Feeling the creative vibes post-Cannes?

We’ve got you covered                                                                                                                                                                                                                                                           [View as webpage]( [ Image ] Got creativity on the brain? Us too. Here’s what we’ll be mulling well after Cannes ’23 BIG TOPIC AI + creativity, not vs. creativity While it’s tempting to set up a David vs. Goliath story in which AI is at odds with creativity (or creative jobs), that’s shortsighted. “Creative and technology pull each other forward like a rubber band,” says Jon Halvorson, global SVP at Mondelēz International. As part of the Open Creative Project by Creative Works at Google, 25 leading figures in the creative industry weighed in on the future of their field. Some hot takes: - “Instead of creatives who become tech savvy or tech conscious, you may get engineers who become creatively able. But it’s going to have to be a mix of the left brain and the right brain. It has to be arts and science.” — Sir Martin Sorrell, Executive Chairman, S4Capital - “When there are more touchpoints … and brands want to be in all of those spaces in the right way, and in the way that consumers expect them to be, then the expense of that model, if it’s purely human-based, is not feasible.” — Wendy Clark, former Global CEO, Dentsu International - “To measure creativity, we need to give a creative definition to the word ‘measurement.’” — Umesh Krishna, Head of Marketing, AOT Technologies [Peruse pearls of wisdom from the other 22 creative luminaries](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=) BUT REALLY ... How are creative teams using AI? Billy Corbyn and his Global Creative Works team at Google set out to understand how interdisciplinary creative teams are already exploring AI. The main use cases they heard about after speaking to creatives around the world included: - Interactive ads from voice activation to audiovisual journeys - Envisioning results — and selling that vision to clients with design fiction - Guiding concept iteration, strategy, and production at scale [Scope out the example use cases](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=) QUOTABLE “I dreamed of being able to get out of the weeds of digital execution. … I just wanted to get back to marketing. But, at the time, that felt like science fiction. Not anymore.” — Marie Gulin-Merle, Global VP of Ads Marketing at Google [Check out her takeaway from Cannes: The AI revolution means marketers can get back to marketing](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=) THE DATA'S IN LGBTQ inclusivity is a win Americans are 2X more likely to buy or use a brand that publicly supports and demonstrates a commitment to expanding LGBTQ rights. But mixed signals — rising customer support on the one hand, pushback on the other (which we’ve seen play out among a few major brands lately) — can leave marketers unsure of their own inclusive marketing plans. What does the data actually say? Research from GLAAD finds that 3 out of 4 non-LGBTQ adults feel comfortable seeing LGBTQ people in ads. [Read the full interview with Sarah Kate Ellis, president and CEO of GLAAD](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=) GOOGLE IN THE NEWS - YouTube shared its top 10 ads of the year, which were dominated by streaming services. Adweek [has the story](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=). - Disney is integrating Google’s new ad tech product known as PAIR. Ad Age notes it could boost the effectiveness of major Disney advertisers by providing [better targeting and measurement](=/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=). - Google’s AI push continues with [two new AI-driven means](/MTcyLUdPUC04MTEAAAGMnCb3lUhUK3sY5p7gcSgjEE-HpwbiEn3KuK4IWxssLbynSgZ2C8ENu4DspWVKOk8TrRlDB6U=) for maximizing campaign performance, especially of video-based campaigns, writes Marketing Dive. Received this email from a friend? 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