The Future of Marketing - Cannes Lions

Day 4

Disclaimer: Unfortunately, today's blog will be rather short due to misplaced notes. Sorry!

Getty Images (Seminar)

The first seminar I attended today was hosted by Moderator Lewis Blackwell of Getty Images. This presentation/forum discussion was titled "Advertising Activism! New Secrets for Going Beyond Propaganda." As mention in many of my previous blogs, the Advertising world is evoling rapidly with the emergence of new technologies. The way consumers are engaged with new media content, whether it be strictly visual or an interactive experience, has given Marketers and Advertisers newer and modern opportunities to engage. A key message taken from the seminar had been, "Advertisers must embrace and align all channels of communications (Both Online and Offline) with an audience whenever, whereever and however the ever-on individual desires." We must be able to work on various levels to create a unison approach to create not only a simple Ad campaign, but also a entertaining one as well.

Cows In Jackets (Workshop)

The first workshop I attended today was hosted by Daniela Kraustsack of Cows In Jackets. The workshop was titled "From Art to Urban Trends: Future Directions of Ambient Advertising." To understand the workshop completely, you must first understand what Ambient Advertising is. Like Guerilla advertising, Ambient advertising utilizes the world as a platform to create an interactive brand experience fused with entertainment. Major cities may very well represent the future of advertising through the interactivity being used to engage consumers. One example mentioned was a Installation with Phillips and the use of light. Phillips Energy utilized a national landmark to get their message of an efficient product. Ambient Advertising mixes these live experiences to reach target audiences in “hard to reach places” and keep the message fresh and clear in their minds on a day-to-day basis. The future of Advertising will rely, as Krautsack states, "...by new mixes of light, architecture, and [mass] media." These relevations will drive the way brands communicate and interact with their consumers daily. The following link showcases many of the different ways brands utlizing natural space to create an out of home experience. Ambient Advertising Media

Until next time,

Cheers!

Irving Escobar