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Party police raids, drug ‘stings’ & divas: The Drum's Cannes Lions 2018 gossip column

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Cannes Lions is over for another year, but as the rosé turns sticky on the floor of the Gutter Bar and you think of ways to explain the ROI on entertaining clients with €30 burrata every night to your finance manager, there’s one thing that’s sure to follow you home on that Jet2 flight – all the gossip.

What happens in Cannes famously doesn’t stay in Cannes. The Drum’s moles were on the ground, and our very own pub – The Drum Arms – which gave us plenty of access to the scandals happening behind the scenes.

Find out what went on away from the buzz of the Palais from noise complaints to entitled celebrities, The Drum's drummers causing chaos on the strip and the magnetic pull of Sir John Hegarty… ooh la la indeed.

Duty free

A French air traffic control strike the weekend before Cannes led to topsy-turvy, rerouted trips across Europe for hundreds of delegates on route to the Riviera; we heard of attendees flying via Cologne, Milan and even Luxembourg to make sure they didn’t miss that 9am breakfast meeting.

But which programmatic supremo was spotted making the most of his delayed flight in the airport bar? His penchant for Gatwick’s champagne led to an impulsive – and most likely expensive – Lacoste shopping spree.

Don’t call it a comeback

He may have lost the ‘most powerful man in advertising’ crown but yet again Sir Martin Sorrell managed to become the biggest story of the week. There were plenty of whispers about whether he'd show up to Cannes following the events of recent months – but oddly, we’ve rarely seen him look so relaxed. Some attendees even asked The Drum what we were really planning on doing, assuming the interview at the pub was really a publicity stunt (as if we would ever…!)

But from the moment he arrived at The Drum Arms for his first post-WPP interview (through the back door, naturally) it was clear that the outspoken bean counter was back with a vengeance.

After laying into the big six networks, the Financial Times’ reporting and WPP’s handling of his resignation, he slipped out faster than you can say ‘Q&A’.

Martin Sorrell on why he wants Mark Read and Andrew Scott to replace him as co-CEOs #thedrumcannes https://t.co/3lp8PKQpsd pic.twitter.com/slwCT3EK5s

— The Drum (@TheDrum) June 21, 2018

He recycled a handful of pre-prepared jokes when he spoke at the Palais on Friday, however the audience was less sympathetic to the freshly tanned millionaire: delegates booed as he filibustered his own session instead of answering questions from journalist Ken Auletta.

Do ad execs shit in the woods?

Which glamorous party had a distinct lack of toilets for the 500+ people it invited to its celeb-filled celebration? One desperate marketer charmingly told The Drum staff he was going to do a Bear Grylls and “poo in the woods”.

It’s not clear if he was joking or not but he did wander off into the night, which begs the question: if a client does a number two in a forest and no one is around to hear it, does it make a sound?

Diva on the docks

This East End pop star embraced her inner Mariah Carey this week. When arriving at the port for a night on the yachts she refused to leave her bejewelled high heels on the jetty, forcing staff to choose between a great PR opportunity and their boat hire deposit.

Later, when the same London diva was refused entry to an over-capacity agency party she loudly declared the shop’s comms director was a “jobsworth” in front of their colleagues. It must have been a damned good party! Brits abroad, eh?

A sticky situation

The Carlton’s unfathomable pricing strategy leaves many a suit feeling extorted when the bill arrives. But which creative director was stung big time by Cannes’ hustling drug dealers?

After requesting a wrap of unidentified white powder and paying out €200, his teenage vendor scarpered into the night. Only later did he realise he was actually the proud owner of a rolled-up wrap of sticky tape.

Cooking doesn’t get tougher than this

This year’s News UK party, once again hosted a atop a giant hill at the Château de Garibondy was an absolute hive of gossip. With a set from Kylie, Idris Elba and Fatboy Slim on the decks and a pool stocked with pink flamingos, the glitz and glamour was unrivaled elsewhere.

