Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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Thrive… Really?

Going to be interesting to see how Telstra play’s out its new brand position. Telstra is a brand I’ve been hyper-critical of. Great brands don’t start with marketing – they start by architecting remarkable product and service experiences, then they overlay those experiences with great marketing. In this respect, Telstra’s marketing team have their work cut out for them.

Telstra largely peddle products they don’t make, and the bit they do make – the network and service experience – is (based on my frequent and recurring experiences) lousy. It’s a brand that has been well polished over the years but I just wonder if every dollar spent on marketing would have been better spent of a massive rearchitecting of their digital, service and network experience. 

Thrive is one of the most well used brand positions out there. Nearly every country has a major brand using the language. We even use it at times. So, not a fresh position and the work seems to tread a very well worn path. The result is pretty work that is largely uninteresting and not likely to have much carry. Liked the poetic/rap voiceover. Other than that, just wanted to scream – “please god, fix my broadband, please”.

Thoughts?

 

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