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Cannes 2016

The New Generation of Creatives That Are Helping Clients Behave

SapientNitro, 2 years, 3 months ago

Worldwide Chief Creative Officer at SapientNitro Gaston Legorburu on the new-gen talent at Cannes Lions

The New Generation of Creatives That Are Helping Clients Behave

Too often creativity is referred to as sitting in opposition of technology - its seemingly distant adversary. This old versus new guard mentality is one that has kept marketers’ minds and conversations occupied for years, further siloing an industry that clearly benefits from collaboration and interaction.

Nowhere was this division more visible than at Cannes Lions. What started out with the so-called “old guard,” the Festival of Creativity was a place that celebrated traditional advertising with a heavy focus on the power of the 30-second spot. However, with the advent of novel media and platforms, this all began to change. Soon enough, tech startups began proliferating as quickly as mobile technology and the beach outside of the Palais became occupied by this so-called “new guard.”

And so it remained for several years: The inside of the Palais became the home of marketers, while the outside surroundings became the hotspots for technologists. 

This year’s festival, however, delivered something different. 

It seems that while the back and forth between these distinct guards was occurring, a new generation flourished. And this group does not subscribe to either camp. Instead, it extends its reach in both directions and pools its strength from a balance between the two. 

The symbiosis depicted by this group shows that creativity no longer stands solely on the pillars of pictures and words. It stands on innovation. Making and doing, along with other actions, propel brands beyond the limited effectiveness of proclamations. They generate stronger engagement and loyalty by delivering purposeful branding and useful marketing.

The presence of an Innovation focus at this year’s Cannes Lions was proof enough. It stood as an emblem for the future, combining three stages - discovery, inspiration, and experience - into what was arguably the most forward-thinking portion of the content program. It further validated the prowess of this new generation’s multilateral mentality, one that is not held back by the biases, legacies, or agendas of our industry’s past. 

So while the silly debate between creativity and technology evolved, these innovative thinkers focused on balance. And by remaining neutral - creating at the intersection of story and technology - this new generation of creatives is not just helping clients to communicate. It is helping them to behave.