Cannes Lions logs: Second day
The second day at the Cannes Lions. David Droga and Sir John Hegarty, the senior names of the festival and the industry, were the most debated subjects on the day of the event - with the influence of Accenture and Droga5 on the nose of the flower - the future of agency models and agency-brand relationship. On the second day, the participants were influenced by artificial intelligence, neuroscience and privacy issues.
Early in the day, Jay Pattisall, a senior analyst at Forrester Research, was a striking wake-up service for participants who had difficulty waking up to that hour.
Regardless of the category, Pattisall said that countless brands made the mistake of designing duplicated experiences using the same technology, inviting CMOs to change this perspective, focusing on creativity rather than creativity. Pattisall's message was clear that “digital cohesion inde was particularly evident in the user experience, particularly in the areas of beauty, travel, fast-food restaurants and fashion: em I'm not telling you to stop your technology investments. But you should not ignore the growth potential that you will achieve by increasing your share of creativity in your investments.
In one of the sessions overflowing from the Palais des Festivals to Cannes, New York Times tech writers Farhad Manjoo, Sarah Jeong and Kevin Roose met with iProspect Global President Ruth Stubbs.
Sharing the recent studies of how insurance companies use personal data with the participants, Jeong's main problem was that privacy would become a luxury if data management between individuals and institutions progressed in the current irregularity environment. Investigating the impact of the use of face recognition systems and cameras on privacy, Manjoo complained that the cameras that would witness every second of our lives, regardless of our wishes, set the conditions for an absolute surveillance society.
Manjoo stated that the sorun first problem, then solution and regulation ”cycle that we have seen so far in data management should not be experienced in face recognition; the private sector or the public before serious problems in this regard should go to some legal regulations, he said. Roose pointed out that one of the biggest problems caused by data processing algorithms is yıkama brainwashing “. Ross proposed The Making Of A YouTube Radical to a person who is worried about brainwashing, describing the process of radicalization with content recommended by the YouTube algorithm of a young man named Caleb Cain.
Ne What should you feel when you pick up a Google device? Iv Google Design Vice President Ivy Ross has been focusing on this question with her team for some time now. According to Ross, who shared the details of the technology giant's design language with the Lumière stage in Cannes with the Lions participants, there are three fundamental values that technology and Google should feel: a human attitude from simplicity, an optimism to create a smile, and the courage to do the unexpected.
Stating that he felt as a conductor of a team working in perfect harmony, fed by the differences of each other, Ross said that it was this “secret sauce’ that brought Google numerous design awards in the last one and a half years.
Öner Design Thinking popüler, which has been popular in the last decade, should be replaced by Feel Design Feeling, Ross says Ross. “Design basically means observation, information and finding solutions to a user's problem. Design Feeling also includes emotions throughout the entire process. You've succeeded in Design Feeling when you designed to be aware of the neuroesthetic details of the products, knowing what emotions it evoked and how it made you feel, from the appearance of each product to your interaction with it. ”
The second guest of the Secret Speaker session, which was launched at Cannes Lions this year, was Matt Rivitz, founder of Sleeping Giants, who revealed how advertisers support platforms that spread hate speech through advertisements.
Technology companies such as Facebook and Google are taking away the power to choose the platforms where brands' ads are published. Rivitz's job is to expose it. Rivitz underlined that the biggest supporter of hate speech platforms such as Breitbart is advertising revenue and stressed that the $ 600 billion global advertising industry has a responsibility to such platforms.
Obviously, there has been a significant increase in the mergers in the creative industry over the last two years. Industry professionals say the number of these mergers will increase further since last year. A recent merger was Accenture Interactive's acquisition of Droga5. Brian Whipple, CEO of Accenture Interactive and David Droga, founder of Droga5, were on the Cannes Lions session with a session called When Worlds Collide to clarify the details of this merger and how it will impact the creative industry in the near future.
David Droga said he didn't set up Droga5 to sell, he said, referring to Star Wars and the industry is shrinking, “It's not about moving between the dark side and the bright side, or taking a side. The whole industry has changed and we can work together to achieve better jobs. ” Droga added that his job is to keep the creativity up to date in the changing industry dynamics. According to Whipple, the endless creativity of David Droga and his team, combined with Accenture's service to the sector, will bring about a fruitful partnership on behalf of the industry.
“Trust konuş is one of the most frequently discussed topics in Cannes scenes. Edelman CEO Richard Edelman said that two-thirds of people think robots will soon be performing their jobs, and that 80 percent of the brand's share in individuals' purchasing preferences, he said. According to Edelman, however, only 32 percent of this 80 percent audience has confidence in any brand. From now on, brands that make a contribution to the world will be attracted by consumers and can maintain their continuity. Brands that do not constantly refresh the trust of consumers will be lost by succumbing to time.
The session entitled Defining Art + Activism, moderated by Wieden + Kennedy CCO and Co-Chair Collen DeCourcy, David Linde, Participant Media CEO, Ai-jen Poo, Executive Director of Domestic Workers Alliance, and Alfonso Cuaron, director of the three-film Oscars this year brought him to the Cannes Lions stage.
In the session on the activism underlying the Roman film, Cuaron said,, We focused on making a social benefit in everything we do in Rome. However, we never and never did it as a tool to sell the film or for profit.,
“People can smell everything. If you are not sincere and sincere, they will understand. Such relationships are based on honesty. We are going through times when it is very difficult to reach reality in the world and we have to be honest with each other. C After the first wave effect of the Roman film, he said that he would continue to change the lives of millions and play a major role in obtaining the social rights deserved by foreign domestic workers.