Cannes 2005 Commentary: Consumer-Control and the Age-of-Disruption

The stage was set for the big one. After four days of extensive discussions across 30 odd seminars, and two award ceremonies, it all boiled down to the final question – how does the industry mange this fundamental transition. Or as Sir Martin Sorrel calls it - ‘The age of disruption.’

In one of the most awaited fixture at Cannes 2005 the Friday afternoon debate titled ‘Building a Better Mousetrap’, the industry recognized this flux, and some of the most influential people in the business attempted answers.

Lets first understand this ‘Age of Disruption.’ Much like how Japanese in 80’s, and more recently the Koreans, changed the texture of world car market, the forces of technology (as in the PVRs, Internet, Mobile) have given unprecedented powers to consumers – to choose what they want, when, and where. One can argue that this is more true of the wired western world, but technology enabled media like mobile and internet are growing at such a fast clip in India that these forces of change will be a reality here, sooner than we all can visualize. Perhaps they already are.

“This is the age of disruption. Technology is driving the change. Agencies have to respond to this reality,” said Sorrel.

The other big shift is towards measurability of advertising and media. Clients are keen to know what is working, and change what’s not. The dreaded world in advertising circles ‘Procurement’ is a reality. How does the industry get around it?

First, stop calling ourselves as the ‘advertising’ industry. It’s all about exciting consumers with a brand idea, thru a medium that they access. From Internet chat rooms, to ‘viral’ internet-only films, to other un-conventional media often dubbed below-the-line. Ofcouse, if need be, with the backing of the big media like TV, and Press. Become ‘media agnostic.’

“The world is becoming flat. Above-the-line is merging into below-the-line and visa versa. There is no line anymore,” remarked Howard Draft, Chairman and CEO of agency Draft. Sir Sorrel added, “Today there is a tug of war – does media come first or creative/ brand agency. I am agnostic about it. For me the Ideas come first.”

So find a great idea and hold on to it. Lachlan Murdoch, Deputy COO, News Corp got the deserved claps when he said, “Every campaign needs to be a Titanium.” Titanium is a recently introduced award category in Cannes which recognizes a holistic campaign.

Pointing at another dimension of the disruption, Sir Sorrel, said: “Today there is enormous pressure on clients to make marketing and media spends count. Focus on ROI, and the consequent involvement of the procurement department, is a reality that we cannot wish away,”

The measurement era is making two things happen: a) More focus on monitoring and measuring results (Testing, data analysis and econometric modeling comes here), and b) move towards measurable mediums like internet and digital.

When asked by the moderator and Ad Age editor Scott Donaton on one key advice to make things work, revered adman Chuck Porter offered a simple advice – “Be wholistic in your approach. We have talented people, and talented people can create communications for any form and any medium.”

And what’s the biggest frustration? For Sorrel it isn’t technology, but people. “People aren’t working together. There is internal politics in our organizations. And little internal alignment on client’s side. This is my biggest frustration at the moment,” said Sorrel.

Indeed a fascinating discussion.

If Indian ad industry can recognize these global shifts, and make an adjustment before the changes hit the face, the age of disruption will perhaps be less painful.