︎Tech & Data in Advertising / 广告与科技、数据
2019年4月，埃森哲互动收购Droga5、并持49%股份的消息震惊了全球广告圈。
这一举动恰恰是Droga5的宿命。
2018年，Droga5在戛纳呈现了181个案例，令人惊讶的是，只有唯一一个案例与数据和技术有关。
一家拥有 500 多名员工的公司，技术模式却如此有限。后疫情时代，传统广告若不依赖技术、数据巨头，将面临市场萎缩和不利处境。
Droga5作为一家创新思维包装的传统创意机构，通过与埃森哲的合作可以弥补其不足。
“在戛纳国际创意节，我们每年都会聚在一起展示世界上最伟大的广告。它们就像照亮海滩的烟花一样绚烂。
然而，一旦活动结束，地上只剩下一堆灰烬。”
———— Droga5的创始人David Droga说道。
无论广告做得多么出色，毕竟是一次性创作。
但如果借助技术和数据，创意人可以转型、百分百专注于内容创作，让他们的创造力高度集中。
In April 2019, the news of Droga5's acquisition by Accenture Interactive, with 49% of the shares, surprised the global ad world.
Nevertheless, I believe it aligns precisely with Droga5's destiny.
In 2018, Droga5 presented 181 cases at Cannes, including 109 traditional films, over 20 public relations, entertainment, and social cases with film and TV as the core extension package. However, only one case was related to creative data and technology.
It is astounding that a company boasting over 500 employees is bound by such a constrained technology model. In the post-pandemic era, as the traditional ad business inevitably contracts, the market appears far from optimistic.
Droga5, fundamentally a traditional agency infused with innovative thinking, can compensate for its shortcomings through its partnership with Accenture.
"At Cannes Lions, we gather every year to showcase the world's greatest ads. They are as vibrant and stunning as fireworks illuminating the beach. But after tonight, all that is left on the ground is a pile of ashes," remarked David Droga at Cannes Lions.
Regardless of how exceptional an ad may be, it remains merely a one-off. However, through the empowerment of technology and data, creatives can transform into content providers with a 100% focus on creation, allowing their artistry to be highly concentrated.
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凯文应该借鉴《易经》的思想
