MINT’s Post

Cannes Lions International Festival of Creativity might be over, but a few topics are still fresh in our minds. Here are some key takeaways that resonated with our team: Generative AI in Advertising: Quick reality check- The hype around AI in marketing seems to be cooling down. While still promising, the current generation of tools struggles with reliability, quality output, and user-friendliness. Generative AI will not revolutionize advertising overnight, but the significant improvements coming in the next 18 months may do. A friend, the global CEO of a renowned digital-first marketing, advertising, and technology services company, estimates that the industry, as we know it, could disappear or change dramatically within the next three years. Time will tell. The Massive Impact of AI in Media: The ability for advertisers to target consumers directly using dynamic segmenting and tailored messaging—using generative text and image—is mind-blowing. We wonder about the future of traditional media agencies. Still- technology can streamline tasks, but creativity adds the magic touch. Diversity & Inclusion: Clearly WIP - This year, Cannes once again highlighted the advertising industry's diversity gap. There's a lot of emphasis on skin color in this conversation. However, we believe that age, socioeconomic background, physical and mental abilities, and intellectual diversity represent big areas for improvement. As Richard Edelman noted on a panel, teams need intellectual and ideological diversity. If the industry keeps recruiting and amplifying the same voices, how will it say anything new? The State of Advertising: Evolving, Not Extinct. Award-winning work showcases incredible creativity but we think it doesn't always translate to real-world effectiveness. Traditional advertising is declining, with platforms like TikTok taking center stage. We need to embrace these new realities and find creative ways to connect with audiences in this ever-changing media landscape. The move to social-first, earned-first seems inevitable. And also- quite exciting. What were your biggest takeaways from Cannes Lions this year? #CannesLions2024 #Advertising #AI #Diversity #Creativity #FutureofWork

📍 Panel: "Leveraging Data, Tech, and Investment to Revolutionize Fan Engagement" Join us as we dive into the digital transformation reshaping the sports industry! Our panel brings together, David Antoline, Deven Hurt, and Gregory Krug, MBA, three prominent leaders in sports technology to explore: Innovative approaches transforming digital fan experiences Cutting-edge technologies enhancing engagement Data-driven strategies for personalized fan interactions New business models driving revenue growth 🔬 We'll examine how sports organizations, global clients, and startups are: Leveraging big data for fan insights Creating immersive, interactive experiences Implementing AI and machine learning for personalization Developing innovative monetization strategies 🎯 You'll walk away with: A comprehensive view of digital transformation in sports, actionable strategies for implementing new technologies, insights on emerging trends and future opportunities, and a deeper understanding of the evolving sports-tech landscape. Don't miss this opportunity to gain insider knowledge on revolutionizing fan engagement! Register now at https://lnkd.in/gbCdjyfB #SportsInnovation #FanEngagement #SportsTech #SportsBiz #SportsInnovationSummit

'Cannes'versations 2024: what roared loudest at Cannes Lions 2024? 🗯   The Cannes Lions International Festival of Creativity 2024 served as a captivating testament to the evolving relationship between human ingenuity and technological prowess within the cre'AI'tive landscape. The roar at Cannes wasn't just about celebrating campaigns; it was about exploring what's next. From harnessing AI's potential for personalized content to redefining the roles of content creators, Cannes Lions unveiled a kaleidoscope of cutting-edge approaches. It showed that AI will no longer be just a tool, it will become a creative partner. However, Cannes Lions wasn't solely focused on innovation and the future. It emphasized the importance of harnessing these advancements for real-world impact, fostering collaboration, and ensuring inclusivity. It served as a beacon, highlighting that while technology remains a powerful driver, enduring success will hinge on brand purpose and authenticity, emotional connections, and the harmonious marriage of sustainability, diversity, equity, and inclusion with marketing strategies. Everest Group's report, 'Cannes Lions 2024: How Technology is Driving Creativity to New Heights,' delves into these key themes that are shaping the future of advertising and marketing. It provides insights to navigate this rapidly evolving landscape and leverage technology to craft impactful and future-proof campaigns.   Check out the full report here: https://lnkd.in/gmY3autp Chirajeet Sengupta Nitish Mittal Yugal Joshi Nisha Krishan Vaani Sharma Mayank Choudhuri Aakash Verma Prachi Rohira   #CannesLions2024 #AI #technology #advertising #adtech #creativity #marketing #contentcreation #innovation #CannesLionsAwards #transformativeAI #AIdrivencreativity #interactiveexperience

Enjoyed speaking with Tag and Adobe this week in Cannes! Love the advice below, especially the point about organization-wide transformation, which is what content supply chain is all about. Consider the following insight from a recent IBM Institute for Business Value study with Adobe and Amazon Web Services (AWS): 💡Only 5% of companies today have an organization-wide approach to generative AI, yet brands must create more (likely, 5x - 20x more) with less (on average, 20% less budget) over the next two years. While we are still in early days on generative AI, we are clearly not in early days when it comes to the challenges facing agencies and clients that genAI will address. There are many stages to getting this right at scale. A theme from Cannes is that now is the time to build new data capabilities that will drive improvements, from understanding customers to producing the content that engages the right customer at the right time in the right channel.

