Meters ready from Cannes on day 4

Here are the definitions of a few words that our guest author remembers from his visit to Cannes this year.

Day 4 at Cannes Lions 2022, and it would be a crime for me to wish for more lions. I will do it anyway.

I’m back here to give you some gyaan from Cannes (hope you see what I did there). Day 4 is all about the buzzwords/things to do of 2022. Here’s your flashcard wallet; apply them at will.

The metaverse:

The virtual universe is here for real. It’s time we started building for this world. It’s time to start planning for convergence. Call your clients/agencies and start building.

Creative technology:

Creativity is no longer just copy and art. The creation consists of copy, art, technology, metaverse expert, video editor, analyst, community manager, etc. Build better, build strong.

Back to ideas:

We’ve heard business people talk about return on investment; it’s time to start asking our creative partners what is the feedback on the idea? To demystify this, this is a simple metric of whether the concept meets one of the following metrics

We are, after all, in advertising. It has to be fun.

Miscellaneous notice (apply all the time):

This is the most important and non-negotiable. If you’re going to survive, deliver better, and create meaningful ideas, you need diverse opinions. To have diverse opinions, you need to surround yourself with people from diverse backgrounds, races, genders, and geographies. Inform your HR managers immediately.

Then day 5. The biggest night of this year. See you soon!

(Guest author is managing partner at Dentsu Webchutney, digital creative agency of Dentsu Creative India.)

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