I’m working, honestly: Paul Yole’s Cannes diary

Day 1, Sunday: Sunday is normally arrival day for me so this was a new experience.

As I am working (honestly), even though it’s a Sunday, I picked up a couple of contrasting seminars today.

The first was a complete waste of time. “Innovations in Online Advertising” promised a lot but delivered little. A stand in speaker who did her best but was only OK. Which in Cannes, is not OK. So I went for lunch (sat next to the Outdoor judges and the boss of Dentsu!) and returned later.

Kevin Eyres from LinkedIn gave some interesting insights about how social technology is making companies more transparent and how individuals using social network sites become their own brands. But I remain a LinkedIn and Twitter cynic that is hoping to see the light this week.

The best was left until last.

Andy Pimentel from Razorfish is a Doogie Howser-like guy who is aplanner from a digital agency. His talk was about the future of TV andit reminded me of the chilli chocolate gift I was given earlier in theday. You think you know what you are getting but the actual experienceis a lot hotter.

Razorfish has done some research including ethnographic techniques, youth design and bleeding edge studies.

Theyran a deprivation study in which they had to bribe families $175 a dayto go without watching TV. What they found was that people felttortured and that TV, despite all the hype, still plays a central rolein the lives of millions of people.

The overall study revealed 9genes in the DNA of TV that Razorfish believes will not go away andAndy portrayed a future vision for TV that shows how, in his words, itwill become more “internetty”.

So, a digital planner guy talkingabout how a ‘traditional’ channel will have a real role in our livesusing technology that already exists. If only some networks wouldlisten.

The best thing was that the presentation was deliveredwithout the usual platitudes and buzz-words that drive delegates crazy.Good work.

Tomorrow should be good. Press and Outdoor finalists, Go Viral and, yes, Twitter.

Which reminds me. I need to update my Twitter status. And my Facebook page.

It’s getting too much.