[08:07] Content Amplification Changes Everything — His insight on experiential marketing: “Maybe [the reason] it was a little bit slow for us to come back to the basics of experiential is without the content component, the amplification wasn’t there. So you would do an activation, but the scale would be dozens, hundreds, thousands of people, but not millions. With the content ability that we now have, the ability to have influencers and creators tell the story and amplify it really doubles down on experiential.”
[12:05] AI Is Not Just Another Tool — His perspective on AI’s transformative nature: “This is very different than anything else… people are quick to dismiss it as another tool. It is not. It’s a new way of thinking and working through.”
[14:37] Marketing AI to AI — On the future challenge: “I don’t think we’ve wrapped our heads around how you market AI to AI. And I think that’s gonna be one of the most profound changes in the next few years—for us next few months, really—as we go on that journey together.”
[15:49] Just Do It: AI Advice for CMOs — “For us, it’s just been ‘do it.’ You just have to start dabbling… you don’t have the luxury of not exploring, not playing, not trying to find things to do. And I have no doubt we will make mistakes, but I’m also quite sure that today is the least good it’ll ever be.”
[18:31] It’s Precarious to Be a Brand Right Now — His prediction for the real Cannes headline: “What’s probably being under-talked about, but I think has a chance to be the headline, is it’s precarious to be a brand right now. You want to be authentic. Be in the conversation. You want to be of culture. You want to be at the moment. And yet, every single day, there’s probably more pitfalls and more ways to do it wrong than right.”
