Cheil's ECD on Skynet, Voice Tech & the Importance of the Innovation Lions

Are you aware of the altered structure of Cannes Lions this year and, if so, do you think it will help improve the event?

Yes, I think the changes will lead to an improvement. Simplification is always a good thing. Fewer awards will only increase their worth. I particularly applaud the move to cap entries at six awards. It will allow for more work to be recognised and will help the judges to focus more on the criteria for each category.

Is creativity keeping pace with new tech or lagging behind?

Technology and creativity are colliding everywhere you look. This fusion is helping even the driest of communications come alive. Take the world of recruitment for example: brands are turning to gamification as part of their talent acquisition process. Graduates are tested on a variety of skills, including problem solving, attention to detail and leadership, all in the form of a game on their phone.

"2018 is the year of voice recognition, but only the most trusted brands will be invited in."

The whole experience is entertaining and builds on the brand’s ideology and personality. These days it’s hard to imagine a solution without a piece of technology in mind but, working for a creative agency born out of a tech brand, maybe I’m just spoilt.

If 2016 was the year of VR and 2017 was the year of the chatbot, what’s the big innovation trend for 2018?

Apparently everyone got an Alexa for Christmas except me, so I think 2018 is the year of voice recognition. Suddenly brands are able to have useful conversations with us in highly personal ways. Apart from the inevitable land grab for trigger words and the effect it is already having on search, the main issue ahead is trust. Only the most trusted brands will be invited in. Now that’s a good creative challenge.

Does AI represent an opportunity or threat to creativity?

According to replacedbyrobot.info, as an ECD I have a 2.3% chance of being replaced by a robot. Nothing to worry about you might say. Trouble is, I’ve got 87.4% chance of being replaced by a younger, more talented human who knows how to get the most out of AI. And that’s the point. AI can help us do the grunt work so that we can be more creative. Some of our greatest opportunities will come from working with AI rather than against it, unless we create Skynet in which case we’re all buggered.

What recent work would you deem truly innovative and why?

Gimlet Media has teamed up with Oral B to help kids learn how to brush their teeth properly. Making great use of Alexa, Chompers is an interactive podcast that aims to keep kids busy while they brush their teeth for the recommended two minutes, by telling them jokes, stories, fun facts and silly songs while they brush. Problem solving with simple storytelling and home tech. Lovely. 

I also like IKEA’s augmented reality manual that shows users life-size instructions on how to build their furniture. It’s going to make weekends, for so many, so much easier.  

How do you think this category will evolve?

This category isn’t just about technological innovation, it’s about technological innovation that serves a story. Human connection must still remain the most important ingredient for all Lions. I hope this category evolves that way.

What, for you, is the most exciting part of working in the advertising industry at the moment?

It’s the diversity that excites me. I love the fact that ideas have so many places to go, so many forms of craft to benefit from. From special effects teams to experiential architects to data technologists to documentary makers. The problem is keeping up with all the opportunities available. But that’s a great problem to have.

Will you be attending Cannes Lions 2018 and, if so, what are you most looking forward to?

Yes, I will be attending. Among the countless great speakers, I’m looking forward to The Burger King’s King talk at The Rise of Hackvertising and I have absolutely no idea what to expect.