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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Social Communicators

Pepsi is embarking on an interesting experiment with social communicators. I wonder though if outfitting “social communicators” with press passes all you are doing is creating journalists – albeit with a different frame and distribution.

By polluting the social mediaverse with paid commentators will we get less independence, more opacity and increased drivel. My rationale is that folks now feel compelled to write about what they got paid to write about; have to be overtly opaque vs. blindingly transparent’; and have to contextualize in their supporters frame rather than whatever takes their fancy.

I’m not sure what the difference is, or how you move from, impressions to connections when you are in effect paying for the impressions?

Either way, an interesting experiment to watch…

PepsiCo is calling the "open newsroom" experiment an effort to align the brand with the social media space. It is hiring nine people to use blogs, Twitter and Web video to chronicle events from Internet Week, running June 1-8 in New York. The program is open to journalists, students, social media gadflies and anyone with a hankering to report using social media tools.
Their reports will appear on the PepsiCo Content Network. Participants will receive $750.

The "social communicators" will be outfitted with press passes and assigned to cover everything from panels to parties. They will create packages of content including photos, videos and blog posts. PepsiCo is providing tools like Flip video cameras. The company hired former Mediabistro editorial director Dorian Benkoil as editor-in-chief for the site.

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