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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Making the Campaign Social

For so many advertising campaigns social is merely a bolt-on. An amplifier added at the last minute to improve reach.

TD Ameritrade’s latest Olympic campaign looks to have done it right, integrating social into the fabric of the campaign.

In what the brand is calling a first, it also is sending seven athletes, aged 14 to 21, to the Winter Games in Sochi, Russia in February, who are not competing but hope to qualify for the Winter Olympics in 2018. These next-generation athletes, as the brand refers to them, compete in the same sports as the sponsored Olympic athletes, who will act as their mentors.

TD Ameritrade set up brokerage accounts for these next-generation athletes, and once they arrive in Russia, every time consumers use the hashtag #itaddsup, the company will add $1 to a fund that will be split equally in their accounts, with each receiving a total of as much as $25,000.

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