Cannes Lions 2018 was a more reserved affair than perhaps we were used to, but it was no less inspiring. Indeed, many found the atmosphere this year to be a little more relaxed and a little more open. Whether this was by happenstance or design, it resulted in a festival that shaved away a lot of the unnecessary pomp and circumstance and focused on exactly what we are all about here at Creativepool; the work.
To reflect on what we learned from the festival this year, and what it has still to teach us, I reached out to those that attended this year. Their thoughts are as eclectic (and often incendiary) as the various pieces of work that were celebrated and rewarded this year, but they all seem to agree that this year was very much a year of change for the festival. A transitionary year, if you will. It’s also a year that revealed two pervasive themes; how creativity and technology are becoming inexorably linked, and a genuine drive for change, both societal and within the industry.
So, if you didn’t manage to make it to Cannes this year and want to digest some of the major takeaways from it, or simply wish to examine what your peers thought of the big changes and the big winners this year, read on. Also, remember to keep checking back over the course of the next week as we add more comments from more creative thought leaders and influencers.
Giovanni Strocchi, CEO at ADmantX
The influence of GDPR was heavily felt at Cannes Lions this year. With so many brands still searching for the best solution to creating personalised, dynamic campaigns that mean something to their consumers, the need for first party data and compliant customer profiling were big topics for discussion. As a result, we saw many brands presenting their first party data activation projects.
There was a focus on the relevance of qualitative context due to the GDPR and the ongoing brand safety discussion, as well as the use of contextual targeting at URL level. Using the right technology, a URL can reveal information such as subject matter, key products, and people quoted, and empower brands to understand how consumers are engaging and interacting with content. This provides an accurate, specific, and compliant data foundation from which to personalise campaigns. While last year the discussion was around data versus creativity, this year it has developed to ‘creativity powered by data’ – showing the new regulations have not halted the industry’s success.