MERCADEO Versión en español
Lions Innovation presents survey about the communicational technological landscape
Manuela Walfenzao| 11 de mayo de 2015
The same as digital evolved from a marketing channel into a discipline in the advertising industry, the word innovation is intimately related with creativity, fact that will change the landscape of communications forever. In the light of that scenario, Cannes Lions implemented the category Innovation Lions in 2013, and devoted an entire day to innovation seminars in 2014. For this year they are launching a festival devoted to the exploration of technology and data as possible catalyzers of creativity: Lions Innovation.In creating this new festival, they decided to carry out a survey to have a better understanding of the perception the creative community has on the role of innovation. Agencies, brands, owners of media and technology companies participated in the interview.92% is optimistic regarding the future of the industry, 75% considers marketing research will be better in 2020, but, in spite of this, more than half of those surveyed said that their partners want to be more innovative but don’t know how to do it, and 69% thinks their company is not changing rapidly enough. Another important piece of data is that 38% thinks that their company’s culture does not make innovation easy.At the same time, creative success stories integrated with data and technology, do not offer an accurate landscape of how integrated those two worlds are. There is still great thirst for knowledge and a great need to build bridges among innovators, story narrators and brands.
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