Adweek June 13 2016

THE VOICE OF MEDIA | JUNE 13, 2016
CANNES
PREVIEW
THE HOTTEST
SOCIAL APP ROLLS
OUT AN API THAT
WILL USHER IN
A NEW WAVE OF
ADVERTISERS
AND REVENUE.
BY
CHRISTOPHER
HEINE
September 14 & 15, 2016, Cologne
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UPFRONT
THE WEEK 6
ANA releases K2
rebates report;
BuzzFeed nixes
RNC ad deal; mosttweeted TV shows.
ANNA
WINTOUR
will speak at
Cannes Lions.
TRENDING 10
Cannes work to
watch; Adweeks
guide to Cannes.
VOICE 14
CP+Bs Chuck
Porter on why
Cannes matters.
DATA POINTS 16
Insights to
summer festivals.
MOVER 18
OMDs Julie
Fleischer gets real
about data.
C O V E R : WA S H I N G T O N : V I S I O N S O F A M E R I C A / U I G V I A G E T T Y I M AG E S ; T H I S PAG E : DA N I E L Z U C H N I K /G E T T Y I M AG E S
FACETIME 19
Premieres
and parties.
PERSPECTIVE
BRAND NAME 47
The coveted,
classic Cartier
Love bracelet.
CANNES PREVIEW
SWIPE 49
Vespa-inspired
swivel chair from
Bel & Bel.
THE FUTURE OF
SNAPVERTISING
PORTRAIT 51
Brand invention
shop Humanaut.
SPACES 52
Publicis Seattle.
On the eve of the annual festival, Snapchat, the most

buzzed-about mobile app around, launches its muchanticipated API, partners with brand marketers and creatives,
and sets out to build a $1 billion ad business. 20
INFO DIET 53
Comedian
Michael Ian Black.
LOOK BACK 54
Maurice Saatchi.
MARKETER OF THE YEAR

Winner of more Cannes Lions than any other marketer in the last five years,
Samsungs messaging translates tech into millennial appeal. 26
ADWEEK PLANS YOUR WEEK IN CANNES

Adweek editors highlight the best presentations, parties and pastimes. 12
ADWEEK | JUNE 13, 2016
PU LLOU T
GU IDE !
Upfr
THE WEEK IN MEDIA AND MARKETING
TOP STORY
BUYERS BEWARE
ndustry auditors and lawyers are

already starting to use the 58-page
Association of National Advertisers
media transparency study (conducted
in conjunction with K2 Intelligence)
to promote their services. Business
development consultants are being contacted
by agencies hoping to find new opportunities
as disgruntled marketers presumably seek
alternatives to their incumbent agencies.
But dont expect another Mediapalooza
in the oing (when $27 billion of business
went into review over the last 18 months).
The ANAs new eight-month study, focusing
on media buying practices, underscored a
larger disconnect between clients and their
agenciesbut a lot of those diferences have
already been playing out in changing account
activity. With so many large pieces of business
having already moved, its unlikely another
big wave of marketers would move such
assignments again.
Its understandable that auditors and
legal execs now will be busy given the studys
ndings that the use of kickbacks and rebates
is pervasive in an ad industry where the ANA
said senior executives were not only aware
of their use but also mandated them. But given
the time and expense involved in a search,
its simply more efective to identify and x
problems in the working relationships, new
business sources said.
The K2 study with input from 150 sources is
full of juicy, anonymously sourced examples
like alleged media markups of 30 percent-90
percent on principal transactionsthat
undermine agencies credibility, said their trade
group, the 4As last week. (Never mind that ve
out of six of the industrys holding companies
declined to participate in the survey.) Clients
were largely quiet in their public response to
the reports release. However, marketers like
Procter & Gamble reiterated its trust but
verify approach to contracts, performance
audits and third-party verication to ensure
transparency, and said remedial action will
be taken if irregularities are found.
The study declined to label the

nontransparent practiceswhich often
allegedly involved cash rebatesas
fraudulent, saying that was well beyond
the scope of the study.
That left many agency observers questioning
the purpose and credibility of the report.
Our media guys are saying, If youre going
to threaten us with an audit, then audit us, said
one source. We go through that all the time.
Added Ken Robinson, a principal with
consultants Ark Advisors: You have three
pillars of disingenuous behavior and [in the
report] no one agency has been called out.
What do you do with that? Its better to save
the agency relationship than throw it away,
he advised. Its better to work together and
nd a common denition for transparency.
People cant even agree on that.
Robinson draws a distinction between
agencies violating contractual terms and
ethical ones, saying being transparent
matters less than being honest, and agencies
should focus more on that than circumvent
semantic technicalities.
Jim Nail, a principal analyst at Forrester
Research who has conducted previous work on
media transparency for the ANA, concurs. In an
industry where clients are now demanding to
pay less for more agency services, transparency
discussions need to nd the right focus.
The wrong reaction to the report would be
playing the blame game. This is symptomatic of
the last 5-10 years of agency client relationships
under strain, said Nail. We can expect to see
increasing levels of audit activity, but I hope it
doesnt turn into a blood bath where agencies
get red. It should be handled at the level of the
4As and the ANA. What are the structures that
apply to this new world? If the conversation stays
at the level where its all about rebates, were not
solving the real problem.
Noted ANA president, CEO Bob Liodice:
We want to bring the agency community
together and begin a dialogue. Lets see how
the ecosystem responds, and if they do, we
wont need to do anymore.
PHOTO BY GERARDO MORA/GETTY IMAGES FOR IHEART MEDIA
THE ANAS CONTENTIOUS REPORT ON MEDIA BUYING PRACTICES

IS ALREADY HAVING A RIPPLE EFFECT. BY NOREEN OLEARY
BOB
LIODICE
ANA,
president
and CEO
JUNE 13, 2016 | ADWEEK
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NEWS
Snapchat has a brand-new

look. The red-hot messaging
app revamped its feed last
week with a new design that
mashes up Discover and Live
Storiesthe strings of photos
and videos that users collect at
eventswith subscribe buttons,
creative headlines and new
placements geared at helping
publishers amass big audiences.
The goal of the redesign is to
get people to view more content
from Snapchats 20 publisher
partners (including CNN, Hearst,
IGN and Vox Media) alongside
user-generated content from their
friends. Lauren Johnson
Adweek, FTP Media

Launch Arc Awards
As brand storytelling continues
to become a central part of
marketing budgets, Adweek, in
partnership with FTP Media and
its Brand Storytelling conference
held at the Sundance Film
Festival, will launch the Adweek
Arc Awards to celebrate the
best in digital brand storytelling.
The new awards program will
follow the second annual Brand
Storytelling conference, a two-day
thought leadership event Jan.
19-20 focused on the burgeoning
category of brands using data
insights to tell stories beyond the
traditional interruptive advertising
model. The Adweek Arc Awards,
celebrating best-in-class work
across 30-plus categories, will
take place Saturday evening, Jan.
21 at the Silver Lake Lodge in
Park City, Utah. Adweek will begin
accepting entries online starting in
mid-July. James Cooper
AD OF
THE WEEK
Agency:
Wieden +
Kennedy
Nike
The sports marketer
unleashed its latest
soccer blockbuster, made
for Euro 2016, in which
Cristiano Ronaldo and a
young British fan switch
bodies after a random
collision at a match.
Its classic Nikeflashy
and funny, with loads of
celebrity cameos and
expert direction by Ringan
Ledwidge. At 5:57, its also
Nikes longest brand film
everand worth every
second. Tim Nudd
TWITTERS TOP SHOWS

The most-watched show of
the 2015-16 season in the
18-49 demoThe Walking
Deadalso topped the Twitter
TV charts for the third straight
year, according to Nielsens
newly released rundown of
the seasons most-tweeted
moments. Jason Lynch
1 THE WALKING DEAD/AMC 435K
2 EMPIRE/FOX 387K
3 GAME OF THRONES/HBO 252K
4 THE BACHELOR/ABC 248K
5 THE VOICE/NBC 176K
BIG NUMBER
$229
BILLION
Googles value this
year, up 29 percent
year over year, making
the tech company the
worlds most valuable
brand. Meanwhile,
Apple fell to second
place as its value
dipped 8 percent
to $228 billion.
(SOURCE: BR ANDZ TOP 100
M O S T VA L U A B L E G L O B A L
BRANDS REPORT)
ACCOUNT IN REVIEW
AT&T
The telecom giant has put its U.S.
creative and media account into
review with the plan to create a
single integrated media and creative
operating model, according to an
AT&T rep. Only WPP and Omnicom
have been asked to participate in the
review. Currently, Omnicoms BBDO
and WPPs Grey handle creative
work for the brand, while the WPP
shop MEC handles the bulk of media
buying. AT&T plans to complete the
review and award the business later
this summer. Katie Richards
POLITICS
IN/OUT
Time Inc. names
Sports Illustrated
managing editor
Chris Stone as editorial director for
SI, SI Kids and Golf. DailyMail.com
taps The Weather Companys Alicia
Muntzner as U.S. chief revenue
officer. Vimeo CEO Kerry Trainor to
depart. Nickelodeon group president
of content development and
production Russell Hicks exits.
BuzzFeed Ends RN
NC
Deal Over Trump
In the wake of Donald Trumps latest controversial comments,
BuzzFeed is backing out of an advertising deal with the Republican
National Committee. In an email to BuzzFeed employees obtained
by Politico, CEO Jonah Peretti explained the decision by pointing
to the presumptive GOP nominees hateful rhetoric about Mu
uslims,
Mexicans and others. Trumps public comments, Peretti stated, have been directly
opposed to the freedoms of our employees in the United Stattes. Christopher Heine
T R U M P : V I C T O R B LU E / B L O O M B E R G V I A G E T T Y I M AG E S ; T H E WA L K I N G D E A D : A M C
Snapchat
Redesigns
2015 Best Campaign: Media Markt, "The Rabbit Race", UM and Ogilvy Frankfurt
TRENDING | THIS WEEKS INSIGHTS
AWARDS
CANNES 2016:
WORK TO
WATCH
GO TO
AD WE EK
.CO M/
CA NN ES
TWENTY-FIVE CAMPAIGNS THAT

