Cannes is an inspiring, intense experience – and the best thing about it is it’s never the same. Yes, of course, the players (the major agencies, etc.) remain pretty much constant, and it’s great to see old friends again, but each year, the content of the presentations and seminars is quite different.
This year, if there was a theme, it was the arrival of technology at the very heart of our business. No longer was technology on the outskirts; this year, the tech firms were center stage. I guess it was an inevitable part of the march of technology into business. After all, over the last few decades every aspect of business has become imbued with technology: finance, operations, logistics, sales… But marketing has been the last bastion holding out against the inroads made by technology, and seemingly insulated from pressures to which other disciplines are subject.