PPPPreparing for Launch. And Lunches (Four Ps #213)
A Boondoggle, A Podcast, A New Challenger & the Next 500 Days
Greetings from the Côte d'Azur, from the southwest of Nice on the shores of a small town called Cannes.
After nearly 15 hours of travel due to a relatively late booking (which gave me ample sleepless time to compose this prose), I join tens of thousands of marketers, creators, and media/tech sales folk (and influencer/creators) in the pinkest of sunsets and rounds of rose already underway. Let's dive in so I can then go... dive in.
SOMETHING (IM)PRACTICAL: Lions, Titans, and Bear Markets
Here we go again, but this time even bigger and brasher than in years past despite economic uncertainty and tech tumultuous. In the kaleidoscopic realm of marketing, the Cannes Lions International Festival of Creativity has championed creative excellence for 70 years. But within the last two decades, the event has morphed from a humble celebration of creative marketing into an extravagant boondoggle of grandiose proportions. What was once a gathering of artistic minds now resembles a conspicuous battle of opulence, with media platforms, publishers, ad tech firms, and agencies indulging in an ostentatious display of fiscal bravado.
However, beneath the glittering veneer lies an intricate dance of necessity in the modern advertising landscape. It's why I'm here yet again. Lavish yachts, beach club lunches, pricy panels, and swanky soirees -- while seemingly excessive -- have transformed into a crucial arena where the titans of the marketing and media industries converge to vie for supremacy.
Within this fiercely competitive realm, where the amalgamation of creativity, technology, and strategic alliances reigns supreme, these opulent affairs serve as a breeding ground for networking, showcasing capabilities, demonstrating thought leadership, forging lucrative partnerships, and securing a competitive edge in the marketplace. Oh, and recognizing creative excellence, if there's time.
Many startups and emerging companies can't afford to be here. Very few can afford NOT to be here. This year, I return as one of the last remaining creative representatives at what may someday be renamed to Cannes Lions International Festival of Media and Adtech in ways that feel more like corporate naming rights on a sports stadium.
While the optics of these events may raise skepticism, they have become an indispensable part of the advertising industry, enabling companies to navigate the complexities of the modern marketing landscape and ensure their continued success. You gotta spend money to make money, they say. And many of these companies make a ton... or will die trying.
Hence, this annual trip to Cannes in the last days of June has become the lifeblood that fuels the survival and prosperity of companies within this dynamic realm of marketing maelstroms. But as always, I've left room in my schedule for kismet and the unexpected. I'm excited to see old friends, make some new ones, link up, learn, and lunch HARD. (Endless lunches and happy hours… it really sounds terrible, I know.)
My five questions for five days In Cannes:
Impact: A ton of brands and partners are bringing independent creators to the beach. Who is focused on consumer outcomes, not just social output... impact, not just influence?
Integration: Every platform and #publisher has data on why their solution works... but I'm curious how they work better together. Who's telling an omnichannel story?
Intelligence: Expect the theme of the week to be how AI + human intelligence come together. How do we get past the hype of AugmentedIntelligence?
Inclusivity: Improved distribution and redemption are bringing more people onto the blockchain. But are participation and Web3 engagement-based loyalty programs that bridge #digital and IRL ecosystems moving the needle for brands and marketers?
Identity: The ad tech space is in a state of flux. Will gated, incentivized experiences and content strategies built on scalable, connected platforms enable consumers to reclaim control of their data and relationships?
SOMETHING PERSONAL: Return of the Pod
Many of you are old enough to remember that the Four Ps began as a vid-cast and companion podcast back in 2017, before morphing into something that doesn't include my face or voice.
In the works for months and teased in the last edition of this newsletter, the first two episodes of The Snarketing Podcast are now live. It's a marketing-centric content experience co-hosted by me and a fellow longtime marketer, Valerie Vespa. We came up with an idea for a podcast a year ago to record at events and conferences (since this is where we all see each other). But it evolved into something... snarkier.