WILL BRING HOME LIONS, FROM
BURGER KING TO REI. BY TIM NUDD
s agencies battle each other for Lions next week
in Cannes, a gesture of peace might just end up
with the most hardware.
Burger King and Y&Rs McWhopper
ofer to McDonalds for Peace Day is one of
our prefestival favorites. But its only one of
several dozen remarkable campaigns on this predictions list,
presented by Adweek and Leo Burnett.
Burnett identied six key themes this year: inventions
(DBs Brewtroleum, If Insurances Slow Down GPS,
Samsungs BrainBAND), earned media (Cointreaus
#NotComingSoon, Netixs FU2016), creative media
partnerships with Silicon Valley (Art Institute of Chicagos
Airbnb Van Gogh rental), personalization (Beats by Dres
Straight Outta), authentic truth (REIs #OptOutside)
and storytelling by animation (Justino, ShottaSoCo,
Paper, Shoplifters).
As usual, though, plenty of the work highlighted here is
so forward-thinking that it defies categorization.
Visit adweek.com/cannes all next week for real-time
reports from the festival, including video interviews,
analysis, winners galleries and more.
Burger Kings Peace One Day McWhopper Y&R, Auckland, New Zealand
Burger King brilliantly suggested a truce in the burger wars to McDonalds,
offering to collaborate on a McWhopper for Peace Day. McDonalds politely
declined, but BK had already scored a massive PR victory for an integrated
stunt that should dominate across multiple categories in Cannes.
10
Southern Comfort ShottaSoCo

Wieden + Kennedy, New York
W+K took a campy pop-culture device
Taiwanese animation of current events
and put it to wonderfully surreal use
for Southern Comfort. The agency even
hired the company behind the original
videos, Next Media, and let the animators
interpret the scripts in their own way.
Andes Beer The Fairest Night

of All, Hagglers
Del Campo Saatchi & Saatchi,
Buenos Aires, Argentina
The Argentine brewer scored with two
fun, comic campaigns. First, it invited
the best-looking men in one city to a
fake, evening-long casting call, giving
less attractive men a better shot with
women at bars. Then it got the worlds
best hagglers from market stalls in
India, Turkey and Togo to negotiate
with mens girlfriends to earn the guys
more time at the bar.
DB Breweries, Brewtroleum
Colenso BBDO, Auckland,
New Zealand
In a bit of alchemic magic, DB and
Colenso BBDO created a clean-burning,
conflict-free biofuel from the yeast left
over after brewing DB Export beer. It
was marketed with an irresistible appeal
to beer lovers: Drink enough, and you
could save the world.
Xbox Survival Billboard

McCann, London
Xbox celebrated the launch of Rise
of the Tomb Raider in the U.K. with a
genius and sadistic stunt. It challenged
eight Lara Croft fans to stand on a
billboard in London for 24 hours and
then pelted them with harsh weather
wind, rain, even snowas voted for in
real time by the public online.
REI #OptOutside
Venables Bell & Partners,
San Francisco
The outdoors retailer took a brave anticonsumerist stance, closing on Black
Friday and paying its 12,000 employees
for a full workday, so they can do what
they love mostbe outside.
Loteras y Apuestas del Estado

Justino
Leo Burnett, Madrid
The best Christmas ad of 2015 didnt
come from Britain as expected, but
from Spain. This gorgeous animated
lottery film told the story of an overnight
security guard at a mannequin factory
who delights the daytime staff by
setting up the figures in amusing poses.
Intermarch Sugar Detox

Marcel, Paris
The French eat way too much sugar.
Could an ingenious combination of
product and package design help?
This supermarket chains Sugar
Detox desserts allowed consumers
to gradually step down their sugar
level within a single six-pack, with
the sixth dessert having half the
sugar of the first one.
Currys PC World Spare the Act

AMV BBDO, London
Struggling to pretend youre glad
to get a bad Christmas present? A
professional pretender can help.
Jeff Goldblum gave ordinary people
amusing acting lessons so they
could seem grateful for crappy gifts
in this British electronics retailers
memorable campaign.
TRENDING
If Insurance Slow Down GPS

Forsman & Bodenfors,
Gothenburg, Sweden
F&B dreamed up a seriously clever
safety feature for GPS navigators:
have the app switch to a childs voice
near schools, day care centers and
other areas where children are likely
to be present. The brilliant app works
in Sweden, Finland and Norway.
Suumo Shell We Move?

Hakuhodo Kettle, Tokyo
This real-estate website got involved
in designing a very unexpected kind of
homefor hermit crabs. With fewer
natural shells available to crabs
because of climate change, Suumo
made artificial, cocoon-shaped ones
tough, light, environmentally friendly
and really quite adorable.
Honda Paper
RPA, Santa Monica, Calif.
RPA and stop-motion wizard PES teamed
up for this remarkable Honda spot that
told the brands history of products
cars, motorcycles, outboard motors,
CVCC vehicles, robotics and morein a
paper-flipping journey through thousands
of hand-drawn illustrations.
Beats by Dre Straight Outta

R/GA Hustle, Los Angeles
Everyone is straight outta
somewhere. R/GA Hustle tapped into
that pride of place with a Beats by Dre
campaign around the movie Straight
Outta Compton (about Beats founder
Dr. Dre) that let people stamp their
own city on the Straight Outta logo.
Shiseido High School Girl?

Watts of Tokyo
The years most mesmerizing product
demo. The camera moves through
what we think is a group of high
school girls, but then, as it circles
back through the same group, it
becomes clear theyre not high school
girls at allShiseido makeup has
hidden the truth all along.
University of Western Sydney

Deng Thiak Adut Unlimited
VCD+WE.Collective, Sydney
Lots of colleges put alumni in their
ads. But Western Sydney University
boasts one amazing grad in particular
Deng Thiak Adut, a former Sudanese
child soldier who came to Australia
at 14 as a refugee, taught himself
English and eventually got a law
degree from WSU.
Harvey Nichols Shoplifters

adam&eveDDB, London
This cheeky, inspired 90-second spot
used real security camera footage
of shoplifters at a Harvey Nichols
store in Londonadding expressive
cartoon faces to the perps, making it
a rollicking bit of fun. Love freebies?
Get them legally, says the ad,
promoting the chains rewards app.
Volvo Trucks Look Whos Driving

Forsman & Bodenfors,
Gothenburg, Sweden
F&B brought back its famous Live
Test Series campaign in style, getting
a 4-year-old to pilot a Volvo FMX, billed
as the toughest truck we ever built,
via remote control. Its pure joy to see
Sophie send the vehicle careening
through marshes, deep ditches and
even a concrete building.
House of Cards FU2016

BBH, New York
With a crazy presidential election
rollicking the real world, Kevin
Spaceys Frank Underwood was
campaigning for the same office in
Netflixs House of Cards. But Franks
campaign suddenly became real, too
when an actual FU2016 headquarters
opened in Greenville, S.C.
Prodiss #MaPlaceEstDansLaSalle
Fred & Farid, Paris
After the attack on the Bataclan concert
hall in November, attendance at live
shows in Paris plummeted. So, concert
halls and theaters united in an act of
solidarityby all changing the names of
their productions to Ma Place Est Dans
La Salle (My Place Is at the Show).
Rmy Cointreau/Louis XIII Cognac

#NotComingSoon
Fred & Farid, New York
Cointreau got Robert Rodriguez to film
a movie starring John Malkovich with
a very eccentric twist: The finished cut
has been put in a vault and wont be
seen by anyone for 100 years. It will
open in 2115 when the brands Louis XIII
cognac, bottled today, is ready.
Sagami Act of Love

Hakuhodo Kettle, Tokyo
This condom brand got humans to
act out animal courtship rituals, and
the results were both hilarious and
weirdly poignant. We think too much
and end up feeling afraid, the brand
said. Animals dont worry over their
decisions. They act out of need and
express themselves instinctively.
Art Institute of Chicago

Van Gogh BnB
Leo Burnett, Chicago
The Art Institute brought together
all three versions of Van Goghs The
Bedroom for the first time in North
America. To promote the show, it built an
amazing, full-scale, livable model of the
bedroom in a historic Chicago building
and let people rent it on Airbnb.
Bajaj The Nations Bike

