AI: Activation Intelligence
Controversy rumbles around the merry-go-round of activations at Cannes Lions, prompting comments from Sir Martin Sorrell, WPP, Khai Meng Tham, Ogilvy and Arthur Sadoun, Publicis. Leaders are citing budget constraints and negative client perceptions as a potential barrier to future participation in the Lions programme.
The world’s leading creative forum is a vital marketplace for potential. As we discussed in our blog on Cannes last year, the wider world of creative media benefits hugely from both collaboration and the fire that is lit by healthy competition. It spurs people on to be better, to innovate and be noticed, to be first in the race, to succeed. It drives the ingenuity needed to stand out against a wallpaper of clichés.
We need Cannes Lions, but it requires us all to bring our best game. There is a misplaced zeal in displaying inventiveness through the branded bling on the Croisette. It’s brash and fun and fabulous, but clever folk will always question… “what does it do?”
There is no substitute for substantive conversation and peer-to-peer learning. Not only is Cannes Lions the leading forum for showcasing creativity, but with intelligent activations, the true value for agencies and clients to participate will remain undisputed.
We are so proud of the conversation and debate we produce at Cannes. It is great to see creative industry leaders endorsing the unconference approach and promoting the importance of collaboration and open debate. We passionately believe our open source, participatory events bring real value for hosts and guests alike.
This year the Stream Island was truly inspiring, hosting discussions with the editor of The New Yorker, David Remnick; World Champion Tennis Player Ana Ivanovic; The New York Times financial columnist, Andrew Ross Sorkin; GOOP CEO Gwyneth Paltrow; Betsy Kenny Lack of Snap Inc; actress Gabourey Sidibe and Jonathan Mildenhall of Airbnb – to name but a few. Further proof there is good news in the world came in the shape of Google Create discussions between Sir Martin Sorrell and Ms. Amina Mohammed Deputy Secretary-General United Nations; Jared Cohen, Google and others.
Glorious food and time to network and share ideas in a restorative space. We are forever grateful to work with our wonderful suppliers in the Riviera and oh! how we miss our fleet of boats now we are all back on terra firma.
A bientôt Cannes!
be-good specialise in deconstructed live events that bring people together to contribute and do more than listen. The future of audience participation is a collaborative environment where people feel relaxed, empowered to be creative, and solve problems together. Their egalitarian approach removes barriers and delivers game changing results.