A Vibrant Vegas at CES 2023

CES is back!  We didn’t know what to expect, being as CES hasn’t really happened since 2020, but Vegas was vibrant, and we were excited to be a part of it.

There was a lot of press rumblings heading into the first big conference of the year: fines for Meta: holding all companies accountable for the use of personal data and more layoffs for Amazon. There are many challenges coming out of the pandemic, so this is more of a larger trend. Needless to say, there was a lot to discuss!

We had a focused approach this year, as the convention is so vast; we wanted to make sure our time was meaningful. We homed in on technology as it relates to auto as well as ease in XC. We lined our days with meetings with partners on key topics centered around accountability, responsibility, consumer experience and measurement- all to help drive our clients’ businesses forward. We feel invigorated and are already jazzed looking ahead to ’24.

While the CES parties didn’t have the same bells and whistles as previous, one thing came through: relationships and interactions are even more crucial. As we lined up our meetings, we noticed more executives both on the floor and meetings – and hope we continue to see more of them. The in-person time was meaningful with our media partners, especially as we are at a pivotal point where consumers and brands alike are demanding accountability. Responsibility in the use of data in accordance with regulations is imperative as well. Measurement is at the core of it all, making sure we are delivering these experiences and learning where we can continue to improve. We have a lot good follow-ups and conversations to have back at the agency.

And, it wouldn’t be CES if we didn’t talk about what we saw on the floor…CES had its usual sleek tech, futuristic cars and incredible TVs (which would be great for watching White Lotus), but it also had some “out there” products like LG’s sneaker deodorizing product or anti-snoring pillows. The floor was abuzz with technology companies focused on customer ease and meaningful experiences; we saw this first had through our Amazon Alexa tour: 

1. VOICE CATCHES UP WITH THE JETSONS – Now it’s happening! Amazon focused on the tech (read Alexa) application in the car. And we saw Google also promoting its inroad. We are seeing the fruition of lots of talk here. They are taking what we all do with our Alexa or Google Home, and extending it to our cars. Did you forget something on the list as you are driving to the grocery store? No problem just say “Alexa, add avocados to the list” or do you have the funny feeling that you forgot to close the garage door? Tell Alexa, “Alexa close the garage door” and so much more. There are safety implications here as well – looking at you John, Sally, Casey, and other neighbors chatting way with your mobile phone wedged between your face and shoulder. Why?!  

2. THE BIGGER IS BETTER – Not sure we have seen this before, or at this level, but Caterpillar and John Deere, all made us feel really tiny with their exhibits. These global company “booths” allowed us all to interact with their large electric machines and see what changes their industry is undergoing. Caterpillar’s dump truck was massive, but even more amazing was the ability to control earth movers from over 1,000 miles away. You could sit at CES, in a ‘control booth” and use the controls to move earth, turn the digger in real time – and see it live as it happens. It was an impressive experience – a yet another spin on remote work.

3. UNDER THE SEA…RESPECT FOR THE OCEAN – This was interesting! HD Hyundai demonstrated this with its commitment to revolutionize the container shipping business through an initiative called Ocean Transformation. Yes, it is innovative, but it also makes great business sense. News headlines from the last several years are filled with supply chain disruption and logistics stories. Since most good are sent over the oceans, it makes a lot of sense the this sector of business is due for a healthy dose of innovation. The goal is to increase shipping capacity by ten percent. This will be done through hydrogen and ammonia fuel. The ships will also be sailed autonomously.  It is good for the planet, but also business. Afterall, the maritime economy will reach $2.6 trillion by 2030 (source: OECD)

And then there was the MSG Sphere. Or as it appeared to us, the Death Star. Brilliant is what it is, the biggest blank canvas and an engineering wonder. It’s exterior display is an OOH dream. Can’t lie, we’re already looking at what brands can do with it for SUPER BOWL 2024 when it’s played here. 

One last tech that caught our eye that we would have loved to have brought home with us: 

o LG’s Transparent TV – It’s been described as “Tony Starks” phone in the Avengers, but bigger, or perhaps something out of Minority Report. You can see right through it when not watching TV” what’s not to like? It is not a black thin piece of product hanging on your wall anymore. Let the Dad jokes begin.