Cannes Lions: Ad & marketing industry going through massive disruption: Sir Martin Sorrell

Sorrell, Chairman of S4 Capital, was in conversation with Marian Goodell, CEO, Burning Man Project, on the final day of Cannes Lions 2019

MartinSorrell

On the final day of the Cannes Lions International Festival of Creativity 2019 on Friday, Sir Martin Sorrell, Chairman of S4 Capital, held a conversation with Marian Goodell, CEO, Burning Man Project. He stressed upon the idea of ‘creative disruption’ and ‘creative reconstruction’.

“Our industry, the advertising and marketing services, is going through massive disruption…may be because of the tech platforms, or consultancies, or clients taking back control. And every day you see symptoms of that pressure, in terms of irrational behaviour by the holding companies,” he said. According to Sorrell, the only way to deal with the situation is to adopt ‘creative disruption’ and ‘creative reconstruction’.

In the conversation further, Goodell gave the audience a run down on the 10 principles of Burning Man. She said they have no rubbish bins because they have a principle called ‘Leave no trace’. ‘Radical Inclusion, which means welcoming a stranger to the table, is another principle that they follow. Gifting, De-commodification, Radical self-reliance, Radical self-expression, Participation and Immediacy were some other principles that she shared.

Talking further, Goodell said, “We are not really in the business of manhandling the culture. We are in the business of watching things happen and making adjustments.”

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