Leo Burnett, Mumbai, India
In 2014, the Indian aircraft carrier INS
Vikrant, which had played a heroic role
in the Indo-Pakistan War of 1971, was
scrapped for metal. To preserve this
treasured piece of history, Bajaj bought
the metal and made motorcycles from
itselling 11,000 on the first day.
Samsung BrainBAND
Leo Burnett, Sydney
With help from a neuroscientist and
an industrial designer, Samsung
invented a headband that monitors
concussion activity in the wearer.
Sensors measure the force of impacts
in real time, relaying data to doctors,
referees and coaches, while LED
lights indicate the severity of a hit.
Under Armour
Rule Yourself: Phelps
Droga5, New York
Impeccable craft and a compelling
story of an aging heros last stand
made Under Armours Michael
Phelps spot one of the years best.
Beautiful and haunting, it captured
the swimmers solitary struggles
perfectly as he prepares for one last
shot at glory, and redemption, in Rio.
11
TRENDING
ADWEEK GUIDE
CANNES
HERES THE
PLAN FOR
YOUR WEEK
IN CANNES
A DAY-BY-DAY SCHEDULE OF
RECOMMENDED PRESENTATIONS,
PARTIES AND PASTIMES AT THE 2016
CANNES LIONS. BY DAVID GRINER
The Cannes Lions International Festival of
Creativity can be sensory (and scheduling)
overload, whether youre a first-time attendee or a
Palais pro. With so many options for things to do,
Adweeks editors decided to create a daily guide of
talks worth taking in and prime spots to sip ros.
MONDAY
8 a.m. Find a quiet cafe to fuel up
and shake off your jet lag with an
Americano and some brioche.
9 a.m. If you havent already,
head to the Palais and register
to get your badge.
12:15 p.m. SESSION TO SEE Block
You: Why World Class Creativity
Will Obliterate Ad Blocking,
featuring IAB CEO Randall Rothenberg
and reps from the publishing and
agency worlds. Location: Forum
2 p.m. First timer? Take a
How to Cannes tour of the
Palais from 2-2:30 p.m.
3 p.m. Want to be on the cover
of Adweek? Of course you do.
ADWEEK
Walk over to the Grand Hotels
PHOTO
entry courtyard to
BOOTH!
meet the Adweek
team and pose at
our photo booth for
your own customized
Adweek cover,
which you can
share instantly on
your social media
accounts. 3-5 p.m.
Location: Grand Hotel
5 p.m. SESSION TO SEE Reimagine
Play with 360i CEO Sarah Hofstetter
and Mattel evp Geoff Walker. 5-5:45
p.m. Location: Thtre Debussy
6 p.m. Head to the Lions Rooftop
for free drinks, networking and
some general unwinding. Reception
lasts till 7:30 p.m.,
with a Meet the
Speakers opportunity
starting at 6.
Htel Barrire Le Majestic
Le Suquet
(Old Town)
Le Grand Htel
Bou
le var
d de
la C
The Palais
Notre-Dame de
lEsprance
500 yards
12
Go
Htel Martinez
rois
ett
Cannes
Bay
72 (The Gutter Bar)

lfe
de
la
N ap
oule
7 p.m. Watch the first

Lions of the week get
handed out at the
awards show for
Promo & Activation,
Print & Publishing,
Radio, Direct and Glass Lions.
7-9 p.m. Location: Thtre Lumire
9 p.m. Kick off the first night of
festivities at the Cannes Lions
Opening Gala with free drinks,
food and thumpin bass on the
Carlton Beach. Its a good
TO TH E
spot to meet friends and
GU TT ER
BA R!
plan the rest of your night.
T I M E S A N D L O C AT I O N S C A N A N D L I K E LY W I L L C H A N G E A S T H E E V E N T D R AW S C L O S E R ,
S O R E A D E R S S H O U L D K E E P A N E Y E O N T H E O F F I C I A L C A N N E S A P P F O R S C H E D U L E U P D AT E S .
TUESDAY
8 a.m. Pastries, caffeine, mild regrets.
10 a.m. SESSION TO SEE
Disruption by Design, featuring
R/GA co-founder Bob Greenberg and
vice chairman Nick Law. 10-10:30
a.m. Location: Inspiration Stage
11 a.m. SESSION TO SEE Actor/
musician Will Smith, interviewed
by Edelman creative strategy chair
Jackie Cooper. 11-11:45 a.m.
Location: Thtre Lumire
12 p.m. SESSION TO SEE Stay
in your seat after Will Smith to see
Wendy Clark, CEO of DDB North
America and former Coca-Cola exec,
speak on Managing the Present
and Inventing the Future. 12-12:45
p.m. Location: Thtre Lumire
1 p.m. Youve been sitting a long time.
Head inland a block or two and find a
nice spot for lunch. Bring a friend (old
or new) and crack open your first bottle
of ros for the day. Update Instagram
to really rub salt in the FOMO wound
of your friends back home.
3 p.m. SESSION TO SEE
Adventures in Virtual Reality
with Google vp of VR Clay Bavor and
immersive filmmakers. 3-3:45 p.m.
4 p.m. If its your first time at the Lions,
head to the First Timers meetup to
find fellow French Riviera rookies and
even get your portrait taken by a Getty
photographer. 4-4:30 p.m. Location:
Getty Images Gallery in the Palais.
5 p.m. SESSION TO SEE The Art of
(Brand) Seduction with FCB global
CCO Susan Credle and neuroscientist/
Match.com adviser Dr. Helen Fisher. 55:45 p.m. Location: Thtre Debussy
8:30 p.m. Check out one of the best
spectator sports in advertising
as Shutterstock brings its
Pixels of Fury contest to the
Palais Terrace. Art directors
wage a real-time design
battle in front of an increasingly
intoxicated crowd. The contest runs
from 8:30-10:30 p.m., but Shutterstock
will keep the party going until midnight.
11 p.m. Find some Scandinavian
creatives and ask them where the
partys at. Theyll know whats up.
TRENDING
WEDNESDAY
FRIDAY
8 a.m. Nescaf in your room

while you browse AgencySpy to
make sure none of your Cannes
colleagues are mentioned in it yet.
8 a.m. Sip espresso while wearing

sunglasses and rubbing your head
and dammit, why are the seagulls
so bloody loud today?
10 a.m. SESSION TO SEE Star Trek

Beyond: Retelling an Iconic Story for a
New Generation with the nerdgasmic
combo of Simon Pegg, Zachary
Quinto and Chris Pine. 10-10:45
a.m. Location: Thtre Lumire
10:30 a.m. Hear from the CMOs of

Airbnb, Johnson & Johnson and EY
(Ernst & Young) at a panel moderated
by The Economist. 10:30-11:30 a.m.
Location: Cannes Beach
11:30 a.m. SESSION TO SEE

Snackable, Unskippable Content
with Twitters Jennifer Price and Sony
Pictures digital marketing evp Elias Plishner.
11:30 a.m.-12 p.m. Location: Forum
12 p.m. Anderson Cooper interviews
Anthony Bourdain from 12-12:45 p.m. in
the Thtre Lumire, but if youre a Gwyneth
Paltrow fan, you might want to skip and
claim a spot in line for her 1 p.m. session.
1 p.m. Gwyneth Paltrow talks to
BBC World News Stephen Sackur from 11:45 p.m. Location: Thtre Debussy. No
interest? Check out Wireds Kevin Kelly at
the Lumire in the same time slot.
2 p.m. Take a breather.
Grab a crepe and an Orangina.
Somehow hold both while you
pose for a selfie with the beach
behind you. Run back inside.
3 p.m. Iggy Pop talks with Grey London
chairman and CCO Nils Leonard. Worth it
just to hear their wildly different accents.
3-3:45 p.m. Location: Thtre Lumire
4 p.m. SESSION TO SEE Unleashing
the Power of Diversity in Tech featuring
Girls Who Code founder Reshma Saujani.
4:15-4:45 p.m. Location: Inspiration Stage.
NOTE: Requires Lions Innovation pass.
MAP: CARLOS MONTEIRO; CLARK: DDB
THURSDAY
5 p.m. SESSION TO SEE How to Do

Work That Speaks Every Language
featuring Crispin Porter + Bogusky
execs Chuck Porter and Lori Senecal,
along with creatives from CP+B
offices in Hong Kong and Brazil.
7 p.m. Drop by the awards show for Creative
Data, Innovation, Mobile, Media and Cyber
Lions from 7-9 p.m. in Lumire Thtre.
9:30 p.m. If your ticket includes Innovation
Lions access, dont miss the beachside
party that closes out the mini-conference.
9:30 p.m.-12 a.m. Check Cannes Lions
smartphone app for location.
11 a.m. Got an Entertainment Lions

pass? Skip out of the CMO panel and
head to Mindy Kalings 11 a.m. talk.
12 p.m. SESSION TO SEE From
Underdogs to Game-Changers
featuring Under Armour CEO Kevin
Plank and David Droga. 12-12:45 p.m.
1 p.m. Stay in your seats in the Thtre
Lumire because up next is the comedy
trio of Rashida Jones, Keegan-Michael
Key and Rob Delaney. 1-1:45 p.m.
2 p.m. No seriously, dont get
up. Oscar-winning director
Alejandro Gonzlez
Irritu is taking the
Lumire stage with Ogilvys
Tham Khai Meng. 2-2:45 p.m.
3 p.m. If youve got a Lions Entertainment
pass, you can go see WWE chief brand
officer Stephanie McMahon. Shes
speaking with someone else ... AND HIS
NAME IS JOHN CENA! 3-3:45 p.m.
4 p.m. Stretch your legs and walk down
the Croisette to see whats happening
at YouTube Beach, Facebook
Beach, Twitter Beach and
anywhere else with free
refreshments and fun toys.
6 p.m. Want to get a Guinness World
Record for ... brainstorming? A group
will attempt to set the record for
largest creative thinking lesson while
coming up with ways to build on the
Movember movement. 6-6:45 p.m.
8 p.m. Explore the alleys and back
streets of old town Cannes to find a nice
spot for a luxuriant, decadent, hourslong feast. Or as the French call it, a
weekday dinner. Some options: Mantel,
La Mirabelle or anywhere else you can
find a nice table on the popular walking
path, Rue Saint-Antoine.
TO TH E
GU TT ER
BA R!
8 a.m. Walk the

