So far this is the second session I’ve attended about big data and how it’s effecting our world. Is it just me? Or are a lot of these sessions about data an analytics?
Clearly big data is making its move to be the prom queen of Cannes this year. Because let’s be honest, next to winning some metal, being the most talked about topic at Cannes is…. well, super important.
The session was hosted by Ann Lewnes from Adobe and featured Jim Stengel formerly of P&G, Linus Karlsson of McCann Erickson and Jon Vein of MarketShare.
I think the most interesting part of the session was the topic of which is more important: Ads that get the most buzz (or “go viral” – hate that phrase)? Or Ads that go directly to the consumer and have impact?
Between Jim Stengel formerly from P&G and Jon Vein from MarketShare, they provided really interesting perspectives.
Jim believes that garnering buzz is the most important thing. It leads to a conversation and when people are interested, you have their attention and they will share it.
In a seemingly historic move, Jon disagred with Jim. He said that creating buzz may be good, but are you driving brand value and are you driving sales? Because without sales, buzz is meaningless.
What do you think? Is going viral the most important thing?
What about from a client’s perspective? Do they care more about going viral than using insights to connect directly with the consumer.
Would love to hear your thoughts.