Brands that will be most successful in innovation are those that focus on it in a fine-tuned way, says Cary Tilds, Chief Innovation Officer at Group M during a conversation with Beet.TV about innovation, technology and what’s coming down the pike in marketing. “The brands that are winning in creativity have ‘purposeful innovation,’ she says. “The industry is moving from random acts of digital brilliance to consistent acts of digital brilliance. In order for us to have proper innovation it needs to be purpose-driven, with focused attention and an outcome we are going to action on. That’s where true innovations lies,” she says.

Advertisers can benefit most from frameworks and structure around innovation to help drive it forward. Automation goes hand in hand with innovation and helps reduce friction in buying and selling of media. New technology to watch includes wearable tech, augmented reality and automatic content recognition, Tilds says.

We spoke with Tilds as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.

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