Editor's Comment: Digital brands storm Cannes

Noelle McElhatton
Noelle McElhatton

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.

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.

Twitter was a more covert participant, with executives including Adam Bain, head of revenue, reportedly meeting with marketers and agencies on the periphery of the festival to showcase the site's latest advertising initiatives.

With so many senior 'digerati' around, Google chairman Eric Schmidt, that most keynote of keynoters, was just another face in the crowd.

Brand owners know their place in this fast-changing firmament. Unilever's chief executive, Paul Polman, summed up the clout of the digital establishment when he hailed 'the influence of media companies such as Facebook, Twitter, MSN, Microsoft, Google, Amazon and Apple'. They possess power that should not be underestimated, he warned festival delegates.

As if we needed to be told.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer