Claire Davidson takes in the seminars at the Cannes Lions Festival of Creativity: Day 4

Claire Davidson (left) is in Cannes this year and is reporting exclusively for Campaign Brief Asia. Here’s her round up of the speaker sessions on Day 4.

Argh… Day 4.  

My rose hangover and I tumbled out of bed early this morning to catch the first session of the day. I took in the tech talk ‘Big Data and Advertising: Big Promise or Big Headache’ with Richard Frankel, President of Rocket Fuel.

If you are creative and have big ideas, then you need to know about consumers and brands. The way to know about that is to learn from data.  Big data is not the bully in the schoolyard, it’s the geeky kid in the front row who wants to help you with your homework. If you can build toward certainty, then you can create your ideas around this. All media will be digital in the future. All digital media will be programmatic. It will be bought and sold through technical platforms. Technology will be used to help marketers to reach their consumers more than ever before. That future is here today.

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