Aussie chef John Torode was even spotted cooking up a storm at the BBQ, but The Drum’s roving reporters couldn’t help but notice he looked grumpier than a unsuccessful Masterchef contestant.

To be fair, it’s probably not much fun grilling brisket in the blistering heat while drunken ad execs guzzle elderflower gin and tonics around you. It looked like he cheered up a bit later though, when he and his wife Lisa Faulkner got a snap with the Spinning Around singer.

Great night with @JohnTorode1 & @lisafaulkner1 in charge of the #bbq tonight at #newschateau!! & a M&G with @kylieminogue what a party pic.twitter.com/QRD0hh8Yqs — Sean Fitzpatrick (@MySeanySean) June 21, 2018

The crowd went absolutely wild for Kylie, with one chief marketing officer dancing non-stop for the whole session and another top creative giving it his all during Can't Get You Out of My Head.

Praise you like I should

Fatboy Slim, meanwhile, wins the Gold Lion for nicest celebrity of the festival. We heard he spent an hour before his set hanging out with fans and taking pictures. Eat, sleep, network, repeat, right?

Post-party chaos

It's a shame then, that the plug was literally pulled on Fatboy Slim's set. Organisers were believed to have been sticking to strict timings to avoid catching the attention of the French police; a plan which ultimately failed.

The Drum understands News UK was issued fines of €60 and then €1,000. Hearsay on the ground said this was due to noise complaints, but as more officers showed up just as the party was ending, rumours swirled that it was because a rowdy group of underage teenagers wanted to rave to Fatboy.

The police presence then stopped planned pick-up cars from driving up to collect worse-for-wear guests from the château. This resulted in dozens of high-heeled delegates winding their way down a steep, tree-lined hill in the pitch black to hitch a ride back to their hotels – lions, and tigers and swears, oh my!

Heartthrob Hegarty

In case you were wondering, Sir John Hegarty has still got it. After he spoke at a press conference, the scenes of female fans flocking for some facetime with the BBH founder were akin to Channing Tatum’s media lounge appearance in 2016. One journalist even invited him to spend a holiday with her in Colombia – whenever, wherever!

Sacré bleu!

Which restaurant along Le Croisette doesn’t believe in ‘going dutch’ – or, indeed #TimesUp? During one dinner, we were told waiting staff handed out gender-specific menus where the women don’t see the prices.

Staff from one media firm were shocked to discover this when they noticed that only the sole male of the group could see the cost on the menu he was handed. Lucky fella.

No cameras please

This US star came to the speaker's corner of the press lounge to talk business, but was left frustrated after the reporting media failed to ask any her questions at all about the announcement she made.

She rolled her eyes when a bunch of journalists instead swarmed around her for videos and selfies once she was done.

On the ball

Speaking of celebs, did we mention that we interviewed former England manager Sam Allardyce?

In conversation before the England v Tunisia game at the TalkSport bar, he predicted the right score and told us over a Guinness that he doesn’t think Stevie G, Frank Lampard or Joey Barton will still be in a job come next summer.

sam allardyce the drum

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Here he is with The Drum's video producer Jamie McMurray and editor Stephen Lepitak.

Jambon ou fromage?

A journalist’s diet at Cannes usually consists of aspirin, coffee and rosé, accompanied by agency dinners if you're lucky or McDonald’s if you're not. But this year it all changed with the introduction of the press room buffet – a revelation that appeared around 3pm every day.

On the Monday there was cheese and bread. On the Tuesday there was ham and bread. Rumours spread that the much-anticipated French coupling of cheese AND ham would arrive on the Wednesday. But alas – never the two did meet.

Band on the run

We were so enamored with The Drum’s new branding that we flew a band of drummers from London to France for the week. Their job was to disrupt the industry – literally – with the harmonious sounds of banging and hollering. Unfortunately, not everyone was a fan.

