Sally O’Dowd has written numerous articles for the Social Media Week blog since 2011, reporting from Cannes, Paris and New York. Sally served as special correspondent for SMW from the Cannes Lions Festival of Creativity in 2012. This post focuses on innovations in mobile marketing and features video interviews with Todd Grantham, who was with Goodby, Silverstein & Partners at the time. He is now president of DDB California. The post was originally published here.
Congrats to all this year’s winners at the Cannes Lions Festival of Creativity!
New for 2012 is the mobile category in which DGC client Goodby, Silverstein & Partners won a gold for the Chevy Game Time app. More details on the work can be found here.
In the following video, Todd Grantham, managing director of GSP Detroit, discusses the importance of mobile marketing when trying to connect with a young audience.
Cannes is also excellent inspiration for people working with global brands, for people from all over the world walk up and down La Croisette throughout the week. With so many languages spoken here, one is easily reminded how big the world is, yet so small at the same time.
One such global operation is Commonwealth, created by GSP and McCann Erickson Worldwide to serve the Chevy brand internationally. As Adweekreported in March: “GS&P has been since 2010 the lead creative agency on Chevrolet in the U.S.—the brand’s largest market— and is behind the “Chevy Runs Deep” strategy. McCann Worldwide has overseen the brand in many global markets including Mexico, Canada, Brazil, India, Japan, China and Latin America (Brazil and China are just behind the U.S. as Chevy’s largest markets).”
The best work at Cannes celebrates human truths and connects with people in a meaningful way, says Todd, and that’s what the Commonwealth team is trying to do for Chevy. Likewise, the festival provides the opportunity to get together with the broader Commonwealth team so they can plot their course. For more about Cannes and Commonwealth, listen to Todd here: