Facebook's Hacker Culture Heads to Cannes

Plans to develop campaigns, not just talk

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Facebook plans to hack the ad industry at Cannes. Instead of building software, it’s building marketing campaigns with brands.

Mark D’Arcy, chief creative officer of Facebook Creative Shop, is taking more than a dozen members of his team to meet with advertisers and agencies to brainstorm campaigns, and actually do work—not just talk theory and technology.

“A lot of emphasis at conferences like Cannes is talking about technology, talking about mobile. That revolution that’s going on gets a lot of airplay,” D’Arcy said.

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