Cannes Lions 2014: Marla Kaplowitz, MEC North America CEO, on “redefining modern-day creativity”

Cannes Lions is a celebration of creativity, and increasingly, an occasion to get inspired by all the tech companies, large and small, who converge along the Croisette.

 

Technology platforms are transforming our everyday lives with greater interactivity and connectivity, creating cultural and behavioral shifts that are impacting brand consideration and purchase, globally and locally. To continue growing our clients’ and our own business we are taking a deep dive into what we have coined ‘Open Source Marketing’.

 

Open Source Marketing means that we explore the possibilities given in software and hardware codes and applications which are open to anyone to build upon, enabling us to create, enhance and distribute brands’ experiences. We believe that today’s marketers and their agencies need to think and behave more like software developers than advertisers.

 

And some do.  Music and travel go hand in hand so we leveraged the Spotify platform for Marriott and created the Music Mood Reader.  Like a great hotel concierge, the Marriott Mood Music site assesses music behavior to construct a song playlist that transports the user to their desired musical destination. Then that user can share their playlists and expand the Marriott Mood Reader across platforms.  A truly social, open source musical experience.

 

Cannes should celebrate those who cross new frontiers.  What better place to explore endless opportunities?

 

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