Jenny Chan 陳詠欣
Jul 4, 2016

Cannes 2016: We should laud true innovation versus "conceptual innovation"

Campaign caught up with Eric Cruz, executive creative cirector of AKQA Shanghai, for his analysis on Asia's performance in the new Digital Craft Lions, carved out of the craft categories from the Cyber and Mobile Lions.

We summarise his key points here:

  • In general, Asia is seen as having a 'fast follower culture'. And marketing is changing in Asian markets whereby you see the CMO and CFO sitting in the same room together and having the same level of influence. This helps brands reshape their thinking as to how they should act as a company. Rather than campaigns being put out there, it's more of branded storytelling. 
  • China is still very nascent in terms of its digital progression and still needs to elevate itself in its digital output. WeChat, for example, has many more possibilities as a centralised platform for social media, messenging and web browsing. 
  • The technology behind any piece of digital product should be substantiated, not just in the Digital Craft category but any category that involves innovation. True innovation should be about what's possible now and not a concept now that's possible in future.
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