“It feels like Mom and Dad crashed the party this year,” a top agency executive said to me in a fog of rosé in Cannes last night.
It’s certainly the theme of the week, which is winding down on a distinctly more serious note than years past. And leading the charge are the marketers, who have arrived and are here to get things done.
“I’ve had clients up my ass all week,” said this agency exec. “Every time someone comes out talking about influencer marketing, or fraud or something, they call me asking what we’re doing about it.”
There are more marketers than ever before in Cannes. And going along with the theme of circumspection, many are using this week to either continue or kick-start conversations about some part of the digital marketing system they think is broken.
“What are the issues critical for the survival of our business? That’s what I’m here to focus on,” said Antonio Lucio, HP’s chief marketing officer. At HP, Lucio has been at the forefront of cleaning up internal organization to bring data and analytics closer with its media buying. He said that has been transformational — and also changed the way the company works with other parts of the marketing universe, including its agencies and its vendors.
Read More at The Original Article: digiday.com