Together, we will connect the dots, challenge conventions, crush the cliches, and cackle at each other’s witty jokes. Let’s be honest… we’re in a creative industry. This should be fun, not stuffy. And we're deliberately inviting guests whose impressive impact on the marketing landscape is eclipsed only by their incredibly generous willingness to join the first season of an as-of-yet-unproven podcast with no audience.
In this first season of yet-to-be-released podcast conversations, we are talking with prominent and respected brand, agency, publishing, and entertainment leaders in the creative, strategic, and media ecosystem. And while the tone is less formal than most other podcasts covering the marketing and advertising space, guests' wisdom and experience will be celebrated… we just ask that they don’t take themselves too seriously in the process. In the first two episodes already live, we have:
mindbodygreen's Jason Schulweis as our guinea pig test for A/V quality and kicking the tires. Who better in our pilot episode than the guy who may be the nicest human being alive as well as one of the smartest marketers we know?
Julie Potash Slavin, aka DJ Hesta Prynn (who some of you will see in Cannes). Julie is an accomplished recording artist, musician, therapist, talk show host... and we happen to be from the same town but she pretends not to remember me growing up.
an introduction to Al, our AI-generated show announcer
and a short pontification on #pride marketing and a Cannes preview.
What else? Trends, news, personal journeys and stories, category and consumer insights, and other fun relevant topics… Subscribe for more episodes to begin dropping once we're back stateside.
SOMETHING PROFESSIONAL: Stopping Over in Barcelona
Greetings from Barcelona, where I'm writing this section of the Mediterranean-inspired newsletter on a brief layover on the way to Nice. Barcelona happens to be a city I know a lot about but have never actually visited, and sadly, I'm not leaving the airport today, either. But I do foresee spending a lot of time in Barcelona shortly. Not the town, but the app.
Last month, the talented Lia Haberman shared details about another Meta venture into the realm of social media, this one a highly anticipated text-based app, with the internal codename "Barcelona," and it is expected to be launched any day now. Maybe even in Cannes?
Barcelona is not just another social platform, but Meta's foray into decentralization. Leveraging the foundation laid by Instagram, this app will also be interoperably compatible with other similar platforms like Mastodon, fostering a sense of inclusivity and connectivity across different communities. Barcelona will empower users by offering a central hub where they can engage with their followers and discover recommended content, and is rumored to have a 500-character limit.
According to Haberman, Barcelona will provide an array of features designed to protect and empower users. Creator controls and account safety mechanisms will be readily available, ensuring a personalized and secure environment. Users will be pleased to learn that their preferences and settings from Instagram will carry over seamlessly, including the accounts they have blocked and the hidden words they have selected.
Meta and Instagram are also rumored to be developing an AI chatbot capable of answering questions and providing advice. Users will be able to chat with 30 different AI personalities. and one can only wonder if this will integrate into Barcelona
Some say it's a direct challenge to Twitter, which has survived several challenges and stumbles in the past year. And the visuals of Barcelona actually LOOK most like Twitter. Whereas another personal favorite in decentralized social (LENS) just secured an impressive seed round, Barcelona has the potential to become a prominent player in the social media landscape. Prepare to embark on a remarkable journey of connection, expression, and discovery as Barcelona sets the stage for a new era in social media.
SOMETHING POLITICAL: The Next 500 Days
Including the extra leap year day, we’re now only 500 days away from the next United States Presidential Election. While this may feel like a marathon to some and a sprint to others, there’s a LOT that can happen between now and November 5, 2024.
Let’s start with what we know: President Joe Biden will be running for re-election. He will be 81 years and 350 days old when approximately 75 million Americans cast a vote for him. Former President Donald Trump, the current frontrunner on the Republican side looking to “Grover” his way back into the White House, will be nearly 79 years old. Ronald Reagan was previously the oldest President, taking office at the age of 69 in January 1981 and leaving at age 77 in January 1989.
