The role of technology in influencing innovation was the biggest take-away. A lot of innovation is happening in the space of healthcare, artificial intelligence or automobiles. It’s amazing to see the kind of things that are going to happen in the future aided by technology.
Are tech companies making a mark in the traditional domain of agencies? Yes, some of the best entries came from the tech companies, probably because they have an understanding and they are looking at different ways of making life better for people. While that’s true, there was some great work from the traditional agencies as well. The technology companies have deeper pockets they are more closer to the problem in terms of the research they can do. and they probably had an agency package the whole entry for them. Because a lot of it is also about how you present the work.
One of the entries that I saw from Microsoft just blew my mind. I don’t know if that’s got shortlisted. But at the same time there has been some good work from the oil companies like Shell, HP.
I would not have imagined that artificial intelligence would drive fashion. Some of the entries that I saw on the role of artificial intelligence in that space is something that was beyond imagination.