"I'm working, honestly" - A planner in Cannes

PaulYole.jpgPaul Yole is a planner with The Brand Agency in Australia. A third-time delegate in Cannes, Campaign Brief Asia asked him to bring a different perspective to our coverage of Cannes this year.

Day 2, Monday
First up today was a tour around the finalists in press, outdoor, media, direct, promo and PR. Some stunningly visual work.

Go Viral's Jimmy Maymann gave us a 40-minute tour of the digital space. By next year, it seems, we will be spending more hours online than watching TV and the fastest growing segment online is video. Indeed, video is expected to represent 64% of all mobile traffic by 2013.

Jimmy showed us an interesting piece for Tampax, which is a series of films relating the story of Zack Johnson, paradoxically a 16 year old boy who ....... well, have a look and see at www.zack16.com Interesting, but with no paid media support they have only had 100,000 views.
It all seems to be about 'new' media this year. I crave to hear someone like Chuck Porter showing us some ads because after all, we still spend about 80% of our clients' media budgets offline.

In any case, Universal McCann hosted a good array of speakers from UM, Microsoft and Facebook. (By the way thanks to the commentator who gave the tip about posting Twitter and Facebook updates simultaneously. I did know that, but it takes the fun away!)

The theme of their seminar was 'Gravitational media' (the new buzz phrase for 09) and they used lots of physics analogies to explain how bodies attract bodies and how momentum is derived from mass x velocity. You knew that, right?

Anyway, Facebook now has 307 million users and still grew by 164% last year. I guess that equals momentum. Twitter on the other hand grew by 1900% but still has only 32 million users.

Last up, the co-founder of Twitter, Biz Stone. Very inspirational even if some of us can't yet see how it will monetise and some others "can't see the point". Biz got a full house and a standing ovation.

If you don't know the story, Twitter believes that as a two year old company, they are only "1% into this journey". They've just turned down an offer of US$500 million because they want to focus on "building a company of enduring value". They still have only 50 staff.

You have to admire the guy, even if you are a Twitter cynic. When he turns 30 he will probably do quite well. Two departing thoughts from Biz:

First, a definition of Twitter - "for sharing and discovering what's happening right now". They broke the story of the last California earthquake 9 minutes before any news media.

Second, how do you explain to a company what Twitter is? Just put their name into search and show what people are tweeting about them. Then the company will want to know how to respond. Simple - sign up and answer the critics.

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