Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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The Age of Augmentation

Brilliant piece by Tim on how technology will Augment us. Kevin Kelly made this point well at Cannes – the best chess player isn’t the best machine – its the best machine and best human player together.

Sure, there will be jobs that are entirely replaced (not looking good for truck drivers or warehouse workers). But for jobs where efficiency or productivity are less important, such as in science, the arts and human experience, – they will be primarily a human territory. “You don’t rank Picasso on how many paintings per hour he is putting out,” Kelly said. AI is not man versus machine, it is humans working with machines. “The best medical diagnostician in the world is not Watson and it’s not a human doctor, it is a team [of humans and AI],” he said, adding: “You will be paid by how well you work with AI.”

Augmentation isn’t about elimination, it is about creation. That’s where the action will be. Tim puts it well:

Technology lets us rethink the very structure of how we do things. Consider, for example, the way that Uber and Lyft have transformed urban transportation. There were connected taxicabs long before Uber — but all they did was to recreate the old process. What we got for our connectivity was a credit card reader in the back, and a small screen showing us ads. What Garrett Camp and Travis Kalanick realized was that humans were now augmented by location-aware smartphones, and so you could completely rethink the way you summoned a car. It would be utter magic to someone from the past — that you can click on your phone, and summon a car to where-ever you are, and to know just how long it will take for a car to pick you up.

But when Uber started talking about self driving cars, they lost the plot and started talking only about cutting costs and eliminating workers. Rather than crowing about how they’d finally get rid of those pesky drivers, they should have been talking about an experiment that they’ve run since 2014, delivering flu shots. “Sure, we won’t always have drivers. But just imagine how many other jobs we can restructure and make more magical and on demand once the transportation is even cheaper and more convenient!

Kevin Kelly’s book is well worth a read.

And, somewhat shamelessly, you can read more in Augmented

One Response

  1. By generic doctor on December 1st, 2016 at 2:11 pm

    Your pics look fantastic !!! https://www.youtube.com/watch?v=vIJzPyBZiQA

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