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MEC and Holition to reveal the creative DNA of Cannes Lions 2016
MUMBAI: MEC unveiled its installation at Cannes Lions Innovation — the visual art piece, which unlocks the data behind game-changing creativity, has been created and built in partnership with digital creative studio Holition.
The installation, The DNA of Creativity, is presented in a mirror lined chamber that projects an LED video wall display into a seemingly endless space. This dazzling digital artwork uses an entirely bespoke hardware and software solution to generate a user’s individual creative profile in real-time, by drawing on the rich and varied archive of Cannes winners. The DNA of Creativity is thus both a tribute to the creative history of Cannes Lions and a glimpse into each individual’s creative future.
The DNA of Creativity represents MEC’s capability to take vast amounts of data, uncover real-time insights and turn them into intuitive, forward thinking visualizations.
MEC Global chief Analytics and Insight officer Stephan Bruneau said, “In today’s always on environment, data is everywhere. But without careful curation and interpretation it is useless. At MEC we aim to make data accessible and meaningful by taking it out of the computer and turning it into more intuitive and interactive visual representations. We have partnered with Holition to create something truly special for Cannes, using technology and data to determine and visualise creativity.”
Holition CEO Jonathan Chippindale said,”With MEC we were inspired by the vast Cannes archive and the structure of the DNA double helix. This naturally led us to see how we could craft an algorithm to simplify the data into an immersive visualisation which could define a person’s creative DNA.”
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
