Last year, the bulk of the winners at the Cannes International Festival of Creativity met at an increasingly crowded—and arguably one of the most critically important—intersections in our business: the nexus between content and technology.
Even the granddaddy of all the lions—the Film Grand Prix—went to a delightful animated film for Chipotle that began life online and, not coincidentally, was a linchpin of a the multiplatform effort that won the first-ever Branded Content Lion. It was, in essence, as much a victory for the technology that disseminated the effort as it was for the content itself (which was pretty great).
There isn’t a storytelling platform that hasn’t been reshaped by technology. There isn’t a story that hasn’t been re-imagined through technology. And around the world, there isn’t an audience that doesn’t use technology to control what stories they see, when, how and where. Technology allows content to be generated by anyone anywhere, and allows it to be shared.
As it has with every other area of life and business, technology has become critical to the creative process. So much so that, as I’ve discussed in this space before, there is now a growing number of content tech companies developed to help storytellers interpret, distribute and enhance their stories, commercial or otherwise.
It was an inevitable convergence. But it also makes technology discovery mission-critical for creatives. Unfortunately, that’s easier said than done. There is no roadmap for creatives to find content tech partners. No well-trodden path for tech companies to initiate conversations with creatives. And yet, as we see at Cannes, when innovative technology meets extraordinary creativity, magic happens.
Which is why the second year of MediaLink’s Tech Talk series at Cannes focuses on the content-technology intersection. In partnership with major players such as Forbes, Adweek, the New York Post Omnicom, Condé Nast and others, we will explore that intersection from all angles, bringing content creators, agencies, media companies, and technologists together to dissect the current state of technology's influence on the creative process.
Over the course of the week, we will focus on technology’s role in advertising, content and content marketing. From emerging technology companies being developed to support the creation and distribution of content and advertising for brands (Shazam, Outbrain, Interlude, Theidealists, Bre.ad) to the content companies partnering with them (Paramount, CondeNast, Machinima, Maker) to the platforms enabling stories to be told in innovative ways (Tremor, Glossi, Vibrant, Unified Social).
We will examine technology and content from the perspectives of the storytellers and their audiences. How brands can maintain a consistent story narrative across screens. And of course, we will investigate what comes next in the content/technology marketplace.
We will wrap up the week with a light-hearted look at the best of the Cannes week, seen through the rosé-tinted lens of the NYPost Page Six and the insiders at the hot production company m ss ngp eces. We'll examine Cannes from stage to street and match up the best moments with headlines from the tabloid expert.
It will be a great week-- we hope to see you there. You can see the schedule and reserve a seat right here.The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.