Prashant Kumar Cannes Lions 2022 views sustainability promoting Made in Future

Prashant Kumar, a former Cannes Lions jury member, on what to anticipate in 2022 and why the pageant is greater than its ‘celebration week’ popularity

Prashant Kumar, a former Cannes Lions jury member, on what to anticipate in 2022 and why the pageant is greater than its ‘celebration week’ popularity

It’s been two years because the occasion passed off in individual. Is that this an opportunity for a reset?

It completely is. And due to this fact, count on numerous rising platforms with ad-based fashions; tonnes of award submissions on how manufacturers beat COVID-19 or greened the planet; and allusions to the brand new regular to justify something and every part. Additionally, count on a post-Sandberg Meta-morphosis, a variety of references to business 4.0 applied sciences, and the darkish shadows of the incoming recession. Someplace from the fog of talks, submissions and the wild bacchanalia will emerge the form of the brand new advertising future. It is going to be a advertising made in future somewhat than a band-aided model of the legacy considering of the 90s.

What are the alternatives that weren’t there pre-pandemic and are actually with Internet 3?

Nicely, for one, the pandemic has proven that we’re all one massive physique of humanity. Considerably just like the tree of souls on the planet of Pandora [ Avatar], we’re all linked in a single material of life. And therefore, corporations and types, and other people should begin drawing their circle of empathy a lot wider than they’ve to this point. The pandemic has additionally proven that mediated dwelling, somewhat than located dwelling, goes to turn into extra pivotal to the human dwelling expertise. This dwelling can be extra complicated, however expertise will assist make it easy and environment friendly. We will stay extra life per life — pack extra information, experiences, and extra numerous survival pathways on account of this effectivity and suppleness.

The rise of blockchain and leaderless consensus have raised hopes for passing again the ability to the folks from platforms in terms of their particular person knowledge. I’m barely cynical about how that one goes. If Web3.0 has to really stay to its techno-political promise, regulators want deeper engagement with the civil society and frontier firms and lay down the baselines. Or, identical to the open-source revolution, it should result in a good better focus of energy.

What would you say to individuals who touch upon Cannes Lions’ popularity as a celebration week?

They’re proper, at some stage. However then, it’s every week to go away your ‘field’ behind, take on the planet and all that’s actually happening, and be capable to rethink a number of issues. It does require Cannes to really feel quite a bit much less like work, or our pure tendency can be to leap again into our containers. Booze breaks the field, many would argue. In case you are sensible, you get pleasure from each events and views.

MAAD performs at a Spotify-hosted night of music at Cannes Lions 2019.
| Photograph Credit score: Getty Photographs

Your touch upon the budgets to attend Cannes Lions and that it’s the reverse of inclusivity now?

Cannes was at all times unique, particularly for Asians and Indians so far as I’ve identified [I’ve been there since 2009]. In contrast to Europeans, who can largely drive right down to celebration, even when they don’t attend the precise reveals. Ought to or not it’s extra socialist? That’s a world query, actually. I feel the organisers have been attempting to do a string of regional reveals to carry the standard to the areas. On the finish of the day, the French Riviera shouldn’t be designed for everybody and Cannes is a small city. In a traditional Cannes Lions season, in the event you didn’t e-book early, it’s powerful to get an honest place to remain, or a seat on the eating places. So, I believe that the ticket costs additionally mirror how a lot urge for food for the gang the place has. Digital makes it extremely environment friendly to view the work and the winners, and to attend the talks. However whether or not the efficacy is similar is uncertain. You don’t go to Cannes to see most work in minimal time. You go to attempt change your views. That wants immersion. Plus, there may be celebration.

What do you consider the various paywalls in place this yr?

Nicely, it’s not shocking. All issues value perusing should erect some type of paywalls. Together with newspapers, for example. Organisers have waited with bated breath for the pandemic to recover from. They’ve a lot development to get well, as with all affected companies and nations. I’d absolutely need them to be extra discerning, so that they don’t miss the curious, hungry learners in growing and mid-income nations. Corporations have to chip in to assist with entry, too.

What are the conversations that must be had — on sustainability, inclusivity, and many others?

Nicely, these items will get talked about. Cannes Lions is a bit like Davos, they at all times dial the best correctness. So why don’t we give attention to conversations that must be had, however might not occur. As an example, how nice is WFH for gender equality within the office, as ladies in a caretaker function, or moms with younger kids can now discover it quite a bit simpler to steadiness work and residential. Or why the armies of company flyers may be retired now, as folks actually don’t have to journey that a lot for work. Or half of the costly job profiles in costly world cities do not likely have to be primarily based there [can be based in Jaunpur or Salem or Penang]. Or that ‘obsolescence’ technique of various sectors wants an lively civil society intervention [does an iPhone really need to go slow once the new model comes in?].

Prashant Kumar is the founding father of Entropia, a next-gen advertising companies firm, and is the creator of Made in Future: A Story of Advertising, Media, and Content material for Our Time

By- The Hindu

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