The police and event security asked the troop to “allons-y!” on several occasions, and Campaign sent them packing from outside their 50th birthday celebrations.

The biggest reaction came when the band surprised our friends at Ad Age – and were subsequently manhandled out of the area.

Show me entity :: 20943

The Drum's editor-in-chief and founder Gordon Young even got involved in the action earlier on in the week. Here he is leading the merry band in front of a refined audience at the Gutter Bar.

Show me entity :: 20946

All stood up

Which social figure left The Drum reporters waiting 90 minutes for an interview? After an hour and a half of waiting (with only frantic texts from her PR to give us hope) we gave up – only to land an interview with Nikolaj Coster-Waldau, aka Game of Thrones' Jaime Lannister, a few boats down. Both his hands were fully operational.

ForgetfulLAD

Which well-known industry PR was said to have his laptop at the Lad Bible villa, only to realise it was missing on is way to the airport. His cab had to turn around so he could return to collect the computer.

It's not clear whether he left it during the social publisher's party on the Tuesday night, which looked a bit like a session at the Love Island villa.

Live From The @ladbible Villa Pool Party #Cannes pic.twitter.com/70fuAdvm7n — DJ Luck & MC Neat (@LucknNeat) June 19, 2018

There's no doubt the Lad Bible crew were partying hard the rest of the week, since the group's 'Trash Isles' campaign scooped a number of Lions.

Too brave?

The Marketing Society's well-intentioned 'brave'-themed lunch proved a bit too bold for some attendees, with one unadventurous guest suggesting that even Heston Blumenthal might have snubbed some of the concoctions on offer.

Can't fight the moonlight

One Australian agency got a bit excitable in the car on its way to one of the many events. As the poor driver weaved his way through the rolling Riviera hills, too much pre-8pm rosé (we heard them say they paid €350 for a bottle) had gone to the execs' heads.

Unprompted, one of the group put LeAnn Rimes' 90s classic Can't Fight the Moonlight on full blast in the backseat, loudly singing along and trying to get our reporters to dance. We preferred the original.

You can follow all The Drum's Cannes Lions coverage here, with more exclusives and one-on-one interviews to follow next week.

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US Creative Work of the Week: Lee Jeans combats manspreading and kimono trapping

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Lee Jeans puts the mobility of its denim on full display in its 'Don’t just move. Move your Lee.' Campaign, created by Austin-based agency of record, GSD&M.

The campaign includes three TV spots that speak to modern consumers, with hip, young subjects in everyday, topical (and sometimes impractical) situations.

In one, a woman on the subway combats a guy who is clearly encroaching onto her seat by ‘manspreading.’ She one-ups him by hoisting her jean-clad leg over his so he gets the point. Another finds a woman who has her kimono caught in a taxi door chasing the cab down the street to get her garment free. A third finds a dog walker leaping and flipping acrobatically to untangle many leashes.

The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.

For its confident swagger and pointed sales objective, The Drum’s readers voted the campaign the US Creative Work of the Week.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

: 'Lee Jeans – Don’t just move. Move your Lee.'

Agency:
Client:
Date: September 2018

Popular denim brand Lee Jeans has launched a new campaign, 'Don’t just move. Move your Lee.' Created by Austin-based AOR, GSD&M, the campaign includes three TV spots that speak to the modern consumer, with hip, young subjects in everyday, topical (and sometimes impractical) situations, in which acrobatic feats are made possible thanks to the movement and comfort of their Lee jeans. From tackling 'manspreading' as a female subway rider, to dashing after a kimono trapped in a taxi door, Lee Jeans were made to move with purpose, while also providing effortless style and confidence to help you be you.
The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.
The campaign will run nationally on broadcast through October, and will be accompanied with paid and organic social content on Facebook, Instagram, Twitter, Snapchat, and Pinterest.

