€™ here.
Itâ€™s alsoÂ China DayÂ on Tuesday, celebrating and exploring the Eastâ€™s influence on global marketing. Weâ€™ll be hosting our own session as part of this, where Fast Companyâ€™sÂ Jeff BeerÂ will lead a discussion with Glory Zhang, chief marketing officer of Huawei Consumer Business Group and H+K Strategiesâ€™ CCO,Â Simon Shaw. Theyâ€™ll discuss Huaweiâ€™s ambition as a Chinese brand eager to take on its Western counterparts and disrupt the status quo. Throughout the day thereâ€™s some fascinating discussions on other topics, but my top recommendation would be Baiduâ€™s take on the future of AI.
adidas, one of our most-loved and longest-running clients is hosting a session on reinvention alongside megastarsÂ Stan SmithÂ andÂ Alexander WangÂ in theÂ Lumiere TheatreÂ today. This will undoubtedly be a lively discussion on the brandâ€™s constant desire to evolve and what it truly means to be authentic in 2017 & beyond.
Greyâ€™s 11thÂ annual music seminar this year featuresÂ Pussy RiotÂ alongside new global creative directorÂ Per PedersenÂ and ECDÂ Alice Ericsson. We need new, disruptive ideas and action.Â So Greyâ€™s theory is: letâ€™s meet with the rule breakers and find out how itâ€™s done. Weâ€™ll hear about the bandâ€™s personal journeys from punks to performance artists through to activists with the courage to stand up for their beliefs, even through a horrifying 21 months in a remote Russian prison. According to these women,Â â€œanyone can be Pussy Riotâ€. Iâ€™m looking forward to hearing what that means when it comes to the audience in questionâ€¦
Today seesÂ WPPÂ founder andÂ CEO Sir Martin SorrellÂ in conversation with Super Bowl & Major League Soccer heavyweightÂ Robert Kraft, and Academy-Award winning directorÂ Ron Howard. In a wide-ranging discussion of the intersecting worlds of sport, cinema and marketing communications, the trio will cover everything from making Oscar-winning films and taking the NFLâ€™s greatest prize to the role of commercial creativity in supporting the sports and entertainment industries.
Then a final farewell to Cannes fromÂ Burger King: how to suck less at being a client. This should be a welcome end to the programme, with a dash of humour but a serious undertone. How can a burger chain get the world talking about its ideas? How can BK consistently punch above its weight? BKâ€™s CMO and global head of brand ask us to join them for an â€œR-rated presentation that will showcase the flame-grilling secrets that keep the fire of the brand lit.â€