Cannes Lions 2024 in the “digital” books! This event continues to showcase cutting-edge creativity and innovation but also provides unparalleled opportunities for connecting and listening to other leaders and visionaries. Here are a few tidbits. - Retail Media: Technologies have streamlined the process for agencies and buyers, allowing for the creation of full-funnel campaigns. This integrated approach not only enhances the customer experience but also provides precise measurement capabilities. More digitization and smart screens retain engagement and garner first-party data. - Diversity, Equity, and Inclusion (DEI), though I always add BELONGING to the acronym: Issa Rae stressed diversity in front and behind the camera. The Global DEI Charter by the World Federation of Advertisers aims for true diversity in marketing. - Sustainability: Initiatives like Ad Net Zero focus on reducing carbon emissions to net zero by 2030, addressing the global climate crisis. - AI (yes, I know that’s shocking): AI is set to transform literally EVERYTHING IN media with enhanced personalization and accurate tracking of data and information where it makes sense and can. ***Sorry, but that is worthy of another post (coming soon to a LinkedIn theatre near you)! - Metaverse and Virtual Experiences: Brands leveraged the metaverse to extend their impact beyond physical presence at Cannes. McCann Worldgroup’s MWVERSE is a prime example, featuring a virtual gallery with 10 rooms showcasing past and present campaigns. This will continue to allow us to break the limitations of physical events to reach a broader audience. - Interoperability in TV and Media: Collaborations aim to create seamless connectivity between partners and suppliers, addressing the growing demand from brands for better integration. This push towards interoperability is crucial for delivering more…wait for it …you guessed it. MORE personalized and effective campaigns. Biggest reality is this…Any future where we all play will be fueled by technology, inclusivity, sustainability, and innovative media approaches that drive true personalization. That is what transformation will look like 2024+. Cc Butler/Till #CannesLions2024 #MarketingInsights #MediaTrends

What trends should you keep in mind for 2024:? 1. AI's Evolution: This year will witness AI's continued dominance and evolution in events, redefining engagement and personalization. 2. Tech-Friendly Venues: Venues embrace technology, creating immersive experiences that elevate event engagement. 3. DEI Driving Content & Tech: Diversity, equity, and inclusion are becoming pivotal, steering content creation and technological advancements in the industry. 4. Hybrid Events Center Stage: The spotlight is on hybrid events, offering a seamless blend of virtual and in-person experiences for maximum impact. Get ready for 2024. Book a Free Marketing Session with our Senior Marketing Specialist. 👉 https://lnkd.in/eBrcBbXz #ArtificialIntelligence #EventProduction #HybridEvents #EventTech

The Impact of Digital Transformation on Social Experiences 🌍 #DigitalTransformation is redefining social experiences, making them more seamless and connected. Explore how tech is reshaping interactions! 💫 #SocialExperience #TechInnovation #FutureTech

My first time at Cannes Lions and what a week it has been! Filled with learning and inspiration, but it’s the people that made it such a memorable experience. A few of the things that resonated with me.. 📢 I love good creative! But I totally agree with Mark Ritson’s challenge, delivered in his usual entertaining style - creativity is not enough, in fact it’s worthless in absence of a clear consumer proposition and strategy. 🙌🏼 A reminder that the best ad campaigns make a memorable, valuable and deliverable promise to customers. Which spring to mind for you? 🎨 💰 Creativity holds great power for brand value. Be bold and say yes to being experimental with creative executions. 👀 It’s increasingly difficult for brand content to get attention on social and even more difficult to elicit a positive response. The winning brands are those that have fully embraced the creator economy with authenticity, engaging diverse niches to accelerate creative connections. 🦾🧠 Finally, how could I not mention AI? It was an obligatory topic in every discussion. My main takeaway from all the whizzy things I saw and heard is that these tools will hold more and more opportunity for marketeers, but it requires human intelligence to unlock their power - you are creative, AI is not. That’s a wrap 🎬 #CannesLions2024

Here’s how brands are preparing to go for marketing gold at this year's Paris Olympics: 1/ Leveraging social media partnerships 2/ Utilizing AI for advanced tech innovations 3/ Emotive storytelling and inclusive narratives 4/ Focus on sustainability with the greenest games in history 5/ Major sponsors like Nike, Coca-Cola, and Airbnb enhancing their campaigns Find out how top brands do this in our latest blog. Click here for more: https://buff.ly/4d90GN7 _________ #DigitalMarketing #OlympicGames #MarketingStrategy #AI #ParisOlympics

Reflecting on how technology impacted the recent Las Vegas Super Bowl – from personalized digital assistants to real-time data integration, fans became active participants, setting a new standard in live sports experiences. Please enjoy my recent RTInsights article - these innovations will surely shape the future of sports and entertainment events. #AI #genai #technologyinnovation #customerexperience #fanexperience https://lnkd.in/gPkZJA-B