Andy on Twitter

  • Great orgs are built on inspired talent that is difficult to manage, sometimes large in confidence and ego, strong: Kraft at @Cannes_Lions,
  • The best tend to be the most creative - and tend to be the most difficult. As a leader you must learn to live with that. Kraft @Cannes_Lions,
  • Cannes debate underway.,
  • Thanks for a great session and for the beautiful and inspiring work. @Cannes_Lions,
  • Profit of 8 pounds for every 1 spent - rallies employees in critical trading period - emotion pays @johnlewisretail,
  • 30+ media channels sustaining reach and supporting 40% of profits generated in 5 week window @johnlewisretail,
  • Started at 3m views now <45m and 85k parodies of Xmas ads - tease idea 2-3weeks in advance with bloggers @Cannes_Lions,
  • Entire agency works on the creative - team you least expect cracks it @Cannes_Lions,
  • Immense pressure when the country is waiting for your creative. JL on its creative process @Cannes_Lions,
  • Testing would have killed best creative - instead trust your smarts @Cannes_Lions,
  • Didn't realise John Lewis was a partnership @Cannes_Lions,
  • Massive effects of emotion and creative over time - would love to see awards for long running campaigns… ,
  • How do you do emotional priming in your campaigns? lessons from John Lewis,
  • 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 ,

Archive for the ‘Required Reading’ Category

  • Connect

How to Write Email with Military Precision

So many great tips here.   my big tip is to use the subject line for instructions and where possible indicate its in end of message with ROM.  How to write with precision

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A 70 Year Young Brand 

Love the story behind the Adidas Stan Smith shoe. Brand so old it has more association behind the shoe brand than the man who won Wimbledon. He tells the story of his grand daughter who was told she couldn’t wear the shoe at school sports because it was a fashion brand – and had to point out that her grandad won Wimbledon wearing them.

  • Loved

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Amazon Amazing

Just incredible watching the speed of Amazon’s execution.  Very little legacy businesses will be able to do to match the pace without a total structural and cultural overhaul. 

Amazon starts the week with an amazing stick and ends it buying Wholefoods. In the middle rumors swirl about an enterprise software acquisition. All of which makes total stranger sense. 

Walmart, not wanting to skip a beat buys Bonobos

Initial coverage seems to be focusing on the moves as a online/offline retail convergence shift. That’s the tip of the iceberg. 

First, this is about acquiring distribution points and driving disruption in local delivery. Second, its about brand power. Besos gets brands and the power they have when backed by cash, great product and marketing. Look at what he did with the Washington Post. Wholefoods will get a brand boost and Amazon will get reach; a high income demographic, and a nice onramp to the largest retail segment – grocery. Wouldn’t be surprised to see Besos keep going – Trader Joes and others are good targets. 

Amazing. 

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It’s time to brief better

 

Great little post from Team Simple.