Simon Bookallil: We are still in Beta

Cannes content this year - in fact the last three years - has dedicated itself to the changing landscape of technology and its impact on marketing communications.

Yes - we are in a continuous digital revolution and the media landscape has fragmented tremendously. Things have changed. Technology seems to rise up in front of our eyes and before we know it - it gets empowered by consumers leaving advertisers, marketers or agencies staring like startled rabbits in headlights.

What is reinforced at Cannes is that collectively we focus too much on the tools and not the behavioral change behind the digital innovations. We need to use words like networks and sharing instead of digital or platforms. This brings the human element to the technology.

This change of course creates opportunity for savvy marketers and we have seen many take advantage of this new era - punching beyond their media weight with campaigns designed to share.
Naked's gold medal winning 'Steal Banksy' plays this card well.

By using the power of social platforms, and its influence on general media, campaigns leverage and compound the networks served up by technology. Brave brands and brave strategies can equal tremendous returns. It's not just about disruption it's about social interaction and engagement. Imagine trying to do 'Steal Banksy' with a traditional media platform.

But of course not all brands have the agility to do this - or do they? Nike, Coke and American Express have also shown at Cannes how to leverage digital technologies with great consumer impact.

So what next?

The four big discussion points at Cannes for me have been; the impact of data on strategic and creative thinking, the influence of 'generational social' on media use, the rapid movement of consumers to mobile as the primary screen and the human price of being a 'hyper connected' consumer.

So how will this behavior change the way we market to consumers?

The answer is in engaging content and relevant context using sharper tools to craft campaigns – but that might change when a new technology springs up.

Simon Bookallil
Chief Executive 
Bashful