Initiative, Dr Pepper and Hasbro: Brand/start-up partnerships at the 2012 Cannes Lions

Summarising a presentation from ad agency Initiative on the industry trend towards brand owners partnering with tech start-ups to assist their digital campaigns.

Initiative, Dr Pepper and Hasbro: Brand/start-up partnerships at the 2012 Cannes Lions

Joseph CliftWarc

As its name suggests, the Cannes Lions International Festival of Creativity is held each year to recognise and reward an eternal and unchanging human impulse: to produce and enjoy creative work. But the way such creativity is developed and commoditised by the ad industry changes all the time, as consumer tastes shift, business practices evolve and new technologies come onto the market.

One of the biggest changes to hit clients and agencies in recent years has its source in Silicon Valley, which is today home...

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