First and foremost, technology has the power to amplify great creativity. “It’s interesting how many more creative agencies we have spoken to at Cannes this year” says Pete O'Mara-Kane, General Manager of the mobile AI platform LoopMe, “because they can see that tech opens up even more creative possibility”. With the right tech partners in place, Pete explains, you can have one piece of creative, in multiple colours, with multiple calls to action, targeted to several different audience segments. That’s thousands of variations all from one idea, all optimised to make the work as impactful as possible.
Pete is absolutely right; over and over again when you look at the big winners from Cannes this year it’s clear that a great idea, backed up by smart tech is so much stronger than the sum of its parts.
This is perfectly encapsulated by the work of You & Mr Jones – a holding group who call themselves the world’s first ‘Brandtech’ group. I met with their Associate Partner, Daniel Floyed and he was confident that “all marketing can be done better, faster and cheaper using technology”. Daniel pointed out that today brands have to create more content than they ever have before, whilst being more authentic and more inclusive than ever before and all whilst working to tighter budgets. Technology has to an extent created these conditions but technology can also help brands to thrive in this new space. People-powered marketing, for example, is all about using technology to tap into the millions of people around the world who can create, produce and share meaningful content at scale.
The great leveller
Automation frees up the human mind and gives us space to think about bigger ideas. This is just as true in advertising as it was back when humans invented the written word. If programmatic tech can shoulder some of the heavy lifting behind the scenes, it means that we can focus on the much more valuable and painfully subjective business of good ideas.
I spoke to Justin Taylor, UK MD of Teads about this and he put it pretty succinctly, saying that “tech creates space for creativity to flourish” but it has also levelled the playing field. Today programmatic buying & AI optimisation is so widely adopted that AdTech has created a new normal from which all marketeers now must operate. Perfecting your media buy is no longer a huge competitive advantage as tech companies like Teads have made this so easy and accessible. You can no longer win by saying the same thing louder than everyone else. If you want to stand out, you better have something interesting to say.