beach, load up
your Instagram
and marvel at how
fast the week went.
9 a.m. This is a good slot
to schedule a breakfast
meeting with someone
interesting you met but didnt
get enough time to talk to. Or
maybe ... a recruiter?
12 p.m. If youve got a Lions
Entertainment pass, go see
Uptown Funk mastermind
Mark Ronson talking to
Spotify creative director
Richard Frankel.
12-12:45 p.m. Location:
Inspiration Stage
1 p.m. Quick crepe or
sandwich for lunch,
then back to it.
2:15 p.m. If you like your
creative weird and your
fashion fast, check out
Uniqlos global creative
president, John C Jay, as
he chats with Isobar global
CEO Jean Lin. 2:15-3 p.m.
3:15 p.m. SESSION TO SEE
How to Do Terrible Work
with the Snickers marketing
power tandem of BBDO
Worldwide CCO David Lubars
and former Mars global CMO
Bruce McColl. 3:15-4 p.m.
Location: Thtre Debussy
4 p.m. Stick around the Palais
for more great sessions
(especially if you have a Lions
Entertainment pass) or spend
a few hours walking the town,
shopping for souvenirs or just
exploring neighborhoods you
never got around to.
10
0 p.m. If youve got a
Lio
ons Entertainment pass,
youd be a fool to miss the
subconferences
af ter-party on
the Palais
Terrace.
TIMBALAND
MIGHT BE THERE!
10
0 p.m.-12 a.m.
SATURDAY
8 a.m. Sleep in.
Sprawl out. Be lazy.
10 a.m. Get serious about
souvenir shopping. If you
dont feel like spending
a fortune at trendy Rue
DAntibes shops, head
north and walk along
Rue Meynadier where
discounts abound.
12 p.m. Lunch! Wherever
you find yourself, youll
have plenty of options for
a nice bistro meal.
2 p.m. There are two good
agency presentations
back-to-back in the Thtre
Debussy: MullenLowes
Jose Miguel Sokoloff
at 2 p.m. on the literal
life-saving power of
creativity, and Forsman &
Bodenfors creatives Anna
Qvennerstedt and Ted
Mellstrm at 2:45 p.m.
3 p.m. More shopping,
exploring and maybe a
bottle or two of ros.
6 p.m. Show up early to
claim a spot in line for the
big awards show, where
Film, Film Craft, Integrated
and Titanium Lions will be
announced, along with the
agencies of the year and
more. 7-9 p.m. Location:
Thtre Lumire
9 p.m. Closing gala time!
Get some selfies with
people carrying Lions
around, and confess
your professional crushes
while you still have time.
9 p.m.-12 a.m. Location:
Cannes Lions Beach
1a
a.m.
m Go cr
crazy,
but be safe. Most
important, set your
m so
phone alarm
you dont miss
your flight home.
For a mobilefriendly and updated

version of this guide,
visit Adweek.com/
CannesGuide.
13
OPINION
Why Cannes
Still Matters
DESPITE ITS EXPANSION AND HATERS, THE
FESTIVAL CAN STILL INSPIRE BY SURFACING
AND SHOWCHASING GREAT CRAFT IF YOU
SEEK IT OUT. BY CHUCK PORTER
When I used to buy agencies, I
discovered something that the
consultants already knew. All
agencies say the same thing.
You can pretty much predict the
exact wordsmedia-neutral, ideadriven, brand activation, storytelling,
stuff like that. (Actually, its kind of
amazing that, with all the people talking
about storytelling, there are so few
good stories.) Anyway, what I figured
out is that listening to an agency talk
about its philosophy and proprietary
process and whatever is pretty much
a waste of time. All you really need to
do is look at the work. And, at its best,
thats what Cannes is about.
This is where the tide goes out and
you get to see whos nakedwhos
talking about invention and whos
actually inventing. But finding out
which big agencies are doing what is
only part of the story. Big agencies
have lots of offices and lots of clients
14
Specs
Claim to fame Chuck Porter is
the founder of Crispin Porter +
Bogusky and a member of the
Advertising Hall of Fame.
Base Miami
Twitter @cpbgroup
so, just by the law of averages,

there should be some great things
happening. To me, the real value of
Cannes is discovering the gold youd
otherwise never find.
When I judged the Titaniums a
few years ago, we gave the big award
to a small design group in Japan
that turned those ubiquitous ugly
bar codes into pictures of mountains
and rivers and graceful swans. Not
surprisingly, people whod entered
huge multimedia campaigns with a
video about all their consumer touch
points werent too happy with the
choice, but I thought it was perfect.
This little design firm had taken a
mundane, kind of annoying piece
of everyday commerce and turned
it into art. It didnt do something
old really well, it actually created
something new. In fact, the same
sort of conversation happened last
year when the Titanium went not to a
billion-dollar global campaign but to a
little emoji shaped like a pizza.
The thing is, at any reasonably
well-judged show, everyones equal.
Three people with a laptop at
Starbucks can beat the biggest agency
in the world. All they need is a better
idea. And this isnt just about winning.
Gold Lions and Grands Prix are great
and the statues are quite heavy, but
and you may not be aware of thisnot
everyone sends flowers to the winners.
Juries are juries, and agreeing on the
best is hard. But agreeing on good is
easy, so pretty much all the great work
gets on the shortlists. And this is the
place where you get to see it.

Cannes bashing is sort of the new
black. Too commercial, too many
awards, too many billboards, and
flyers and posters and promotions and
people handing out stuff with logos
on it from data-mining startups. Its
easy to get jaded and cynical, but it
was inevitable. The first Super Bowl
was just a football game with lots of
empty seats in the stands. The first
Academy Awards was at a dinner in a
hoteltickets were five dollars each,
the main course was broiled chicken
on toast, and the awards ceremony
itself lasted 15 minutes. Cannes is just
following the principle that anything
people like tends to get real big and
a little crazy. But its all worth it
because this is where the work is.
This is where kids who skimped
on food to pay the entry fees get
discovered. This is where talented little
agencies get famous and not so little
anymore. This is even where clients
get inspired and start wondering why
theyre not getting more freshness and
originality and heart.
Sometimes theres good stuff in
the big theaters herea lot of celebs,
a lot of smart people and a lot of ideas
about where were going and how to
prepare for it and things like that. But
the real show is downstairs, in the
reels of the finalists playing on the
screens and the rows of work hanging
from the walls. Thats where the real
future of this business is, and thats
what you can find at Cannes.
You just have to know where to look.
H E A D S H O T: A L E X F I N E
VOICE
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PLAY HARD
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ROOFTOP BAR
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Bou
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D ATA P O I N T S
Festival Folks
WHAT ATTENDEES OF SUMMER FESTIVALS ARE BUYING, POSTING AND SHARING. BY CARRIE CUMMINGS
Summertime is here and more people are getting outdoors, especially for large music festivals. But just because everyone is outside enjoying the weather
and music doesnt mean theyll be equally receptive to marketing and brand messaging. Concertgoers at three of the largest and most well-known U.S. music
festivalsCoachella, Bonnaroo and Lollapaloozahave distinctly different tastes and spending habits. Nielsen took a deeper dive into the demos at each festival
to provide better marketing insights. Two festivals may look very similar demographically, but if Im a brand manager trying to pick a festival I can sponsor to
promote my bourbon brand, it would be important for me to know if the Bonnarroo fan or the Coachella fan is a more active bourbon drinker, said Nielsen branded
film and music director Matt Yazge. And knowing what behaviors these fans engage in when theyre at the festival would help me understand if its more important
to include a Snapchat Geofilter as part of my activation, or promote a brand hashtag on Instagram.
Percent of the General

Population Who
Have Heard
of the Festival:
36
21
52
Household Reach
9.5 MM
COACHELLA
BONNAROO
LOLLAPALOOZA
5 MM
9.9 MM
15%
more likely
to buy
cosmetics,
and those
who do
spend 35%
more than
the average
cosmetics
buyer.
Theyre also
32% more
likely to buy
lipstick, and
those who do
spend 55%
more than
the average
lipstick buyer.
+55%
59% more
likely to buy
liquid coffee,
and those
who do spend
49% more
than the
average liquid
coffee buyer.
+20%
Lollapalooza
fans who
buy light
beer spend
28% more
than the
average light
beer buyer.
Those fans
who buy
regular cola
spend 20%
more than
the average
regular cola
buyer.
They love
caffeine!
As Compared
to the Average
Music Listener,
Festival Fans Are:
27%
35%
43%
more likely
to post videos
to social
networks
while at a
concert.
more likely
to text friends
about a
concert they
have attended.
more likely
to make
purchases
at a concert.
Sources: Nielsen Audience Insights Report: Festival Fans; Nielsen FanLinks
16
+70%
Those who
buy bourbon
spend 70%
more than
the average
bourbon
buyer.
Includes festival fans who

have attended, plan to
attend, haven't attended but
want to or follow the festival
online or on social media.
64%
more likely to
call friends to
let them hear
a concert
they have
attended.
Spend is based on those who

either attended or followed
online or on social media. HH
reach is the number of
households where someone
in that household has
attended, plans to attend,
wants to attend, or follows
on social media/online.
INFOGRAPHIC: CARLOS MONTEIRO
ADWEEK
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Second in quarterly series spotlighting
major ad sector focusing on
the most newsworthy trends and
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Hailing the standout inventions in media,

marketing & advertising.
All the need to know data on the

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spotlighting major ad sector.
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MOVER
Q+A
Julie Fleischer
THE CHICAGO-BASED MEDIA EXEC BRINGS A
HEALTHY DOSE OF PRAGMATISM TO HER NEW
AGENCY-SIDE ROLE. BY PATRICK COFFEE
What is the key challenge

facing the retail world in
terms of media strategy?
Retailers whose livelihoods
have relied on people coming
into their stores and browsing
are really being challenged in a
number of different categories.
Its mind-boggling. Theres
so much more ecommerce
and auto-replenishment
subscriptions. Delivery services
like Amazon Prime encourage
people to make a decision once,
and then they never have to
make that decision again.
What role can media agencies
play in helping them stay
relevant? We can help
remind consumers why they
go to a local retailer. We can
help [clients] become more
omni-channel and play into
consumers behaviors rather
than reinforce legacy business
models.
On the agency side, where
should the data-related
efforts be focused? In the
18
CPG field, weve gotten away

