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Reflecting on Cannes Lions: Disruption is the new normal

Each year we come to Cannes Lions International Festival of Creativity to meet our clients, discuss and debate the industry and, of course, enjoy the sunshine. Reflecting on some of the great conversations we’ve had and the inspiring speakers we’ve seen, we have five closing thoughts.

The growing presence of technology companies suggests disruption is the new normal
Google said “exponential technology is the new normal”. And with the industry in a continuous state of disruption, technology companies have established themselves as key players, not only at Cannes Lions, but in the ‘advertising ecosystem’.

Mobile is making marketing personal again…
Sheryl Sandberg of Facebook believes that mobile provides the opportunity to make marketing personal again. But Philippe Dauman, CEO of Viacom, says better measurement is needed for advertising revenue to follow.

…but concerns around privacy remain
Technology companies tell us they are keen to provide third party validation of the processes they have in place to protect consumer’s privacy; this will be key in attracting advertising revenue.

More ‘maths’ men than ‘mad’ men
The importance of data, analytics and insights has certainly come across loud and clear. Advertising agencies need to find ways for researchers, planners, data analysts and creatives to work together to deliver great ideas that provide a real return on investment.

The search for talent continues
An advertising agencies’ reputation directly impacts their ability to get the best talent. And with the prospect of winning awards and the opportunity to meet the best global talent, Cannes Lions continues to be one of the best places to recruit.

Finally, a common theme at Cannes Lions, which came up in many client conversations and sessions, has been trying to predict where consumers and advertisers will spend their money. Each year we forecast consumer and advertising spending in entertainment and media five years ahead in 13 entertainment and media segments, across 54 countries.

Marcel Fenez

The author, Marcel Fenez, is the Global leader, Entertainment and media at PwC
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