The intersection of data and creativity stands to be one of the hottest topics of discussion at Cannes once again this year. And as a result, more ad-tech executives and data scientists are receiving accolades for their work than ever before.
“It’s exciting to have clients and to have people in our own organizations who normally don’t get to have their particular brand of awesome and creativity recognized,” says Lincoln Bjorkman, Wunderman’s global chief creative officer, in an interview with Beet.TV. “Now suddenly a big bright light is being shined upon excellent pieces of work.”
Work for two very different Wunderman clients — Microsoft and the UK-based newspaper The Sun — is entered in this year’s new “Creative Data Lions” category.
Bjorkman observes that the infusion of data into every aspect of the way that campaigns are designed and delivered has had a tremendous impact on client expectations. Long gone are the days when an agency would deliberate for four to six weeks on a six-month plan. Now clients expect agencies to optimize campaigns in real time based on data insights.
“[Brands] want things immediately,” he says. “They want social listening and they want content and [trends] that are happening to be reflected in their campaigns and their ideas.”