from really understanding the
consumer in terms of both
insights and how the work we
do via advertising, marketing
and communications drives that
consumers purpose, because
its all so disintermediated.
Agencies have gotten very
reliant on third-party data. Our
vision for the future is a 1-to-1
understanding of everyone
who lives in the U.S., but we
are not anywhere close to that
yet. People are open to things
that make their lives better.
Consumer trust is a big piece
of it. Disney MagicBands are a
great example; they develop
photos and sync data about
your trip. Why are people willing
to give this data to Disney?
Because they get so much back
from it. As we get to that level of
value moving in both directions
and establish secure guardrails
for how we will use (and not
misuse) this data, then we can
use it to give consumers the
most meaningful information.
Some companies will get there
sooner, and future success will
not be evenly distributed.
How will the future model
look to consumers? I dont
think brick and mortar will
ever go away, because theres
something important about the
act of discovery that is different
online. Im a voracious reader;
I like to look at different titles,
and I often discover books I
didnt go into the store to buy. My
online buying, on the other hand,
is usually very purpose-based.
There are many categorieslike
dcor, for instancewhere
discovery can take place on
social media, but actually going
to a store and thinking about
how various items relate to your
home is an important aspect of
both how we shop and how we
connect [to other people] in the
real world.
P H O T O : C Y N T H I A LY N N
You famously said that 90

percent of data is crap. Do
you still believe that? Most
third-party data is packaged,
repackaged and scaledand
by the time you get something
to use its next to worthless in
terms of accuracy. But firstparty data is different because
we collect it ourselves; its
validated and its real. Thirdparty data is still necessary
for scale, but you have to look
at it with a grain of salt. As an
industry, we have gotten ahead
of ourselves in talking about
the miraculous things data can
do. The future is bright, but we
are not there yet. There are a
bajillion different parties selling
third-party data. You feel super
confident but, when you dig into
it, maybe 40 percent is accurate
and 60 percent is off-base.
Specs
Current gig
Managing director,
OMD Chicago
Previous gig
Senior director of
data, content and
media at Kraft
Twitter @jfly
Age 49
P H O T O : J E S S E G R A N T / G E T T Y I M A G E S ; M I K E W I N D L E / G E T T Y I M A G E S ; I M E H B R Y A N T; T O D D W I L L I A M S O N / G E T T Y I M A G E S ; P A U L Z I M M E R M A N / G E T T Y I M A G E S
FAC E T I M E
1
3
SUMMER PREMIERE SEASON BY CARRIE CUMMINGS

1 (L. to r.) Actors B.J. Britt and Shiri Appleby, Lifetime programming head Liz Gateley and actress Constance Zimmer celebrate the Season 2 premiere
of the networks hit Unreal in Los Angeles. 2 Actresses Nina Dobrev (l.) and Emmanuelle Chriqui attend Elles Women in Comedy event in L.A. 3 (L. to r.)
Variety editor at large Michael Schneider, Sony Pictures Television chairman Steve Mosko and Paley Center for Media president and CEO Maureen Reidy
arrive at a Paley Media Council event in Beverly Hills, Calif. 4 (L. to r.) Hulu ad sales svp Peter Naylor, Casual star Michaela Watkins and Hulu marketing
chief Jenny Wall attend the series Season 2 premiere in L.A. 5 (L. to r.) Hearst Magazines editorial director Ellen Levine, actress Vanessa Williams and Good
Housekeeping editor in chief Jane Francisco celebrate the magazines 50 Over 50 event at Hearst Tower in New York. To be considered for this page, please
email photos to Facetime@adweek.com.
19
SNAPCHAT
WILL PITCH ITS HOTLY
ANTICIPATED API THIS
WEEK AT CANNES, AND
ADVANCE ITS GOAL OF
BECOMING A BILLIONDOLLAR BUSINESS.
BY
CHRISTOPHER
HEINE
IMRAN KHAN
MADE A NAME
FOR HIMSELF AS
AN INTERNET-FOCUSED INVESTMENT
banker at Credit Suisse, where, in September 2014, he orchestrated Chinese ecommerce giant Alibabas high-prole IPO.
Three months later, his star rose even
higher when he was named Snapchats
rst chief strategy oicer, charged, many
observers gured, with prepping the tech
darling for its own eventual IPO. But in
fact, Khans marching orders from CEO
Evan Spiegel at the outset were more uid
than one might imagine.
I was, like, the 171st employee. And in
a small company, you dont have a dened
roleyou just jump in and start doing
things, recalls the executive.
You just jump in and start doing things.
Those eight words could serve as a pithy
user manual for newcomers to Snapchat
and its array of unusual features that have
confounded more than a few folks who were
born before 1985. Its part of the job of Khan,
39, to get what Gen Y loves so much about
the app, transforming their days into mobile
reality TV episodes with stories (what Snapchat calls posts) they share with friends,akaleidoscope of colorful lters, face-swapping
efects and other, often wacky functions.
Khan and his army (the company is now
900 employees strong) have basically ipped
the script on the advertising community,
where, not so long ago, it was widely assumed
that Snapchats leadership was too immature to fully take advantage of its teen-idol
status among millennials. And yet, Snapchat
has rapidly built its ad business since emerging as the talk of last years Cannes Lions International Festival of Creativity. And next
22
week, when the industry again converges on

the Riviera, the company may well nd itself
the belle of the ball once more. Today, the
company announces the launch of Snapchat
Partners, its long-anticipated advertising
API (application programming interface),
which will hook up more than 20 tech-minded companies. The API promises to expand
advertising dramatically on the platform in
the long run. Diferent marketers have different objectives, and we just want to make
it easier for them to buy ads on the platform,
Khan explains. We want [brands] to have
a place where they can tell their stories, you
know, in a better way.
We want
[brands] to have
a place where
they can tell their
stories in a
better way.
IMRAN KHAN,
chief strategy officer, Snapchat
The API means that Snapchat ads will,

for the rst time, be sold by third parties,
and will be divided by two kinds of collaborators: Ads Partners and Creative Partners. The rst group will develop software
for Snapchat advertisers, enabling buying,
optimizing and analyzing of campaigns.
Ads Partners includes 4C, Amobee,
VaynerMedia, Brand Networks, SocialCode, TubeMogul, Adaptly and Unied.
The Creative Partners, meanwhile, represent a mix of players with expertise in social content and experience with Snapchats
vertical-video format, 3V, which the company plans to rebrand in the coming weeks
as Snap Ads. That group includes Big Spaceship, The 88, Alldayeveryday, Matte Finish,
VaynerMedia, Virtue, R29, BrandLab, Moment Studio, Stun Creative, The Mill, Studio
Number One, MediaMonks, Unit9, Contented and Trule Pig, which is the agency
Snapchat launched at Cannes last year in
partnership with WPP and The Daily Mail.
(Its worth noting that VaynerMedia is the
only player that will be both an Ads Partner
and Creative Partner at launch.)
API inventory will be sold via an automated, auction-based system. Snapchat
would not disclose much nancial detail
about the relationships on its API, but Ads
Partners members, via their software, will
sell video inventory to be automatically
invoiced to Snapchat, after which the vendors will collect their fees.
The ads wont be spotted in the wild
for a few weeks yet, as Snapchat Partners
just got the green light to coordinate with
brand marketers. Snapchat will work
CA N N E S 2 016
closely with its partners to ensure marketers have their ducks in a rowthe quality
of the ads will be a priority, for example. In
fact, Snapchat will inspect every ad, much
as Instagram did for years.
What does all this mean for ad pricing? Snapchats premium video ad inventorywhen sold directly by the company,
as it has been for the last year or sohas
so far been priced on a cost-per-thousand-impression rate that is sometimes
competitive with TV, meaning in the
$40-60 range, per industry sources. Marketers can expect both API videos and
the newly launched Snap Ads Between
Stories to be less expensive, though special events like July 4th or Black Friday
will likely jack up prices due to the supply-and-demand forces in an auctionbased system. Snapchat predicts that the
wider availability of its video ads will be a
hit among brands, claiming they get five
times greater consumer engagementor
swipe ups, in the companys vernacularwhen compared to clickthrough
rates on most mobile ads.
Snapchat could, in theory, attract the
ad spend marketers might otherwise
throw at mobile banners or lose to ad
fraudneither of which exists on the platform, a proverbial walled garden of the
social sector. If Khans sales team does
its job, Snapchatreportedly with 150
million daily users, presented with fullscreen ads on their smartphonescould
stand to steal away a chunk of millennial-focused brands TV budgets. The stats
are irresistible to advertisers chasing the
coveted demo, with Snapchat on any given
day reaching 41 percent of consumers 1834 in the U.S., according to Khan.
What of those faithful Snapchatters
who fear the user experience will turn into an advertising hailstorm? They can go
ahead and fold up their umbrellas, assures
Peter Sellis, the companys head of monetization. We have to be thoughtful about the
inventory, ad load and the ad experience.
But we also know that we cannot build custom ad-tech solutions for every big type of
advertiser, for every vertical. And so these
[partners] really excel in those kinds of
ways, he says.
This spring, Snapchat implemented
auto-advance stories, letting users swipe
right to quickly catch up with their friends
stories. Going forward, Snapchatters will
begin seeing video adsthe aforementioned Snap Ads Between Storiesin between their buddies messages. Ten test
partners are in tow, including Universal
Pictures, Paramount Pictures, Verizon,
Procter & Gamble, Warner Bros. and Express. We are spending a tremendous
ADS PARTNERS
Will develop software for
Snapchat advertisers,
enabling buying, optimizing
and analyzing campaigns.
4C AMOBEE VAYNERMEDIA
BRAND NETWORKS
SOCIALCODE TUBEMOGUL
ADAPTLY UNIFIED
CREATIVE
PARTNERS
Represents a mix of players with expertise
in social content and experience with the
apps vertical-video format, known as 3V.
BIG SPACESHIP THE 88

