So Cannes sent out a ‘wrap up’ of things learnt from this years festival.
There was a lot of talk about authenticity and audience … great, intelligent speakers with genuinely fascinating perspectives on how we get closer to audiences without them just feeling like ‘the data told us what to say and how to do it’.
Again, this is not an anti-data thing. Far from it.
But for creativity to infiltrate, invigorate and ultimately move culture and business forwards, it needs to be resonant to the audience [and the brand] rather than be some semi-relevant message that has been designed to actively disregard the very things that makes us human.
For that I mean the messiness, hypocrisy, fears, complexity, loves, passions, habits and nuance of how we think, what we think and how we live … the stuff that gives us individuality … the stuff that is very different to just focusing on transactional data points that have ultimately been designed to give specific answers to specific questions that forgets the importance of context.
Great data folks understand the need for this.
Great planning folks understand the need for data.
Sadly, we still treat them as an either/or, which highlights our industry seems to be more focused on the ego of power and control rather than what can liberate the most interesting creativity. Ironically, while I think my attitude shows me in the most professional light that I’ve ever been, I recently got called a ‘corporate anarchist’ – which kind of reinforces my point – however all this is immaterial, because imagine the utter disappointment of the people who spoke their brilliance at Cannes and discovered in the wrap up, almost half the pages dedicated to this subject come from a ranty, sweary Nottingham lad.
Their loss.
The industries shame.
My unbelievable, unashamedly wonderful gain.
