My Cannes Prediction: A Union Of Science And Art
By Jonathan Nelson | CEO of Omnicom Digital.
Let’s stop competing for attention and budget, and start working together to create transcendent campaigns.
As the industry converges at the Cannes Lions International Festival of Creativity next week, it strikes me as odd that we are still having debates on who owns the conversation — performance vs. creative, awareness vs. targeting, programmatic vs. tent-pole and so on.
As an industry, we must find a way to close this debate and stop competing for attention and budget. It’s no longer a world in which we can land-grab for every aspect of a company’s business, but rather a time to partner and leverage knowledge and technology on behalf of brands. I can’t predict who will win Lions at Cannes this year. But I do know who will win the future of the industry: Those of us who can stop arguing creative vs. data long enough to produce work as grounded in art as it is science, producing campaigns that transcend “likes” and clicks to drive real value for our clients.
Read the full article on Campaign.