Credits:

Client: Lee Jeans
Agency: GSD&M
Creative Directors: Maria D’Amato, Jeffrey Butterworth
Writer: Addie Williams
Art Director: Hannah Dobbs
Producer: Alison Wagner
Account: Shawn Mackoff, Lauren Paver, Jane Conyngham
Social Media: Bailey Brown, Jessica Lee
Media: Evan Walker
Project Management: Christie Shepard

Tags: United States

Video of Spread | Lee Jeans Commercial

Video of Strut | Lee Jeans Commercial

Video of Stroll | Lee Jeans Commercial

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5 ways to leverage real third-party purchase intent

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A combination of genius and incredible access to capital has enabled Amazon to become a retail operation truly inconceivable just a decade or so ago.

Untethered from the constraints of physical location, Amazon has made it possible for many of us to rarely visit a retail operation for more than a tank of gas or a cup of coffee. And by consolidating a larger and larger percentage of our shopping and consumption behaviors, there’s less and less that Amazon doesn’t know about us or that they couldn’t easily figure out if they wanted to.

While we can certainly argue about whether the end game is to everyone’s benefit as a society, B2C marketers know that, in the near term, it behooves them to accept reality and try to play along in Amazon’s game.

As I think about lining up catalog operations, department stores, big-box retailers, suburban malls and Amazon along an evolutionary timeline, it’s the similarities that jump out at me more than the differences. It’s the strength of each concept taken singly and together that B2B sellers should all try to take advantage of.

1. Go where the buyers go

In B2B, you don’t need to dive into the many years of academic research to decide where to place your storefront, you know you’ve got to be on the web.

But being open for inbound business alone simply isn’t enough. Retailers use data about pedestrian and car traffic patterns to site their next store. B2C brands know they have to be on Amazon.

Every B2B seller owes it to themselves to find out where buyer traffic already congregates. You need to know where your total available market (TAM) goes when it’s in a buyer’s journey, and you need to be there, too.

Surf on Google’s gravity. While it’s not yet Amazon for B2B, for us, Google exerts much the same sort of “internet gravity” on our buyers. When a buyer begins their journey, they go to Google and ramp up search behaviors, which is why you can and should use SEO and paid search to be prominent on Google.

At the same time, however, you should also study who is consistently ranking high in and around relevant topics and see if there’s a way for you to do the same. Look for high-ranking third-party properties that will let you add your content and offerings. Then build your campaigns to link and bend their audience back to you.

Make sure to advertise to buyers instead of surfers. Although there’s plenty of browsing that happens on Amazon, and advertisers there may well be able to stimulate impulse buys, B2B buying behaviors are very different, as are the outlets that support them.

In B2B, we all spend plenty of time on the web reading about things that matter to us without ever demonstrating what could be recognized as real purchase intent. It would be easy to spend your entire advertising budget targeting demographics or on sites that have no contextual relevance to what someone in a buyer’s journey is actually looking for. Make sure the outlets you narrow your investigation to can show how their content supports the buying research efforts of the people you need to add to your funnel.

2. Bring the buyers to you

I think we can all agree we still aren’t where we need to be with advertising retargeting. When I’m shopping on Amazon, I’m definitely not in the market for my next piece of martech stackware.

Context continues to be a stumbling block for many B2B advertisers. But thinking about exactly what you’re trying to accomplish goes a long way toward landing on better a strategy. To drive maximum ROI, you need to raise consideration for your solution among the companies that are in a deal cycle.

On Amazon, you’d want to promote your offering whenever someone was shopping for products like yours. Real third-party purchase intent can put you in exactly the context you need to bring buyers to your store. By advertising in and around editorial content designed to support purchase decisions, it becomes natural for your desired audience to pay attention to your message and click through to your website.

3. Know what real buyers want

Once you’ve narrowed your advertising focus down to the optimum number of outlets, you need to access a significant volume of real buyers in your specific market category. Then you’ll need to make sure to get everything necessary to convert those people into prospects. This can be harder than it sounds.

