Advertising Association’s Post

Le semaine derniére je suis allé à Cannes Lions International Festival of Creativity (AKA: Adland sur Mer) representing Experience12 as a part of the UKAEG and Department for Business and Trade trade mission. Personal highlights and observations: 1. #AI over #metaverse - Adland loves to be on trend or more precisely to drive trend. This year the hot topic was AI (generative or otherwise) which superceded the metaverse (or as I think more accurately the 'metaverses') which was the hot topic last year. That being said one of the most interesting sessions I attended was with Adam Sussman and Julia Goldin talking about how brands are collaborating in the metaverse. Some really interesting insights. I suspect much of the #AI chat was as much about job security as the application of technology. 2. #Creators (Creators, Creators...) - The Creator industry has more than come of age, it's become the engineroom of ROI whether people like to admit it or not. Like any newish route to market has some 'things' to iron out in terms of safeguarding and regulation but it isn't going anywhere if the very visible presence of platforms like TikTok and creator agencies and divisions showed anything. It's certainly driving creativity (but not pedestrian traffic flow as people stop to create content, irritating). 3. #Sustainability - #adnetzero global launch and sustainability introduced as criteria in every award entry. About time. 4. #Activations - Always good to see UK Agencies working out at the Lions, to anyone in #brandexperience it was no surprise to see Amplify doing some great work on Pinterest again this year. The Stagwell Sports Beach was 'extensive' and engaging. I attended a couple of sessions there on Next Gen Consumers in #Esports and #fans building the new creator economy which gave some food for thought. Spotify put in a great daytime AND nighttime shift with some star power (I think Glastonbury goers may need to say "thanks" for their surprise on Friday afternoon after the Foos appeared in Cannes on Wednesday night, or maybe the other way round...) 5. Rob Mayhew - "he's here and he's there and he's everywhere" (but what a nice guy) 6. The Great Global Dinner - A Lions first for the UKAEG and DBT team but a fantastic night. Great networking and a swanky location but also because they accidentally arranged a catch up for me with Suresh Raj (He/Him/His) which was delightful (yes, Rob Mayhew was in attendence). 7. Boules / Petanque - 'it's on' for the trophy next year Billion Dollar Boy 8. Downsides - Travel (London -> Cannes via Helsinki anyone? Yes, I have offset it.), accomodation (how much? and then Airbnbs cancelling - deep joy). So to sum up, an intense few days (even I was 'talked out' by the end of it) spent with some great UK agencies who all share global ambitions. Special thanks to Aisling Conlon, Quianna Maw and David Moody and teams for all the hard work putting together an amazing programme for us all to be a part of.

What an amazing snapshot of the week! We can't wait to see how everyones conversations from the week develop into great results! To find out more about UKAEG and the different trade missions we run, head here >> ukaeg.com

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Michele: my two cents here, without reading any of the other comments: the consumer market as it has developed since WWII has been the main cause of the climate crisis; if this is true, then advertising and all marketing media are a huge causal part of the problem. HOWEVER -- I will say this: if we are to have any hope for the future, communications will be absolutely necessary in co-ordinating human efforts. Creative communications geniuses will still be in high demand -- it's just that they won't be attached to the consumer market in any way, and they may not find it any longer fashionable to drive around in flash cars and have big giant multiple houses and lots of long-haul flight/ five-star holidays. (All of this 'reward' gets boring anyhow). But it will be a new world no matter what individuals decide, might as well embrace it and remain vital.

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FYI: Clear Channel Outdoor pitches the benefits of advertising in airports (Promoted content on Open Mic): by Morten Gotterup, President, Clear Channel Airports. Airport advertising has a significant impact on brand awareness, particularly because they have the rare opportunity to leverage the anticipated, yet undercapitalized, role of dwell time. Given that frequent flyers tend to arrive at the airport well in advance, with 75% arriving at least one hour prior to […] #DOOH #digitalbillboards #digitalsignage

ICYMI: Clear Channel Outdoor pitches the benefits of advertising in airports (Promoted content on Open Mic): by Morten Gotterup, President, Clear Channel Airports. Airport advertising has a significant impact on brand awareness, particularly because they have the rare opportunity to leverage the anticipated, yet undercapitalized, role of dwell time. Given that frequent flyers tend to arrive at the airport well in advance, with 75% arriving at least one hour prior to […] #DOOH #digitalbillboards #digitalsignage

ICYMI: Clear Channel Outdoor pitches the benefits of advertising in airports (Promoted content on Open Mic): by Morten Gotterup, President, Clear Channel Airports. Airport advertising has a significant impact on brand awareness, particularly because they have the rare opportunity to leverage the anticipated, yet undercapitalized, role of dwell time. Given that frequent flyers tend to arrive at the airport well in advance, with 75% arriving at least one hour prior to […] #DOOH #digitalbillboards #digitalsignage