This year's edition of Cannes Lions  saw the rise of an interesting debate going on in the industry . One of the main challenges for the industry will be the balance between technology and creativity. Technology is already being used as to deliver the products and target the potential audiences of a campaign. Creativity has, so far, been useful in making sense of the technology to create appealing campaigns and messages. Throughout her piece, The Adhugger's Cristina Blanaru  writes the different takeaways from attendees of this year's edition of Cannes Lions.

"What was being discussed was the real world consequences that fraudsters are faced with now and that the real threat of litigation combined with tech to prevent it in the first place, is taking effect. Damon Reeve, Ozone talked at the TAG/ Smart+ panel about the need for marketers to use the tools and capabilities that are right in front of them." says Julia Smith. Fraudsters will always try to find ways to steal data. It is then important for companies to use technology as a way to protect themselves as the legal systems catch up to this new, ever-developing arena where it still lags behind.

"What is true of Cannes 2019 is that creative is leading the conversation." says Managing Director Jenny Stanley.   Creativity is the essence of our industry. The technology is here to amplify the creative process.  Technology allows our industry to predict trends by gathering data. The technology allows for new platforms to deliver the campaign. Creativity allows to make sense of this information and find the sweet spot that allows for the creation of compelling content that will draw the attention of the customer. 

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