Why Tech's Impact on Creative Will Dominate Discussion at Cannes Lions

And while seemingly disparate, they are actually very much entwined and integral to present-day survival and future success. First is the growing parity between programmatic and creative, and second is finding and keeping the talent capable of understanding and unlocking the potential of both.

This shift in focus toward tech and data was discernible last June when the ad tech armada literally dropped anchor in the Cannes Marina, with yacht after yacht manned by the ad tech-erati, dressed in their uniform of dark jeans, crisp gingham button downs and blue blazers.

They were cool, sure, but creative?

Some agency execs voiced laments that these dudes—and they were almost entirely male—were dampening the creative celebration that makes Cannes so special and the magic that brings the Swedish creative director with neck ink to pick up an award for...