We are excited to attend the Cannes International Advertising Festival this year for the first time ever. The Cannes Lions festival is the global meeting place for those who are passionate about creativity in communications and is known for its program of awards, considered the “Oscars” of the advertising world.
On June 24th, Adobe CEO Shantanu Narayen participated in a one-hour invitation-only speaker series that featured top industry leaders including: Joseph V. Tripodi (Executive VP, CM and Commercial Officer, Coca-Cola); Mark Zuckerberg (CEO, Facebook); Jeff Goodby (Goodby Silverstein & Partners); Maurice Lévy (Chairman, CEO, Publicis) and film producer John Landau.
In his talk, Shantanu described how the advertising and media industries have undergone a massive transformation in the last decade. People are “hyper-connected”, consuming more and more media, simultaneously from different devices. As a result, brands have to manage consistent and compelling experiences across multiple touch points to be effective. And while technology and devices enable the delivery of content in today’s environment, it is the content that inspires and engages the audience and turns a business transaction into an engaging experience. Within this context, Shantanu discussed Adobe’s role in enabling new forms of creativity to help move businesses forward in this new landscape.
Shantanu also highlighted some of today’s most successful digital advertisers who are championing major brands. He discussed how Adobe is working with our partners to build open, integrated digital platforms that bring this transformation into focus at every step of media creation, delivery and optimization – and why the opportunity for creativity and profit have never been greater. He highlighted examples of brilliant digital creative such as the Nissan LEAF website, the Adidas TeamGeist online game, the Sprint Now widget library and the Wired Reader digital magazine experience on an iPad. Demonstrations included a multiscreen experience with World Cup soccer content across PC, TV and the just-announced Motorola Droid X smartphone.
Near the end of his discussion, Shantanu was joined on stage by Rich Silverstein of Goodby, Silverstein & Partners, to unveil a preview of the Adobe Museum of Digital Media which will be launching its first full exhibit in September 2010. The Adobe Museum of Digital Media (AMDM) is a first-in-class virtual museum that showcases the many faces of digital media and its influence on how we live and communicate in the world today.
Shantanu ended his talk with a message to businesses, creatives and advertisers: Adobe’s goal is to be a neutral, trusted partner ensuring their ability to create the most brilliant and engaging art possible, to deliver that work to the broadest possible audience and optimize those experiences for the greatest ROI. He acknowledged that it’s not about devices or technology, but about their power to create content, engage audiences and influence the world.