Gisele Wertheim-Aymes

Too clever by far

Gisèle Wertheim Aymés has worked in the media industry in South Africa for over two decades. She is a director of a medical company, owner and publishing editor of Longevity Media (www.longevitymag.co.za) and a shareholder in Stuff Group SA, publishers of Stuff (www.Stuff.co.za) - the world's best-selling gadget magazine. Email her at and follow her on Twitter at @giselewaymes.
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[Cannes Lions] Technology rules Cannes

25 Jun 2009 11:55:00

The techies will continue to change our world. I'm more convinced of this than ever from my time here at Cannes.

Sorry to say, it's not the creative talent or marketers who are setting the agenda here. Sure there are cool ideas, but it's the geeks who have created and will create more and more tools, unlocking a world of free and flowing communication and importantly captivating consumer attention.

The media-savvy Steve Ballmer, CEO of Microsoft, confirmed this. He exuded power and confidence as the paparazzi snapped away and Fortune fired off live questions at him. Later at the Cannes Awards, Ballmer was named Media Person of the Year? Yes, indeed.

Earlier on, I listened with keen interest to the HP and RG/A team talk about cloud computing. Coming from a magazine publishing background I marvelled at MagCloud. This enables wannabe publishers to publishing virtually without the usual financial risks of magazine publishing and the revenue model is on demand. So the only real costs to the publisher is the content generation - the rest is sitting in the cloud, only activated and printed on demand when a consumer buys the title.

It's really exciting for small niche publishers and even larger publishers who are testing new products. More importantly, it puts the power in the hands of the individual and no longer in the hands of printers, distributors or retailers.

I've spent a good deal of my time with digital media strategists and tech-savvy people and they are all saying the same thing. Technology will continue to set the agenda and we will have to constantly try to work out how we effectively join the ride.

Don't forget to follow my live tweeting from Cannes!

[25 Jun 2009 11:55]

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Josie Stewart
Josie Stewart
Embrace Technology- it will make your life easier-
We, Platform45 are at the forefront of cloud computing and Software as a Service. We help SME's become tech savvy, enabling them to reduce their running costs and survive the current economic storm. Regardless of the economic condition, companies should always be looking for more efficient and cost effective methods for all area's of their business. Thanks for a great article, slowly people will realise that they need to embrace technology and allow it to benefit their business and personal life. Cheers Josie @platform45
Posted on 15 Jul 2009 12:25