Cannes’ entry numbers may be slightly down but it has been balanced by a rise in the number of CMOs attending. In 2017 there were 57, this year there are 100. I attended Wake Up with The Economist first thing today. Data mistrust, the continuing need for conversation about diversity and the CMO glass ceiling were key themes. Diego Scotti of Verizon was refreshingly candid in his belief that we are over reliant on data. Clients also need to understand that “big creative talent costs money” and to stop putting the squeeze on agencies. We are in grave times, “advertising has become pollution”. Referencing streaming’s opting-out option he said, “As advertisers we’ve become lazy, it’s become a game of tonnage. And our audience is now paying to NOT see us.”
Nick Law of Groupe Publicis lamented the loss of the global CCO in his Creatives in Control session. Law cautioned against spreadsheets running an agency when the product is, in fact, creativity. He argued for the need for media and creative to reunite, which is a recurring theme this year for a number of speakers.
Marie Kondo has gone from closet organizer to cult. Her books have sold 11 million copies in 42 countries. How fascinating that Kondo’s Less stuff. More Joy. session has positioned her as the anti-consumerist icon hoping to reverse our addiction to stuff at a festival committed to selling more. Thoughtful stat to share: Each home has on average 10 to 20 thousand items.
That’s a lot of “joy sparking”.
Jargon Alert of the Day:
Apparently we need to “habit stack” and take “micro steps” to “fuel healthy habits” according to Gayle King, P&G’s Marc Pritchard and my favourite bad ass and her dessert-dish sized earrings: Bozama Saint John. Overwork has become our default position to validate ourselves. This involves “shower mantras” and “sink/sync time” brushing our teeth and connecting with our kids. Jargon aside, it was a thoughtful session.