ALLDAYEVERYDAY
MATTE FINISH
VAYNERMEDIA VIRTUE
R29 BRANDLAB
MOMENT STUDIO
STUN CREATIVE THE MILL
STUDIO NUMBER ONE
MEDIAMONKS UNIT9
CONTENTED TRUFFLE PIG
MEASUREMENT
PARTNERS
Weigh campaign effectiveness
for the soon-to-be-growing number
of Snapchat advertisers.
NIELSEN MILLWARD BROWN

MOAT INNOVID SIZMEK
GOOGLE DOUBLECLICK TUNE
KOCHAVA ADJUST APPSFLYER
amount of time and investment with Snapchat, says Jim Hilt, CMO at Express.
With the rollout of Snap Ads Between
Stories, Snapchat is promising once again to
avoid pelting users with marketing messages. By doing this the right way, focused on
creativity and doing it early, it allows us to
be extraordinarily conservative, says Sellis. Something that I think often gets lost is
that ad efectiveness can be inversely correlated with the number of ads that the viewer
sees. If you see 50 ads in a day, the probability of you remembering them is low.
Snapchat may be as hot as summertime right now, but not all advertisers are
feeling the warmth. Nearly one-third of
brands with a Snapchat account, according to a study from L2, dont bother posting even once a month on the mobile app.
Expect that number to plummet before
the holiday season, as more marketers
wake up to what others are saying about
the platform.
Lance Neuhauser, CEO of 4C, an API
partner with Facebook, Instagram, Twitter, Pinterest, LinkedIn and now Snapchat,
says hes never seen advertiser interest in
an emerging social media platform grow
as fast as it has for this appnot even Facebook. Weve been told that new buckets
are actually being opened up for Snapchat
specically, he explains. Weve been told
that there are new budgets raring to go.
Cathy Boyle, mobile analyst at eMarketer, predicts that over the next year
more marketers will experiment with
Snapchatand, she adds, the brands that
have already been in the experimental
phase will then likely begin shifting more
dollars toward the platform.
The L2 study, which examined hundreds of marketers across sectors, also
reveals that brands average 26 posts per
week on Snapchat, signicantly outpacing Instagram, where only the fashion category averages double-digit posts. Whats
more, Thalamus, an advertising company
research portal, reports that Snapchat is
searched by media planners more than
any other term on its site.
Digital marketers who are not getting
religion with the app seem to be on the
brink of an embarrassing confessional. According to the gospel of LOral, marketers
must be ahead of the curve about engaging
with consumers where they spend their
digital hours. And right now, thats Snapchat, says Marie Gulin-Merle, U.S. marketing chief for the cosmetics giant.
Last week, Snapchat brass appeared to
lean in while addressing campaign measurementone of brands biggest concerns
about the platformby forging a deal with
Moat to provide an ad performance score.
23
24
EK
DW E !
OW A
AT
F O L L S N A P CH
ON
CANNESW
PREVIE
SOCIAL
EXEC
IMRAN KHAN
was a big-wig investment
banker for J.P. Morgan and
Credit Suisse, analyzing
web-based marketers
before moving from the
sidelines to the playing
field as Snapchat CSO.
Snapchat is also now working with

Googles DoubleClick to pump out ad data,
bringing the mobile apps measurement
partners to 10. Internally, Xues team has
built a service called Snapchat to Store that
yields stats on whether its ads lead to visits
to brick-and-mortar stores. In a clear grab
at retail budgets, the service looks at the
impact of the platforms video ads, sponsored Lenses and sponsored Geolters.
On that topic, both Snapchat and its API
partners are mum about what the new ads
platform means for the apps branded Geolters and Lenses. For now, their focus is
on video ads, but it is easy to imagine sponsored Lenses and Geolters being added to
the Snapchat Partners mixthere is simply too much money to be made. Up to now,
sponsored Lenses have cost hundreds of
thousands of dollars for a 24-hour window,
and brands dig them.
For example, heading into Cinco de
Mayo, Taco Bell launched a sponsored
Lense that turned consumers heads into
giant taco shells, resulting in 224 million
views in one daya Snapchat record, beating Gatorades Super Bowl campaign, which
garnered more than 165 million views. The
average user engaged with Taco Bells ad for
24 seconds before sharing it with friends.
The results surprised even the brand. I
will say, with a bit of a wink and a smile, that
when I started to see some of the creative
ideas for this, this is where I suddenly felt a
little old because I thought, I dont know if
this is on brand, says Marisa Thalberg, Taco Bells chief marketing oicer. Thalbergs
team has tracked the brands Snapchat engagement, nding an average of 100,000
views per video with a completion rate of
better than 80 percent. Thalberg notes that
when it comes to such campaigns, shes
learned to give her social media team a lot
of leeway. We dont corporatize this, she
says. We dont hyper-manage it.
Taco Bells Cinco de Mayo campaign
was created in-house, in cooperation with
the Snapchat teamand that marketerworking-directly-with-platform storyline
has become more common. Kansas City
agency VML, which handled Gatorades
Super Bowl efort, says it has oated ideas
to Snapchat before pitching them to clients, underscoring how tech is impacting creative. In terms of execution, VMLs
dunk lter for Gatorade, which went viral
on Super Bowl Sunday, resulted from the
agency putting together a 3-D rendering of
the beverage brands iconic orange water
cooler, handing it to Snapchat, then letting
the company essentially take it from there.
One can see why Snapchat will rely on its
API partners to start handling the technical aspects of campaigns moving forward.
KHAN: RAQUEL BEAUCHAMP
The score appears to take aim at the digital ad industrys de facto measurement authority, the Media Ratings Council, which
states, controversially, that a chargeable
impression needs to include only 50 percent of a mobile or desktop screen while an
ad runs for just two seconds.
The new Snapchat-Moat metric comes
from a diferent set of criteria, generating a
quality score from 0 to 100, by calculating
screen real estate (3V ads are full-screen)
and time exposed to video and audio. For
now, the score is meant to guide advertisers as they weigh a campaigns efectiveness, but Clement Xue, head of revenue
operations at Snapchat, says it may become Snapchat currency, i.e., the system
that determines how advertisers pay for
Snapchat impressions.
Xue and his team are taking a particularly
strong stance on audio, stressing its importance in ad efectiveness. That would seem
to y in the face of players like Facebook.
Advertisers with the worlds largest social
network have, for the last year or so, been
advised to create spots with the idea that
they wont be heard in the Facebook news
feed, where the default audio setting for video ads is of. Snapchats default is set to on,
and the company says more than two-thirds
of its videos are viewed with sound. We ultimately believe that [audio] drives results,
and we have seen that through our studies,
Xue explains.
Snapchat recently worked with Austin,
Texas-based MediaScience to survey 320
consumers aged 16-56, which compared,
during 552 sessions, Snapchat video ads to
those on TV, Facebook, Instagram and YouTube. The study encompassed biometric
testing to capture emotional responses, as
well as eye-tracking and exit surveys. Snapchat says its ads garnered twice the visual
attention of Facebook, 1.5 times more than
Instagram and 1.3 times better than YouTube. When compared to those platforms
and TV, Snapchat claims that its ads generated greater emotional response and twice
as much purchase intent.
Shock Top, an Anheuser-Busch brand,
participated in a diferent study, repurposing its Super Bowl spot by cutting it from
30 seconds to 10 seconds and reformatting
it for vertical video. On Snapchat, it saw
brand awareness among largely millennial
consumers improve 15 points and purchase intent rise 22 percent. Meanwhile,
90-second ads grew purchase intent, at
times, by 40 percentnotable considering the subjects were supposedly impatient Gen Y consumers. It drove people to
purchase, says Shock Top vp Jake Kirsch.
[These are] folks who are just coming of
age when it comes to premium beers.
CA N N E S 2 016
Snapchat does face a challenge maintaining its upward trajectory in the minds
of marketers. It requires custom content
more than perhaps any digital channel
to date, rendering ads potentially too expensive for some marketers. And while it
ofers targeting based on location, gender,
wireless carrier, device type and content
ainity, media buyers accustomed to Facebooks interest-level, hyper-targeting options may want more. I havent heard any
promises from them in terms of advanced
targeting, says Sae Cho, manager of social
inuence at Horizon Media.
Big-time marketers demand big-time
scale, of course, and while Snapchat has reportedly achieved 150 million global daily
users and is now bigger than Twitter, it has
nowhere near Facebooks 1 billion-plus user
base. But the app is poised to become even
larger in the coming months. Adweek commissioned research rm Survata to conduct a study of 2,000 U.S. consumers aged
16-54, which found that of those who had
not downloaded Snapchat, 11 percent of the
overall sample and 15 percent of millennials said they planned to try it, while nearly
28 percent said they were not aware of the
app. Just last week, eMarketer projected
that Snapchat will grow 27 percent this
year to nearly 59 million users in the U.S.
That growth is essential if it is to hit its
goals. According to recently leaked documents from inside the company, Snapchat,
a $59 million business as of last year, aims
to haul in $250 million to $350 million this
year and $500 million to $1 billion by the
end of 2017. To accomplish that, the company will have to convince a greater slice
of the population that they need another
social network on their mobile devices;
it must persuade consumers that an app
that opens as a cameraoften confusing to
rst-time usersis a vital addition to their
digital lives. And it is no small feat to go
from more than 150 million daily users to,
say, 300 million. Just ask Twitter.
Khan shrugs of any question about
whether Snapchat will struggle to rope in
users who remember the 60s, 70s or 80s,
noting that half its users are 25 or older. It
doesnt matter if you are 60 years old or if
you are 20, he contends. Everybody likes
to see their friends Stories.
One of the truer measures of a social
platforms impact is not how it makes money for shareholders but rather how players
within its ecosystem thrive. BuzzFeed and
Daily Mail are particularly bullish on their
experiences as Snapchat Discover publishers. BuzzFeed says the weekly watch
time of its videos has grown 33 percent on
Discover this year, and the company has
consistently convinced advertisers like
SNAP-STATS
Snapchat Geofilters are viewed
800 MILLION times per day.
Video views in the last
year grew 350 PERCENT
to 10 billion per day.
More than 66 PERCENT
of Snapchats 150 million
users post every day.
An ad for Shock Top beer
garnered 12.5 MILLION views.
Daily users spend
25 TO 30 MINUTES on the app.
Gatorades Super Bowl run
produced an 8-POINT JUMP
in purchase intent.
The app is used by more
than 60 PERCENT of U.S.
smartphone owners 13-34.
Taco Bell gets 100,000 VIEWS
per video, with an 80 percent
completion rate.
Macys, Hulu and Lays to come aboard.

