Founder & Creative Chairman, Pereira & O'Dell
"Two years ago, I had the honor to chair the Branded Entertainment category at Cannes Lions, a competition focused on the essential question we all face: What do we do as an industry if the cornerstone of our craft – buying consumers' time – is no longer for sale? In Branded Entertainment, we focused on finding the ideas that somehow attracted their own audience and left that audience feeling they had a great time.
This year I return to preside over another jury, Social and Influencer, which also addresses the same fundamental challenge: creating opportunities to talk to a consumer whose time isn't buyable. However, this time, we will look at it from a different point of view. Instead of how to get them to spend time, we will search for ideas that inspire the future of our business by engaging consumers who are willing to give us only a glance, as we float upwards through their timelines.
Young categories such as Social and Influencers (just like Branded Entertainment two years ago) aim to deliver on the certainty that the results we pick this year are likely to change how the industry sees what "creative" means in this field. It’s a responsibility we won't take lightly, I promise. I saw the same thing even further back, when I helmed the now-extinct Cyber Lions, which back then was only a few years old too. At that time, we foresaw trends like the growth of video as an essential language of the digital world (before YouTube, I must note), the beauty of being creative through sound, and using rudimentary versions of what would today be called Artificial Intelligence. In hindsight, these were all big discoveries that came not from our pre-conceived notions of what digital was, but our openness to let the work shine and influence our taste and enthusiasm, shedding light on how incredible the future was about to be.
And here we are again.
In the name of the jury, in the name of the industry, I welcome you all into this new chapter of the marketing world, hoping the debate heating up our discussions will make us all smarter, prouder and more inspired for the years ahead.
Welcome to Cannes' Social and Influencer jury."