MediaLinked: Creativity and Technology: A Pas de Deux in Cannes

Colloquially the phrase is also used to describe a close interweaving of two things One of the hot topics of conversation on the Croisette next week will be the pas de deux between creativity and technology amp8211 the art and science of marketing amp8211 and how vital that intersection is to marketing successWhich makes perfect sense considering Cannesamp8217 remarkable evolution over the years The advertising version of the event began as a fight for attention by commercial directors frustrated with the lack of acknowledgement given to their efforts by the Film Festival Ever since then the festival has been defined by succeeding calls for attention by different constituencies within our industryamp8212by brands media sellers media agencies and technology companiesNow far removed from its origins as a showcase for commercials the Festival of Creativity has become a substantial platform for learning dealmaking and discussion of the trends that so routinely rock our worldamp8212a sort of highpowered incubator of transformative ideas and emerging opportunities for our entire business ecosystemItamp8217s only fitting that an industry built on getting consumersamp8217 attention should develop into a vibrant forum where all sides of the media equation jockey for attention And this summer integrating the art and science of getting attention takes center stageThis powerful new marriage is what Advertising Age called The New Creativity in a special section published this week and it is why an official programming track of the Cannes Lions amp8212 the Tech Talk series sponsored by MediaLinkamp8212is devoted to this intersectionI noted in the Ad Age section that amp8220realtime information about consumer preferences and behavior inspires creative solutions that are enabled by cuttingedge technology and innovations in mediaamp8221 Technology permeates the creative process and allows for previously undreamedof executionsIn fact the fastest way to get written into a media plan today may be to be written into the creative activation first Thatamp8217s what will make the 2013 version of the Cannes pas de deux so fascinatingamp8212and so importantAnd to watch this dance live please join us for TechTalk You can see the schedule and reserve a seat right hereThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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MediaLinked: Creativity and Technology: A Pas de Deux in Cannes

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Michael Kassan

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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MediaLinked: Creativity and Technology: A Pas de Deux in Cannes

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Michael Kassan

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