"...consider that for most of the week there was more excitement among delegates about the cyber, integrated and titanium categories than there was about film."
From 'Evolution' Win Marks Dawn of New Cannes Era AdAge.com.
Even though marketing budgets are still in the 70 - 90% traditional media space, the bulk of the buzz is in non-traditional.
Nike Plus got a titanium Lion.
The titanium Grand Prix went to Burger King for "Xbox King Games.
So what is advertising? It use to be about jingles. Then about telling the funniest joke. Now, it's hardly even about any sort of outbound messaging. It's about creating engagements that consumers actually want to participate in. Want and seek out.
Agencies aren't going to have the luxury much longer in having a hostage audience - it's about new media. So what is New Media?
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