Magazine article Marketing

Editor's Comment: Digital Brands Storm Cannes

Magazine article Marketing

Editor's Comment: Digital Brands Storm Cannes

Article excerpt

This past week at those Oscars of the advertising world, the Cannes Lions International Festival of Creativity, a brand only 13 years old and not known for its big marketing budget surpassed giants such as Procter & Gamble and McDonald's to win the most awards (see news, page 1).

Google's tally of gongs - its agency, Bartle Bogle Hegarty, as well as Google Innovations and Google Creative Lab take the plaudits - marked a week in which digital brands, all of them from the US, stormed the beaches of what was once adland's most self-reverential event.

They came to do business, of course. Needing to convince brands and agencies that their platforms take advertising seriously, Facebook and Twitter sent heavy-hitters to do the talking.

Facebook did so on stage, unveiling an advert-ising-friendly ad unit and a client council to help it get closer to marketers and their needs Wendy Clark, senior-vice president, integrated marketing communications and capabilities at Coca-Cola, is one of its members. …

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