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,
  • Connect

Web 2.0 Marketing is, well, different…

In case you were wondering how different, Murdoch sums it up well:

THE HOLLYWOOD REPORTER: WHAT HAS SURPRISED YOU THE MOST ABOUT THE MYSPACE EXPERIENCE?

Rupert Murdoch: The speed at which it has grown. It has had no marketing. Not a penny has been spent marketing it before or after the purchase, and it just grows faster and faster every week. Now we’re taking it out to other countries.

Thanks to Mark for the pointer. If his story was a few days late, mine is ancient… Oh well…

The point I think is that brands that have communities can establish stunning momentum and marketing efficiency over those that don’t. But all brands have communities. For so many those communities are sleepers or false in nature. (For some of my purchases I just want to buy, for others, I want to join — the vast majority of companies today miss the join bit).

One of the priorities then becomes activating the community – and a big part of that comes from empowering communities with tools and platforms on which they can participate. Activated communities have a low cost of customer acquisition.

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