This is an adwek.com article

Written by Garett Sloane

CANNES, France—Vice’s Shane Smith says the big story at this year’s Cannes gathering is all about content creators, tech companies and brands coming together—a combination that is shaking up the industry. We’re seeing a realignment in the ad world that brings together some odd groupings, like Vice, Bank of America and Pinterest, Smith said during a panel today alongside his new partners.

The three companies are collaborating on a marketing effort for the bank called The Business of Life, a digital video series produced by Vice, sponsored by Bank of America and promoted on Pinterest. The series launched earlier this year, but this was the first time Pinterest discussed how its platform helps reach the campaign’s target audience of millennials.

“What’s happening now are partnerships that you’ve never seen before,” Smith said. The talk, hosted by MediaLink, was held at the Pinterest Porch, a pop-up base for the company at the Cannes Lions International Festival of Creativity.

Smith compared Vice’s deal with Pinterest and Bank of America to Snapchat’s new venture with the Daily Mail and WPP, a jointly owned agency called Truffle Pig, which was announced this week. “That’s exactly what we’re doing here,” he said. “We have the platform, media and brands.”

These collaborations represent a sea change, he said, as media agencies are in the biggest shake-up perhaps in their history, with billions of dollars in business under review and up for grabs. The moderator, MediaLink CEO Michael Kassan, called the current business climate “Reviewageddon,” or perhaps a less sinister sounding “Reviewapalooza,” as a number of top-spending brands look for new marketing deals challenging the traditional agency model.

“You have new alliances forming. You can see where [the industry is] going,” Smith said. “You can see it going to a more bespoke, case-by-case, platform, content, brand kind of thing.”

In this case, Vice produces a personal finance show sponsored by Bank of America. Pinterest came into the partnership with a new offering called Pinsight Labs, which can offer a look at what financial topics interest its millennial audience.

“It’s a little bit of strange bedfellows and that’s what was intriguing,” said Meredith Verdone, global chief strategy and marketing officer at Bank of America. “To say: ‘Listen, how can we tap into the relationship, the storytelling that they do with their audience, to tell the story about better financial lives.”

Piggybankblog Courtroom Bailiff: “All rise! The Honorable Judge John Wright has Left the Courtroom of Public Opinion!”



PRIVACY NOTICE: Warning – any person and/or institution and/or Agent and/or Agency of any governmental structure including but not limited to the United States Federal Government also using or monitoring/using this website or any of its associated websites, you do NOT have my permission to utilize any of my profile information nor any of the content contained herein including, but not limited to my photos, and/or the comments made about my photos or any other “picture” art posted on my profile.

You are hereby notified that you are strictly prohibited from disclosing, copying, distributing, disseminating, or taking any other action against me with regard to this profile and the contents herein. The foregoing prohibitions also apply to your employee , agent , student or any personnel under your direction or control.

The contents of this profile are private and legally privileged and confidential information, and the violation of my personal privacy is punishable by law. UCC 1-103 1-308 ALL RIGHTS RESERVED WITHOUT PREJUDICE

Show more