How very odd to be attending Cannes Lions this year from the solitude of my dining room table. It lacks the frantic buzz, and there’s nary a yacht in sight. But choosing which event to attend is much easier when there’s so few to choose from. I tucked my FOMO gently aside.
Let’s jump in.
Pivot is the word du jour. I have heard it used no less than 63 times today. I have even chanted it quietly a few times myself. But Rei Inamoto shared the four key pivots for businesses to grow in the new normal. His fascinating parallel was a world-famous high-end restaurant. Anything involving a pricy bento box has my immediate attention.
In the year ahead, creativity is non-negotiable for survival and success. We need to “unstatus quo” all we do. Today at Apple was cited as a remarkable example for their pivot (there it is) from mere bricks and mortar to educational hubs that celebrated creativity. Which leads me to an inevitable Steve Jobs quote, “Give people what they want before they know they want it.”
Big themes today included brand commerce’s evolution to “me commerce”; the future of work in the wake of WFH; the “Covid Mantra”of react, respond, rebuild.
Alex Bennett-Grant tackled advertising’s dirty laundry; racist casting, and what it will take to make a difference. Deeply thought-provoking, and timely.
Spotify highlighted the power audio as an antidote to the screen exhaustion we have all been experiencing. The under-30s are now binge-podcast listening. From an advertiser’s perspective it is also interesting to note that 81% of audio ad listeners take action. Sounds like podcasts are having a moment. It’s about time.
Most thought-provoking quote of the day. Regarding the introduction of KFC’s new “pocket stores” in China (a pocket store, for the uninitiated, mobile ordering taken to an entirely new level) “KFC is a tech company disguised as a fried chicken store.”
Today’s events closed with a sax-playing sasquatch, called, appropriately enough, Saxsquatch. It was oddly soothing.
And finally, I’ve always believed that return on emotion is the new ROI. In these strange times, I was reminded of how much I loved this wonderfully empathetic work this year from Facebook. Enjoy. See you à demain.