EVENTS
VIVATECH AND CANNES 2024:
VivaTech and Cannes 2024 Retrospective: The Unchanging Core of Creativity Amidst Technological Growth.
"In reality, it is not creativity that evolves: it stays the same. It is everything else that grows around it.”
– Marcel Bleustein-Blanchet, Founder of Publicis Groupe.
This insightful quote set the stage for a compelling discussion between Arthur Sadoun, Global CEO of Publicis Groupe, and Marc Pritchard, Global CMO of P&G, at VivaTech 2024. Marc illustrated this timeless truth by showcasing the magic and power of everyday human moments that brands can capture to drive real growth. Among the many successful P&G campaigns he shared on-screen during his VivaTech discussion, it was the latest Gillette campaign—a reimagined twist on their iconic “The Best a Man Can Get”—that truly struck a chord, eliciting goosebumps and a rapturous round of applause. PG One is immensely proud to have contributed to its creation.
This moment served as a powerful reminder that while technology advances rapidly—transforming businesses, marketing, augmenting talent, opening a world of infinite possibilities, and fundamentally rewriting the marketing playbook—the core of creativity remains unchanged. It continues to guide and inspire innovation in an ever-evolving landscape.
There also wasn’t a conversation along the Croisette in Cannes that didn’t involve some reference to AI. Still, it was the emphasis on 'keeping it human' and celebrating the enduring power of creativity that resonated most. Marketing has always demanded empathy, deep consumer understanding, and meaningful creativity, but now these qualities are more critical than ever.
Because technology, particularly AI, is holding up a mirror to our own humanity, it’s beautifully ironic that as AI becomes more human-like, it magnifies what it means to be truly human. This unexpected consequence challenges us to appreciate and celebrate our humanity, urging and driving brands to become 'more human' too.
Contrary to fears that AI would flatten culture and stifle creativity, discussions centred on the positive use of AI to enhance ‘authenticity’ in brand building.
A standout example was the Grand Prix-winning Orange WoMen’s Football campaign, which used VFX and AI deepfake technology to digitally superimpose male football players’ heads onto the bodies of female players. This innovative approach tackled gender bias in the sport by again holding up a mirror to ourselves in a way that enabled us to challenge our perceptions, resulting in a 17-point increase in those planning to watch women's football, while raising awareness of sexist stereotypes.
Both Cannes and VivaTech collectively underscored that while technology accelerates and significantly amplifies creative possibilities, creativity anchors these advancements, ensuring they resonate with human values and needs.
And it is the essence of creativity that remains our true north, guiding us through transformation and growth. As Miguel Patricio, Chairman of Kraft Heinz - the winner of the Creative Effectiveness Grand Prix for Heinz Ketchup said so well: 'We have to build a culture of creativity [and] take risks, not small ones around the margins, but meaningful ones.’
Stay tuned as we look to illuminate further this new era of ‘more human’ creative innovation.
By John Kinder - Innovation Director PG One
EVENTS
VIVATECH 2023: THE DAWNING
OF AI'S GOLDEN AGE
Vivatech 2023: The Dawning of AI's Golden Age
Welcome to a world where AI isn't merely a concept—it's a lifestyle. Robots predict our desires, anticipate our needs, and manage our lives with astonishing precision. This futuristic vision wasn't found in a sci-fi novel—it was the immersive reality at Viva Tech 2023, Europe's prestigious tech carnival. Imagine a bustling throng of 150,000 tech luminaries, start-up geniuses, and enterprising clients, flocking together, all united by a thirst to decode the awe-inspiring potential of AI to revolutionise our existence.
When AI stepped onto the dazzling stage at Viva Tech, it didn't just command attention—it stole the show. In a span of six years, this new technology has defied expectations, with investments skyrocketing by 40x. Propelled by the windfall of this tech explosion, we're on the precipice of a renaissance. Alongside cloud computing, AI could catapult the global economy, unlocking an astronomical 2.8 to 4.4 trillion euros in value.