At the Digital Content NewFronts in
New York last month, Daily Mail editor in
chief and publisher Martin Clarke relayed
a story about how his sonnormally apolitical, he saysrecently asked about GOP
presumptive presidential nominee Donald Trump because of something he saw
on the mobile app. Snapchat Discover is
exposing our news and our content to a
brand-new audience, Clarke proclaimed.
And just as Facebook ultimately gave
birth to vendors like Buddy Media, Wildre and Involver a few years ago and as
Instagram, more recently, essentially

spawned notable interactive agency
Laundry Service, Snapchat is inspiring
marketing entrepreneurs. Delmondo and
Nativ are two inuencer-focused startups
to base their business on Snapchat.
Our revenue will probably hit $1.5
million this year, says Nick Cicero, CEO
of Delmondo, which he founded in December 2014 and which counts UFC and AT&T
as clients. He reckons that annual revenue
of $5 million isnt far of. Those are morethan-decent expectations for a startup.
Snapchat also has very large ad players
trying out new strategies. For example,
Nissan has been testing the platforms new
app-install ads, nabbing 38,000 downloads
in one month for its auxiliary Diehard Fan
mobile app. Nissan vp of marketing communications Jeremy Tucker says Snapchat
was a natural t because the ads invited
users to add virtual elements to their own
photos and share with friends.
From the API and new ad products to
additional measurement tools, Snapchats
growing enterprise would appear to be
catching up to its runaway buzz. Yet, much
groundwork has been laid, including the
hiring of sales teams in New York, Chicago,
Dallas, Los Angeles, Detroit, Toronto, London and Sydney. Khan has become a red-eye
Jedi; he and his team are jetting around the
globe on agency visits. Theyve also invited
partners and prospects to Snapchats home
base in Venice, Calif., to powwow about the
possibilities around Geolters and other
branded placements.
Just 18 months ago, Snapchat had virtually no ad business to speak of. How did the
company do so much so quickly? Hiring
730 people had something to do with it, of
course. But Khan also credits Snapchats
digital predecessors such as Facebook,
Google, AOL and Yahoo. They all really
paved the way to educating the market, the
value of the digital, he explains.
Still, those such as Kenny Mitchell, senior director of consumer engagement at
Gatorade, point to Khan as the catalyst,
comparing his achievements at Snapchat
to what Facebook COO Sheryl Sandberg did
right out of the gate after leaving Google.
We feel good about where they are heading, says Mitchell.
But will Khan steer Snapchat to Wall
Street like Sandberg did with Facebook in
2012? Like Khan himself did with Alibaba?
The likely answer is yes, and it could happen
in a matter of months as opposed to years.
Khan brushes aside such speculation, characterizing an IPO as a nancing event.
I think advertising is a very large opportunity, he says, and were just getting started.
25
CA N N E S 2 016
MARKETER OF THE YEAR
SAMSUNGS
COSMIC
CHANGES
HOW YOUNGHEE LEE POWERED UP THE SMARTPHONE BRANDS BUSINESS
AND BEAT APPLEBY TRANSLATING TECH INNOVATION INTO MESSAGES
MILLENNIALS COULD UNDERSTAND. BY NOREEN OLEARY
26
SAMSUNG ELECTRONICS
ven Samsungs top marketing executives like Younghee Lee admit it wasnt long ago that
consumers thought of the company as boring and monotonous, a geeked-out marketer
working with a little-known ad agency affiliate in an electronics world transformed by
sexy brands like Apple. Fast-forward to June 25, almost two decades after she joined the
Korean electronics giant, and it will be Leea stylish, former LOral and Lancme exec who now runs
Samsungs mobile businessnot its engineers to accept Samsungs honors as the Cannes Lions Creative
Marketer of the Year. With good reason, too. Last year, Samsung took home 27 Lions, contributing to
an overall historical total of 74 awards (more than any marketer in the last five years) at a marketing
organization being transformed by top nontech practitioners and creative powerhouses including Bartle
Bogle Hegarty and Wieden + Kennedy. Those shops were recently added to roster agencies like Leo
Burnett, 72andSunny and Cheil Worldwide. Lee, evp, global marketing, mobile communications business,
recently spoke with Adweek about the changes underway at a company that has not only toppled Apple
as the dominant mobile handset brand, but is also now challenging consumers to use their phones with
new connected devices like refrigerators and software services. Heres an edited transcript:
CA N N E S 2 016
ADWEEK: How has the Samsung brand
evolved from a tech-driven engineering company
to a consumer-centric lifestyle brand?
YOUNGHEE LEE: When I joined Samsung
Electronics back in 2000, it was a true tech
and innovation company in its DNA. As I entered without an engineering background, it
was very diicult to understand all those technological gadgets. So what Ive done is to gure out how I can understand and convey the
story to consumers in meaningful ways. Our
mission should be for the everyday users, not
technology for the sake of technology. All the
great technology we have had to be translated
to consumer language. Weve done a lot of research to understand what consumers want
and need. That is at the core of our marketing.
How have cultural changes at the company
impacted its marketing?
Theyve had a huge impact in the way our
employees engage with and change our marketing beyond our traditional boundaries.
This year when we launched our new agship
device, the Galaxy S7, at the event we called
Unpacked, we invited [Facebook CEO] Mark
Zuckerberg to help make our new smartphone
story come alive. That was a true breakthrough
idea from our employees and very diferent
from what weve done in the past. We installed
5,000 Gear VR headsets at the eventand at
the moment of the product unveil, everyone
put on the headset and experienced the product introduction virtually while Mark walked
onstage to share his vision of VR with Samsung. This was the rst time a mass experience
of 5,000 Gear VR headsets had been done and
a great example of how we can create excitement with our advanced technology.
Weve done a
lot of research to
understand what
consumers want
and need. That
is at the core of
our marketing.
What is the consumer perception of Samsung
as a brand?
Based on our research, the top words associated with Samsung are innovation, technology and dynamic. In the brand attitude
survey, key attributes are innovative and
fast-paced. We are introducing technology
in a quick rhythm. Samsung is a huge technology company thats dynamic and appealing
to multicultural and multiregional countries,
28
with key consumer perceptions reecting that.

How do you want your brand to be positioned
to consumers?
We are a true innovation company with a
bold attitude. Through our technology, we
want people to achieve impossible things, and
we strive to give people freedom. Were open,
not closed; were democratic The phone is
a gateway to new experiencestogether with
a watch, together with a tablet, together with
a TV, you can have a better experience. We
want to be a technology pioneer.
How are you migrating from a Korean company to a truly global multinational? How does that
change your marketing approach?
We have a spirit of the joyful pioneer, of
not accepting limits and daring to defy barriers. And we are very open, inclusive and truly
multinational. There was a time when we
were very well-known as a Korea-based, boring and monotonous engineering company,
but not anymore. I dont know if the company
changed rst with the marketing approach
following, or the other way around.
From a marketing communications perspective, how did Samsung overtake Apple as the industrys lead smartphone manufacturer?
We always relentlessly pursue what we think
is right in technology. Our communications
program is no diferent. If we think it is right,
we pursue it relentlessly. In North America,
we were aggressive with our marketing toward
competitorswe went at them head on. If you
think about the Fanboy and Wall Hugger
(Galaxy S) campaigns and the approach we took
there, we tried to be exible, relevant and bold.
The virtues of our brand are engineering, openness, freedom in mindset, purposeful innovation, multiculturalism, vibrancy, being inviting
and inclusiveness. My goal is to help our consumers understand our values and support how
the brand can be attached to them.
What are Samsungs phone marketing priorities going forward?
My biggest challenge is to obtain more
share of mind from millennials. Its crucial
for us to keep our Samsung Galaxy brand as
a young and fresh mindset. Another focus is
to tell the story of how the smartphone is a
gateway to a bigger world and galaxy of experiences. You will see a lot of eforts on these
priorities going forward.
Why did Samsung conduct a global creative
review in 2014, and what did you learn from it?
Did it reflect organizational changes within Samsungs marketing department?
Samsung has multiple divisions: mobile,
digital appliance, visual display. Periodically
our leadership team reviews our agencies in
terms of expertise and experience. We have
some long-term relationships with our agency
partners, but we review to see what we can do
better together. As a partner, we try to learn
a lot from our multiple agencies and their different expertise. We learned a lot from that
SAMSUNG
KEEPS IT
REAL
Having won an impressive 74 Lions in
the course of the last several years, the
tech marketer tries to convey, on several
fronts, that its tech is a gateway to new
experiences, as Younghee Lee puts it.
Heres a sampling of Samsungs best work:
A FIGHTING
CHANCE
A documentary
by Morgan
Neville (who
won an Oscar for
Twenty Feet From
Stardom) focuses
on Samsungs
philosophy
of defying
complacency.
UNPACKED
Samsung surprised audiences at its annual
new-product showcase with an appearance by
Mark Zuckerberg and 5,000 Gear VR headsets.
UNPACKING SAMSUNG
Set to the driving tune Figure It Out by Royal
Blood, this showcase of Samsung innovations
over the years celebrates the joy of unboxing.
HAPPY NEW GEAR

