Article

Rod Banner
Rod Banner 19 June 2017

Why I won’t be at Cannes Lions this year.

Last year, we rented a 100' motor yacht called the Accama. (see above). It came stocked with unlimited Champagne and Rosé. We shared it with the most interesting and influential people we could think of and soon realised that most of them could have just as easily been found in Soho House. We all had a marvellous time but, in spite of the hedonism, we came away feeling that the Ad industry had lost its mojo.

Last year, we rented a 100' motor yacht called the Accama. (see above). It came stocked with unlimited Champagne and Rosé. We shared it with the most interesting and influential people we could think of and soon realised that most of them could have just as easily been found in Soho House. We all had a marvellous time but, in spite of the hedonism, we came away feeling that the Ad industry had lost its mojo.

Before selling it to WPP, I used to own an Ad agency. It was a wonderful business. We worked for technology companies and, in our small way, helped to give birth to the internet. Back then, our knowledge of communications and our skills architecting brands was deemed highly valuable. Particularly by the entrepreneurial engineers who ran most of the tech firms. 

The price of magic has been devalued. 

Since the birth of Social Media, the whole world has learned something about mass marketing. Communication skills lessons come free with a Facebook profile. The general public have fervent opinions about all sorts of campaigns. Just think Mr Trump, Mrs May, Brexit and Kendall Jenner's Pepsi ad. Many of the skills that our agency used to sell - things that seemed slightly magical at the time - have been democratised.

Advertising isn’t founded on honesty.

Today’s successful marketing campaigns are increasingly based on what a brand is actually doing rather than what they may be saying. Social continues to demand more authenticity and more transparency. Consumers want to have conversations with brands, in realtime. Agencies typically make the ordinary more attractive. Their work is clever, witty and polished. And slow. Less often is it raw, candid or live.

Knowledge is the future.

With the rise of digital marketing came the industry’s slide toward science. If you can measure the efficacy of marketing activity then, clearly, you should. If you can use programmatic platforms to target an individual's behaviour in a particular location, why wouldn’t you. But who owns the data? The media platforms (Google, Facebook etc.) are not creators but they know more about who's reading, clicking, searching or liking any content than agencies do. Brands know more about their customers than agencies do. Agencies are being sidelined.

What is required next?

Every business is now expected to forge a daily dialogue with its stakeholders. The demand for relevant, realtime brand conversations will only increase. This year, every marketer’s must-have is a bot. Bots will get smarter. Automated content creation and distribution will get slicker. All these developments will require faster content production cycles and a much deeper understanding of customers and the sector. The time when a freshly appointed agency Creative Director was able to wave a wand of wonder and change the fortunes of a brand feels over to me. 

The story lives on.

Creativity in marketing will continue but, in my humble opinion, it’s moving upstream and downstream. The upstream model is about proposition design. If marketing is all about telling the story of the business, you need to create a great story. Many companies have shitty stories or a story rooted in a social deficit. We warm to the likes of AirBnB and SpaceX. Yet we are increasingly wary of the sustainability issues and slavery index of organisations like Uniqlo and Primark who make their products so incredibly cheaply.

The downstream model is rooted in the industry's insatiable appetite for branded engagement. Startups hire 22 year olds with a grasp of the Urban Dictionary to craft hip banter that makes them feel appealing. But the 'community manager' role becomes more challenging in a regulated financial service where everything needs approval or where the conversation requires deep understanding of the business and its multi-facetted markets. There is a demand to create a constant flow of smart, intelligent conversations. I reckon a new service - woven together from a powerhouse of great creative minds and the world's best AI - is simply gagging to be born.

I won't be at Cannes Lions this year because I'll be at CogX in London instead. CogX is an event stuffed with the world's leading minds in Artificial Intelligence. 

See you there (or in Soho House sometime).

Rod Banner is Agent of Change at 3LA.com

Rod Banner
Rod Banner

The fears and deficiencies you mention are all fair but will fade. Real time marketing conversations are happening and they will get better. Remember the last time you spoke to a customer support agent? How good was the experience? Now imagine the prospect of powering 100,000 simultaneous conversations with real people. It just won't happen. Marketers need to embrace AI. No question.

Frank Viljoen
Frank Viljoen

Rod, very cynical but true. The thing is, we are old school and the world has moved on, however the old school approach is totally different from modern day approach. With Digital evolving faster than peeling an onion, everyone wants to try and keep up. Bots and AI are being targeted incorrectly and misuse thereof is only going to create a huge mess for someone else to clean up. You can't look at using a BOT to replace a human, or you'll end up with the same effect call centres had when they outsourced cost vs quality, and AI should be treated with respect, watch out GDPR. I feel that anyone looking to use a BOT and AI is taking away the human element by trying to save on cost and automate the process! Big mistake!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more
3 reasons why pdf files shouldn't drive your content strategy

3 reasons why pdf files shouldn't drive your content strategy

Technical communication is everything related to the creation and distribution of your company’s product support information. But while product documentation is created to help users - partners, suppliers, installers and customers - it’s not always user friendly! In fact, creating immersive and personalized experiences to all potential end users is one of today’s biggest challenges faced by marketers.

Inês Pimentel
Inês Pimentel 17 August 2017
Read more