Socialmediaworx

Digital synergy (sorry) across advertising, marketing and pr continues to make headlines, this time at Cannes. Money quotes from AdWeek’s wrap-up:

The push and pull between traditional creativity — centered on the big idea and storytelling — and the disruption caused by digital technology has only just begun to play out in advertising. “Your Internet technology person will be as important as your creative person,” predicts Mark Kvamme, a venture capitalist with Sequoia Capital, the Google backer, and founder of an early Web agency. “It’s a data game, a speed game.”

“The best marketing is built on a deep idea that makes an impact and makes a difference, and everything supports the idea,” says Jim Stengel, global CMO of Procter & Gamble, which is being honored as Client of the Year at Cannes this week. “It’s getting artificial to break things into silos. I’d like to see more things like the Titanium. None of us sit here and say we’re going to launch a new initiative with a great print idea — it’s always what’s the idea behind the brand.”