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ADWEEK is shadowing Razorfish at CES this week. Follow along for more behind-the-scenes reporting from the event.
The Consumer Electronics Show showcases the latest technology across the globe at the Las Vegas Convention Center. Flying cars, smart glasses, haptic suits, bigger and better TV screens, and endless use cases for AI abound.
But for marketers, the splashy tech is only a part of the show.
Much of the advertising and marketing industry’s official CES programming is clustered two miles south in the C-Space at the Aria where brands, agencies, and platforms host back-to-back meetings with current and prospective clients.
When agencies do head to the convention center, it’s to support clients with exhibitions at the show or to show current and prospective clients what’s buzzy and trends they should be looking for.
The challenge is to whittle down CES’ sprawling display of emerging tech to the most essential things that advertisers need to know.
“There’s a lot of stuff here that doesn’t have anything to do with marketing or advertising,” explained Dani Mariano, president of agency Razorfish. “You have to look for the things that we think will have an impact versus what’s just [generally] interesting.”