Yet, this exhilarating wave of disruption has left a profound ripple effect, not just electrifying discussions on workforce and commerce, but sparking dialogues on ESG, business ethics, and a new definition of responsible marketing. Alongside the thrill of AI's power, however, there's a shadow of concern.
The Double-Edged Sword: A Catalyst for Monumental Change
While acting as a turbocharger for growth, AI threatens to upend the status quo of our workplaces - businesses either adapt with agility or perish. McKinsey's eye-opening survey paints a stark reality: a jaw-dropping 70% of the global workforce could see their job activities automated in the realms of marketing, sales, software engineering, customer operations, and product R&D.
But even as the AI tsunami threatens to wipe out certain job roles, it simultaneously breathes life into new ones. Bob Moritz, PwC's Global Chairman, captures the essence of the situation; 'Successful transformation lies in the re-design of work.' The boom won't only incubate roles in AI research and development, but it will spawn a myriad of new opportunities in its wake. As Publicis Sapient's Simon James confidently declares, ‘ICT skills will be in greater demand than ever before.’
AI for Good: Walking the Ethical Tightrope
AI's reach extends beyond mere business growth or workforce productivity. It holds a beacon of hope to improve society itself. Yet, as Elon Musk and Larry Summers emphasize, this potent force demands robust regulation. Businesses must be the vanguards of ethical conduct, leading the way as we balance the scales between AI's boundless potential and its ethical quandaries.
Simon James champions for businesses to wield the ethical mantle, proposing a code of ethics and the institution of Chief AI Ethics Officers. As PayPal's CEO, Dan Schulman, underscores, ‘Abdicating responsibility is not an option.’
The Future is Now: Embrace the Revolution
At PG One, we don't just respect the force of AI—we harness it. Over the past decade, we've channelled AI's might to drive cutting-edge solutions for our clients, spanning digital content and media to data and technology solutions. Now, we're venturing beyond the horizon.
We're excited to unveil PublicisGPT, our AI powerhouse that marries human ingenuity with advanced generative AI tools. But we're not stopping there. We're pioneering standards in content authenticity and transparency as the first ad holding company to join the Steering Committee of the Coalition of Content Provenance Authenticity (C2PA).
Viva Tech 2023 was more than an event—it was a call to action. With great power comes great responsibility, and AI's transformative potential is nothing short of extraordinary. The task ahead of us all is to ensure this potent force is harnessed to create a positive impact. We're thrilled to embark on this journey, cognizant that every individual has a crucial role to play in shaping this AI-fuelled future.
By John Kinder - Innovation director PG One
POLICY
LEADING THE WAY WITH FAMILIES
Publicis Groupe UK is committed to creating a safe, diverse, and inclusive working environment where anyone can thrive, wherever they come from and whatever they’re going through. To support this aim, Publicis has launched a Neo-natal policy which our own Devanshi Aletraris was instrumental in setting up, details are highlighted below:
“All parents whose baby is up to 28 days old and requires neo-natal care in hospital for a continuous period of seven days or more, you are now entitled to neo-natal leave and pay for each full week your baby is in care, for up to 12 weeks. We hope that this will allow parents to have more time off with their newborn and not have to use their maternity, paternity, or parental leave at a difficult time.”
EVENT
INTERNATIONAL STAMMERING AWARENESS DAY
To celebrate International Stammering Awareness Day last week PG One hosted the first-ever live episode of the Stammer Stories podcast, in our very own office.
The event was hosted by PG Oner William Laven who spoke openly about his experiences! He was joined by TikTok superstar Mimi Darling Beauty who discussed sharing her stammer journey on the platform.
The event raised money for the important charity Action for Stammering Children and their CEO Ria Bernard spoke fantastically about all the incredible work they do.
In just over a week the podcast has been seen by over 200,000 people! You can find to the podcast here.
EVENT
VIVAWOMEN!
SPEED MENTORING SESSIONS
WORK
AUSSIE VOTED AD
OF THE MONTH
We were over the moon to find out our reactive Aussie ad was voted September's ad of the month by Newsworks, beating Lewis Capaldi and rather fittingly, the Government themselves, among others. More here.