Following the high profile CreaTech 2019 conference, a UK contingent took its take on the CreaTech category to the Cannes Lions International Festival of Creativity from June 17-21st.
At a dedicated Festival session on the topic, a panel led by Janet Hull, IPA Director of Marketing Strategy (second from right), and James Murphy (first left), an Advertising Exports Champion, explored examples of CreaTech innovation and expertise from UK companies.
The panel also comprised representatives from innovative agencies: Neil Henderson (middle), CEO of St Luke’s, Jude Owner (second from left), CEO of Playmob, and Carl Grinter (end right), MD of Three Wise Monkeys.
Henderson demonstrated the work that the agency had created for New Zealand brand Old Mout Cider as it entered the UK market, drawing on its NZ heritage by creating animated brand characters, as part of its global expansion.
Ower discussed how her business used the power of gaming and data to build meaningful relationships between brands and consumers.
Grinter from Three Wise Monkeys outlined how his firm was breaking boundaries in the area of liminal surprise by moving people from physical, to virtual and back to the physical world via advertising.
The session was one of a number run by organisations from the UK creative industries. Read more about the UK advertising industry's representation at Cannes in the advertising section.