Cannes '16: Trevor O’Brien on the Innovation Lions

How important have data and tech become to the advertising industry?

Super-important. Data is an enabler of great ideas, tells us what works and – most importantly – provides us with a feedback loop for making our ideas better. Technology is at the centre of everything we do: we built and launched a retail global platform for vw.com two years ago, and we launched ta.co for Taco Bell last year.

Technology is creative. Technology is changing our business in terms of how we collaborate and prototype, and can also help us be more transparent with our clients. We have over 80 technologists working at Deutsch and they are part of our creative group. It’s the present, not the future.

Is creativity keeping pace with new tech or lagging behind?

New technology is always out front – look at some of the fastest growing businesses like Uber and Airbnb. They use technology to disrupt mature industries. It’s impossible to be on the bleeding edge of everything.

But as an agency we are consumers of culture, so when we see a new technology or platform that is breaking through, the race is on to figure out how to do something entertaining or useful with it. Take emojis. Such a simple thing exploded when Domino’s allowed customers to order their favourite pizza via Twitter with a simple pizza emoji. 

This year is being called the year of VR. How is this technology shaping the ad industry?

First, let me say VR is cool. Try watching how someone acts when they wear a headset and you can’t see what they see. It’s so real to the brain – their body can’t help reacting as if what they’re seeing is happening. It’s such an immersive experience. We’ve been experimenting with different usages of VR: content, gaming, etc., but it will take a while to break through to the mainstream.

Learning to shoot content for use in VR is a new ball game – the thinking, the equipment needed, scripts, art direction, everything is different. The lack of VR headsets in people’s homes limits the scale of the ideas currently – for now it’s more of a one-off experience or an installation. But for sure, in the future, gaming, the web and TV are all going to change.

Which recent pieces of innovative work have impressed you most and why?

At Deutsch, we were just reviewing the Titanium winners for the last few years and I love Optus’ Clever Buoy [below] – smart use of the client’s core product, product invention and a good-for-the-world aspect by preventing the culling of sharks.

Closer to home, I really love our projects WATERisLIFE [below] and NiceBot – we are constantly experimenting and playing with ideas and technology. Some stuff makes it out into the real world, but a lot doesn’t. The commitment and energy it takes to conceive ideas that are unconventional and see them through into the real world is impressive.

How do you think this area of the business might evolve over the coming years?

I think we are seeing it evolve in real time and it will continue to do so. The lines between creative companies, entertainment companies, consultancies and two dudes in a garage are blurring. We all are swimming in each other’s lanes trying to figure out how to help our clients best.

I believe the most successful businesses will be the ones with the best talent, that learn how to collaborate with other companies and that have a healthy desire to invest in innovation ahead of time. We call it “placing a network of small bets”. I already see more project-driven work vs. retainers, and clients getting much more skilled in the world of digital and asking different questions of agencies (and expecting agencies to have those disciplines).

The talent mix is changing; we still hire from ad schools and other agencies, but now we are hiring start-up people, MBAs and developers. We’re making more things, too, and not just digital – we also have our own editors and sound experts that are as good as any production shop. We’re building our own studio with a full stage, motion capture, and more. I think the question is, what does a modern agency actually look like and do?

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

The unknown. The people. I’ve been flirting with advertising and start-ups my whole career and I love getting up every day and tackling a different problem. And Deutsch is a 47-year-old start-up. We have lofty goals and want to build something that doesn’t exist today.

I also love working with smart clients who want to do great work and transform their business into something bigger, smarter, and faster, depending on their goals. When you work with people you like, the work is better and much more fun.

What’s the biggest lesson you’ve learned since Cannes 2015?

I try to learn one new thing every day. It could be something about business or coding, or even reading music. But in terms of the bigger things, I’ve learned that I’m a completely unfinished piece of work.

I’ve spent time learning about mindfulness and constructs like W.A.I.T (Why Am I Talking). I’m becoming a better listener. I’m seeing more ideas in work because I’m focussed more and being inclusive. A good friend said advertising is a team sport and the best teams are the ones that play for one another. 

What’s been your favourite campaign of any category from the last year?

I really like the latest piece of work, Dads, from BETC Paris [below], for French broadcaster Canal+, promoting their ‘To Go’ Service. It taps into a popular theme right now, devoted fathers, but in its latest ad, it’s the brand’s quirky humour that delivers the real impact. It’s really well done and keeps the suspense building until the last second.

Will you be attending Cannes 2016 and, if so, what are you most looking forward to?

Yes. There are lots of things to look forward to. Being surrounded by some of the most talented, inspirational people and work our industry has to offer. It’s the time I get to step back and soak up everything our industry has generated over the year.

We’ve heard of FOMO for a while now, but I certainly have CTOFOMO (Chief Tech Officer Fear of Missing Out), so moments like this are so valuable for me to re-energise and get inspired to go again.