Contagious Presents "Cannes Deconstructed”
Now that the Lions have been placed on their respective shelves and the excitement that was Cannes has died down, let’s dissect it and look into what this all means for our business. Chris Barth, Senior Strategist at Contagious Communications, was at the McCann offices recently to share exclusive insights in a presentation called, “Cannes Deconstructed.”
The Contagious team was all over Cannes, attending every event imaginable to provide perspectives around the biggest marketing shifts that are shaping the world of advertising today, and their implications for the year ahead.
Chris presented key themes based on what the team saw while there - providing perspective into why some campaigns worked—or didn’t. Here are a few key learnings we can all walk away with to improve our work for next year.
1. Technology is sparking innovation in the industry. Chris talked about the influx of technology into the advertising industry, exemplified in the Innovation category, which saw a steep increase in submissions this year. Innovations submissions featured a wide variety of technology across many industries, and showed the breadth of what the advertising community is now able to create.
2. Tech is great but in the end, the idea is most critical. Just because the technology is there, doesn’t mean that you have to use it. Chris made a point that the technology used in advertising should be invisible and surprising. Don’t fall into a trap by using tech for tech’s sake rather than for the purpose of the brand. He also made the critical observation that in the end, while technology is great, it's the good ideas that prevail. Which led to another point…
3. Relationships, relationships, relationships. Chris shared a few fascinating facts on why partnerships are winning at Cannes: agencies and clients that have 10+ years working together are more likely to win. Collaboration and trust is key, and at the heart of a lot of the winning work.
The presentation was insightful and McCanners walked away inspired - with a deeper understanding of key trends that came out of the Festival, and to anticipate for next year. We look forward to what the year ahead will bring, as new innovations, creativity, and technologies are explored in the world of advertising!