Looking past age, the state of viable candidates in either party is horrendous. Trump is the first former president to be indicted not once, but twice: in New York City on state charges and in Miami last week on federal charges. Yet the likelihood of conviction and expulsion from the presidential race seems low. Even his challengers in the primary are defending him from what they deem to be a politicized use of the DOJ to persecute political opposition. It sets a bad precedent, they say.
I understand this argument, and it’s quite shrewd. This is what we say about elections and politics in third-world countries. But you know what REALLY sets a bad precedent? A former president who blatantly defecates all over the law. The mountain of evidence that shows criminal behavior is hard to escape.
Yet the GOP supporters turn a blind (deaf? dumb?) eye to the facts, and cannot be derailed. In polling data, Trump still tops Biden in a theoretical popular vote nationwide polls (of course we know the Electoral College renders discussion of national polling a moot point) and the Republicans seem to be in both better AND worse shape than the Democrats.
I LOVE Joe Biden, have been mildly impressed by President Biden (where accomplishments in this era are hard when you play by the rules), but am barely lukewarm about Candidate Biden this time around. I said last time that I’m tired of voting for old, white men… and I’ll have no choice again this time around. The only two challengers to Biden so far in the Democratic primary are RFK Jr., whose dad would be turning over in his grave if he saw what his son as become (an antivax conspiracy theorist) and Miami Mayor Francis Suarez is pondering a run, as well (Florida’s Voice).
But a lot can still happen and change between now and then, and I’m bracing for more twists, turns, and tantalizing surprises that lie ahead. This far out, political punditry usually proves futile, and in the grand theater of democracy, the unexpected is the only constant. Some things to look for:
The Human Factor: Presidential politics, at its core, is a stage where human aspirations, foibles, and ambitions converge. It's a realm where fallible human beings navigate treacherous waters, making audacious moves that often defy rational analysis. In this theatrical arena, the unpredictable nature of human behavior continually defies our attempts at accurate predictions. This will be more of a factor in the primary season where voters may have more wiggle room to make a decision since the divisive nature of general election politics means most people will vote for who they perceive to be the lesser of two evils.
Black Swans: Nassim Nicholas Taleb's concept of "black swans" aptly captures the essence of presidential politics. These rare, game-changing events possess a transformative impact that reverberates throughout the political landscape. From unforeseen scandals to unforeseeable international crises, black swans have the uncanny ability to shatter preconceived notions and redefine the rules of the game.
Shifting Sands of Public Opinion: The mercurial nature of public opinion can turn the tides of politics with startling swiftness. One viral moment, one resonant slogan, or one captivating speech can catalyze a groundswell of support or precipitate a sudden decline. The fickleness of the electorate, coupled with the omnipresence of social media, ensures that political fortunes can rise and fall at a moment's notice.
Technological Disruption: In the era of rapid technological advancement, presidential politics is not immune to disruption. New digital platforms, emerging trends in data analytics, and the ever-evolving role of artificial intelligence present unforeseen challenges and opportunities. The mastery of these tools could catapult an underdog to victory or undermine the front-runner's carefully crafted strategy.
Unconventional Candidates: Gone are the days when political campaigns adhered to predictable molds. Recent elections have showcased the rise of unorthodox candidates who defied established norms and redefined the political landscape. Will any of them supplant the frontrunners? Probably not. But it will be fun to watch them try… From political outsiders to celebrity figures, the emergence of unconventional contenders injects an element of surprise, making predictions all the more precarious.
So as we embark on the 500-day journey leading up to the next presidential election, the only certainty we can cling to is the uncertainty that awaits us. As pundits, analysts, and armchair newsletter authors scramble to decipher the tea leaves of political fortunes, let us relish the unpredictability that defines this thrilling spectacle before we lament the untenable and depressing absurdity of it all.