Even though a lot of advertising suppliers can now help target specific companies somewhat accurately, outside of activity within your own program, very few of them can tell you very much about what’s working with your audience and what isn’t.

This is exactly the kind of information Amazon withheld from sellers until recently. Here’s another area where the best third-party purchase intent provider can help out. They should be able to show not only your own effectiveness but also what else is attracting your target audience’s attention, be it editorial or promotional material.

To improve your own performance, you’ll want to study this closely and modify your material as necessary to address what buyers are actually looking for.

4. See what real buying groups do

Even though we understand how buying groups actually behave, too many organizations are still relying on a kind of jury-rigged approach to pursuing demand inside of accounts.

First, they find accounts they think might be active. If they get any clicks on ads or inbound web traffic, they then assign sales development reps (SDRs) to call down a list of all the potential folks at the account with titles similar to those who held the most authority in their previous sales.

The problem is that they can’t be sure the account is viable, and they have no way of knowing where in the account the behavior is actually coming from. This approach leads to far too much tele-spend and far too little contribution to the pipeline.

Real third-party intent is much more than an old-school lead gen mechanism. Instead, a quality provider should be able to show exactly who is exhibiting purchase behaviors right down to their role and function, their name, and even their contact and consent information.

5. Engage buyers for yourself

Once you’ve located an active buying team with the right information in hand, real purchase intent data puts you in a much better position to drive efficiency by knowing which accounts and buying centers to target.

Likewise, because you can see both who’s interested and what they’re interested in, you’re able to be much more effective with your own outreach. Whether you choose to deploy targeted marketing to nurture these buying groups or address them more aggressively with people-based tactics, you are no longer guessing who exactly to go after and how to open the conversation.

Real purchase intent gives you Amazon-like insight into exactly who is looking for exactly what. What’s more, because this is now data we’re talking about instead of advertising, these buyers are available to you directly, to engage via your own systems and processes.

Not quite Amazon yet, but something you certainly should take advantage of

While each of us is free to evaluate at what point Amazon’s incredible convenience has gone a step too far, the impact of real purchase intent data on those companies that are taking advantage of it is really no longer up for debate.

As we head toward 2019, if you’re looking for a way to accelerate positive change in your demand generation performance and you haven’t investigated the purchase intent resources available in your market, there’s no better time to start than right now.

The post 5 ways to leverage real third-party purchase intent appeared first on Marketing Land.

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Captivate joins forces with Executive Channel Network in international drive

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Digital video office network Captivate has formed a strategic partnership with Executive Channel Network (ECN) to grow its audience reach to an estimated 14 million people using elevator and lobby displays across the US, Canada, Germany, Paris and London.

The agreement will see the pair work with brands to expand their inventory for advertisers to engage international business professionals in the workplace, which will include over 12,000 digital elevator and lobby displays within around 2,000 workplaces.

Captivate currently hosts a network over 11,000 elevator displays across 1,600 office buildings in North America while the ECN will provide the rest across European locations.

“In today’s digital age, the world gets smaller every day,” said Lorenzo Papa, executive vice president of Advertising Sales at Captivate. “The media landscape continues to evolve at a rapid pace and we recognize the increasing need for brands to have a consistent message across multiple borders, so having the ability to run campaigns throughout North America and now the UK and Europe is crucial for the next phase of our growth. ECN’s reach and influence aligns perfectly with the Captivate audience and we are thrilled to have found the right partner to help provide turnkey solutions for our advertisers at a global scale.”

Charles Parry-Okeden, global CEO at ECN, added: “As the workday gets longer, professionals are improving their work-life balance by completing personal and professional tasks at the office and across multiple devices. This alliance provides advertisers with the ability to deliver brand messaging while at-work consumers are actively researching and purchasing both business and personal products/services.”

The Drum’s Out of Home Awards are open for entry with more details available on the official website.

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