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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The Seat In Front

Flying for three hours from Melbourne to Auckland with the seat that is meant to be in front of you in your lap is frustrating. When the guy in the middle seat decides to revolt by spreading out as much as he can – all while you’ve got a minimum of three hours work to get done is maddening. So went my last trip with Qantas.

Now, these aren’t cheap tickets but these are the cheapest of seats. Qantas is sufferning from the same brand malaise most airlines are. Their brand is entirely inconsistent with their service promise. In an age of new planes, lay flat beds, and laptop friendly leg-room, most are still flying ageing birds sized well for hobbits, but less so for humans.

Their advertising showing the very best they have to offer sets the bar so high above what they actually do offer for the most part, that you are left wondering how you ever bought the promise. Stupid is as stupid does.

There are plenty of solutions. Parked next to the Qantas “mini” packed to the hilt with wary travelers sat a cavernous Emirates Airbus – flying to the same place. Why not code-share more agressively – wasn’t that the point of the partnership?

This happens too often. What is needed is more transparency into the level and gade of service offered. Perhaps a Gold, Silver, Brown rating system so that we can all clearly comprehend what we are buying? Or, perhaps this is better solved by an iPhone app from an independent third party? How about a “not work or business friendly” caution before you book or get on the plane.

Either way, the airline industry needs to embrace transparency and close the gap between it’s presented brand and service delivered.

Back on Air New Zealand today the leg room was good enough to allow me three hours of solid work, and the service friendly. Gettting the basics right and delivering on the brand promise isn’t so hard.

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