Marla Kaplowitz
Jun 19, 2014

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

Marla Kaplowitz is CEO of MEC North America. Here she blogs about how music and technology converge to create opportunities for developing experiences.

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?
 
Follow Campaign's global live coverage from the Cannes Festival atcannes.campaignlive.co.uk
Source:
Campaign India

Related Articles

Just Published

2 days ago

M&E industry in India grew by 8.9 percent in 2019: ...

Grew at a rate higher than the advertising industry (5.3 per cent) and GDP (7.8 per cent)

2 days ago

Weekend Wrap: 27 March

In the news: Bajaj Group, Meltwater, Parle G, Socialpanga

2 days ago

IPG withdraws 2020 financial target amid coronavirus...

"Visibility into marketing and media spend is extremely challenging" says CEO Michael Roth.

2 days ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India