Publicis.Sapient's Johannesdottir Discusses Why Digital Craft Matters

Are you aware of the altered structure of Cannes Lions this year and, if so, do you think it will help improve the event?

The category changes make sense to me. The industry is changing and our clients need different types of services from their agency and consultancy partners. I’m happy that Cannes Lions is adapting around this new world. I’m glad to see a sharper focus around experience because it needs to be at the centre of the work we do, to help move the world forward.

Craft to me is always essential, regardless of the category – our work needs to be beautifully executed. I do question a few of the categories, but I’m not going to go into detail around that. Overall it’s good to see that the Cannes Lions are taking steps towards being more relevant to the future that lies before us.

 "Digital craft is so much more than an interface design on a screen."

How would you define the Digital Craft category and what do you think the jury will be looking for?

For digital craft I think it’s essential to prioritize work that’s making real impact for our clients. The role of digital is to help build meaningful relationships between brands and their customers – if that fails, we are not doing our job. Again, the core idea and the execution of the work needs to be looked at holistically – craft again being one of the things we need to take a hard look at and judge together with the idea.

I would love for us to expand our thinking a bit when we talk about digital and start looking at channels outside the traditional screens (desktop and mobile). Digital craft is so much more than an interface design on a screen; it bleeds into IoT, conversation design, VR – and the list goes on. I think all of these things are going to be debated when the judges start looking at the work. Where is the line between digital craft and innovation? What’s the true craft in digital as our communication channels change and evolve? Are we, as judges, keeping up with these changes and ready to change the way we judge digital work to account for them? That’s the real question.  

 Bjork's Notget, which won the Digital Craft Grand Prix last year

What have been the main developments/new trends in the category since it was first launched at Cannes Lions three years ago?

Many of our clients are facing real business problems and are struggling to survive in this new world. They haven’t always been able to keep up with the new standards being set up by new brands, or to connect back to customer needs in some cases. Digital is the main driver for this disruption, which makes the category extremely interesting.

Many agencies are trying to move into consultancy while many consultancies are buying up agencies. Our clients are looking for a new type of partner to not only help them survive, but to help them lead. I think the type of work we are going to be doing with our clients is changing drastically – we are going to be helping businesses redefine themselves and change. In my mind, digital is at the heart of this movement. I predict we will need to start thinking about digital really differently because it should be in the centre of it all.

Have you seen any outstanding examples of digital craft this year?

I do worry a bit that digital craft is suffering at the moment – the working methods we are applying tend to put the craft in 10th place instead of first place. The craft – how you bring the brand experience to life – needs to be the focus point because it’s the differentiator. It is what makes the work memorable and connects it with the audience. I do have a product that’s a favourite at the moment – next Bank by R/GA. The reason I mention this work is because it goes back to the need for transformation that I have been talking about: re-inventing a bank to connect with the millennials. The brand experience is beautifully executed across all touch points, from the product itself into the communication. It feels new, fresh, different – and it truly showcases the power of an idea that’s born out of a digital-first approach.

next Bank by R/GA

Do you think there’s enough recognition given to craft (digital or otherwise) in advertising?

I think we might be going through a phase where craft is, in many cases, suffering. I don’t think we have figured out how to give craft enough room for recognition, given the fast and agile working methods we are adapting in today’s world.

We need to craft our experiences beautifully and be mindful of that when we judge work. A badly executed idea shouldn’t be award-worthy, because the awards are setting the standards for excellence. These standards need to be high.

Will you be attending Cannes Lions 2018 and, if so, what are you most looking forward to?

Yes, I will be judging the Mobile Lions category at Cannes Lions 2018. I’m mostly looking forward to seeing the work and debating with my fellow judges. Because that’s what the Cannes Lions are all about – the work!