1) More than ever, the ideas that get talked about are the ones that take a position in the world. We’ve seen this happen this year in both extremely positive and negative ways. It was interesting that the Fearless Girl phenomenon and the Pepsi Kendall Jenner backlash happened within a month of each other. If you’re going to take a stand, it’s got to be in a way that is authentic to the brand.
2) At McCann, we are obviously immensely proud of the way Fearless Girl struck a chord. But there has been so much great work across the industry. I loved the Sandy Hook Promise film from BBDO.
You also happen to be catching me on the day after I saw Christopher Nolan’s Dunkirk in Imax – I found it incredibly moving. Brilliantly directed. Despite many people deciding that movies are no longer where the interesting stuff is happening, they still have incredible potential to move people.
3) I love the Adidas Original is Never Finished anthem. Amazing use of music and talent.
4) I continue to think it’s a really exciting time for the industry. Technology means that the impact we can have is larger and more immediate than ever before. This will continue to become even more dramatic over the coming year.
5) I think you’re seeing innovation for innovation’s sake on the way out. The best ideas are using technology but in service of the idea. Not the other way around. This is a really good thing.
One thing that was nice to see to see at Cannes this year was a renewed sense of energy around the film categories. Work like the We’re the Superhumans showed that film can be more vital than ever. But back to question 1, it has to take a position.
6) It’s actually the oldest technology – people. We’re investing in people who are excited about and open to all the possibilities of the age we’re living in.