
Within the creative industry, there is inherent tension about whether or not social medial should only be used as a media distribution platform. At Cannes, it comes to the fore due to how much wealth social media organizations have been able to amass. This is obvious when you see how much is spent on the beachfront.
However what roles does media provide, if any, to the creative industry? Is it seen by brands as simply a distribution tool for creative endeavours, or is it more significant than this? Should social strategy be introduced to the creative process from the very beginning?
The overwhelming consensus, after talking to some publishers, agencies, and VIP brands, was that the most effective was social media when it gets introduced into the campaign strategy at the very beginning. Top-quality creative bolsters it instead of it just being used as a distribution and media platform. EY …

