NEWS

HackerAgency at Cannes Lions
2016.06.01

HackerAgency, an Interpublic Group global digital/direct marketing company, announced that Global Chief Creative Officer Haydn Sweterlitsch will be presenting at the Cannes Lions International Festival of Creativity.

 

For his keynote session on June 21, 2016, Sweterlitsch has invited cyborg anthropologist, author and TED Talk veteran Amber Case to join him as they provide insights on how marketing must evolve to meet the challenges of the Internet of Things.

 

As the IoT changes how people relate to technology, marketers need to change how they speak with customers — and these shifts will force the interruptive nature of marketing to evolve into what Sweterlitsch calls the Atmospheric Approach. Fueled by Calm Design, the Atmospheric Approach allows marketing to inform without interrupting and empower without interfering.

 

Sweterlitsch explained, “Marketing is stuck in an age of interruptive design that could prove a liability as the Internet of Things gains traction. To survive and remain relevant, it is essential for marketing to integrate into the buyer’s environment without distracting. This is the reason we developed the Atmospheric Approach.

 

“What marketers can do this instant with data to fuel marketing is already the stuff of science fiction — and it’s only going to deepen, broaden and accelerate. We know more, but consumers want less. Brands need to evolve to an approach that attracts without distracting. That’s what the Atmospheric Approach solves for.”