This holiday-themed out-of-home media
campaign aimed to send the biggest holiday
card using a Samsung Gear 2.
LOOK AT ME
Samsung developed an interactive camera app
designed to help autistic kids improve their
social skills and make better eye contact.
SAFETY TRUCK
Winner also of Adweeks Isaac Awards Gravity
prize, this effort helped Argentinian drivers
pass trucks more safely on two-lane roads.
(2014 review) process. Its part of our eforts

to increase eiciency and be consistent in our
communication as a company. It doesnt necessarily mean that we are changing our marketing approach or strategy at all.
What are the high points in Samsungs marketing communications over the past year?
A Fighting Chance is a documentary directed by Morgan Neville, an Academy Awardwinning documentary director, featuring
Samsungs philosophy of defying complacency. This is a lm about having big dreams and
the challenges you face in converting those
dreams into reality. Personally, I nd it inspiring because its all about possessing the
determination to never give up, regardless of
what the odds and naysayers say, because that
is the only way we progress as humans.
For me, Samsung Galaxy S7s Unpacked
was the monumental event of the year. Unpacked has been Samsungs unique product
launching platform since 2008 where we
bring together around 5,000 global media,
clients and partners to provide an exciting
new-product experience. This years event
at Mobile World Congress was an especially
exciting one with our Gear VRs providing a
virtual reality product introduction as Mark
Zuckerberg walked onto the stage for his surprise speech with D.J. Koh, Samsung mobile
chief. It was probably the biggest wow moment in the entire tech industry this year.
Unpacking Samsung is a lm we launched
prior to Galaxy S7s Unpacked to pay homage
to the user-generated phenomena of unboxing videos while taking viewers on a journey through Samsungs history of impacting
technology and culture. This lm unboxes
some of our most iconic innovations and historic moments. It includes the rst phone
ever launched, the worlds rst commercially
available watch phone, the worlds rst 3G
call made from Everest and ends with the S6
edge and Gear VR headset. The featured devices are showcased for their respective contributions to everyday life and culture.
Our Happy New Gear campaign was
themed around the holiday period and aimed
to send the biggest holiday card ever using
the Samsung Gear S2. You can see the bold,
playful, conversational and inviting visual
expressions in a series of massive digital outof-home displays.
The Look at Me campaign received a lot
of attention at Cannes last year, winning five
Lions and underscoring Samsungs consumercentric strategy.
Studies show that children with autism
like to interact with digital devices. So we developed the worlds rst interactive camera
app to help them improve social skills. Using
Samsung smart devices, we developed a fun
and easy-to-use app to help children with
autism interact with people. In collaboration
with doctors, professors and app developers,
seven missions were created to train the children to make better eye contact and improve
their communication skills.
What can we expect from Samsungs next
generation of wearable technology? Whats the
commitment to growing that product category?
Wearables are a key area that we are focusing on, not just for sales but also as a great
communications and experience tool. Samsung was the rst company to introduce the
watch phone in 1998 and smartwatch in 2010.
Wearables are a
key area that we
are focusing on,
not just for sales
but also as a great
communications
and experience tool.
Since then, we have continued to pioneer in the
wearables category and hold the largest number of wearable patents. Were committed to
constantly looking for ways to intersect technology, content and services to enable consumers to do more and get more out of them.
Youve been hiring execs from consumer marketing giants like Procter & Gamble and Unilever
in the U.S., Europe and Asia. How are you attracting the best marketing talent to Samsung?
One of the most attractive benets is that
Samsung is still growing and very young in spirit, although we are a very big organization and
a market leader. Very talented and experienced
marketing experts are enjoying new challenges
and trying something never done before at Samsung. I always encourage these challenging spirits [who are] bringing fresh thinking to my team.
On the premium end, Samsung has always
done battle with Apple. Now theres increasing
pressure from lower-end manufacturers like
Huawei, Xiaomi, OPPO and Vivo. How will you
compete with them going forward?
The mobile industry has been very dynamic for the past few decades. Being a leader now
does not mean that you can sustain that leadership forever. Samsung knows that very well,
and thats why we keep our mindset very humble and relentlessly pursue better technology,
superior marketing campaigns and more efcient global operations. I respect the brands
you mentioned, their commitment and eforts
to enter into the global market from several
local success stories. We will focus on providing better value to our consumers, the way we
have always been successful. We are always
ready and very condent to win.
29
Primate
Neanderthal
Creative Director
Clio Winner
E V O LV E C R E AT I V E LY
FINAL DEADLINE: JUNE 17TH
For more information, visit clioawards.com or call 212.683.4300
@clioawards
SPECIAL ADVERTISING SECTION
I L L U S T R AT I O N : S A M FA L C O N E R
AUDIENCE
TARGETING GUIDE
AT&T ADWORKS A4 | FACTUAL A6
ORACLE DATA CLOUD A8 | PINSIGHT A10
STEELHOUSE A12 | YUME A14
A1
AUDIENCE TARGETING GUIDE SPECIAL ADVERTISING SECTION
Pinpointing
Consumer
Interests
A
udience targeting is no longer simply

about reaching the right person with
the right message at the right time.
As consumers use more devices and operate
across more channels, marketers now need
to consider device, channel, context and
behavior. And they need to reach people
with the pinpoint accuracy that ensures they
receive messages that are most appropriate to
their immediate needs.
Todays data providers and ad tech firms
are coming up with more and more ways to
mine consumer information to create more
nuanced behavioral targeting models. Using
a mix of first- and third-party data, they are
better able to accurately identify and verify
consumer targets and devices, ensuring
advertisers have the scale and performance to
target their campaigns and evaluate success.
Still, advertisers remain challenged to
target consumers accurately across devices
and channels. A recent research report from
eConsultancy found that digital publishers
have to tackle a number of targeting
obstacles, including recognizing visitors
across devices, technology fragmentation
and lack of scale. For example, cross-device
accuracy is hampered by questions about
the methods used to identify devices and
accurately match them to users. Crosschannel methodologies need to have a clearer
picture of how online messaging impacts
oline purchasing behavior.
Mobile Targeting Takes Off
Despite concerns about the data used to
identify mobile audiences, mobile ad targeting
is on the rise. Signicant progress has been
made to match people to devices, one of
the primary reasons that digital ad dollars
A2
have been shifting to mobile. With a clearer

picture of who is using a mobile deviceand
the behaviors that usage signiesmobile
audiences have become a fast-growing target.
Today there is an abundance of data and
data mapping capabilities, so availability of
data on mobile users is signicantly less of
an issue than it was several years ago, says
Vikas Gupta, director of marketing at mobile
data provider Factual. The challenge now is
around transparency, trust and accessibility.
If Im a marketer, my key questions are: How
do I know what data Im buyingwhere it
comes from and how good is itand is it easily
accessible through my preferred platforms?
Mobile data is also being used to create
personas, predened groups of users sharing
key characteristics. Using rst-party data
gleaned from device ownership, device usage,
app usage and location, providers are better
able to identify consumer characteristics and
behaviors, and also identify when and how
those personas evolve.
The value in mobile is in targeting
personas, explains Kevin McGinnis,
president of Pinsight Media, which uses
exclusive mobile carrier data as part of its
targeting solution. Its hard to work with a
single persona because people are dynamic
and they change in seconds, not days or
weeks. What we see is that the group of people
who match a persona that an advertiser
targets in May, theres massive turnover in
that group by June. The freshness of carrier
data really makes a diference and the ability
to tweak an audience with behavior data
inputs gives our clients the advantage.
Data-Driven Targeting Enhances TV
TV has long been the dominant ad channel,
but it is hardly a secret that TVs share of

media spend has been falling; digital ad
spend is expected to overtake TV and claim
the top spot in the near future. The reason
is simple: Advertisers feel they have limited
visibility into who their ads are being shown
to on TV.
A recent study from AT&T AdWorks found
that the vast majority of media buyers and
brand advertisers were frustrated over their
ability to target their TV buys as nely as they
would like, with about two thirds indicating
that there is too much waste in TV.
The impact? There is a growing demand
for addressable TV, the technology that
allows advertisers to reach specic
households with relevant ads and improve the
I L L U S T R AT I O N : E L E N A B S
How Audience Targeting Providers Take on

Behavior and Context
eiciency of their media buys. The targeting

takes advantage of the rich data and insights
available via set-top boxes, connected TVs
and other connected devices. The targeting
and buys can then be extended to desktops,
phones and other devices, depending on
context and location.
The ad industry is moving more and
more toward addressable advertising, and
beyond that, to addressable cross-screen
capabilities, says Maria Mandel Dunsche,
VP/head of marketing at AT&T AdWorks.
The number of addressable campaigns that
we ran last year more than doubled from
the previous year. And we think 2016 will be
the watershed year for addressability with
almost every major advertiser using it.
The Challenge of Cross-Channel

Measurement
The last piece of the puzzle for many
marketers is understanding how online
targeting impacts oline sales. This is
particularly relevant to segments such
as CPG where the vast majority of sales
occur oline. While targeting can involve
a number of digital touchpointsdigital
display, mobile, social, emailit can be
diicult to gauge their impact once the
consumer enters a physical store.
Google recently released results from
a new solution powered by Oracle Data
Cloud that measures the oline sales lift of
online ads. By integrating tools and insights
from Oracle Data Cloud, it was able to
determine that 78 percent of TrueView video

campaigns running on YouTube showed
an increase in oline sales, with 61 percent
driving a statistically signicant lift.
One campaign Google measured,
Gatorades We Love Sweat, earned$13.50
worth of sales in return for every dollar
spent (in part because of strong creative
and branding). Gatorades campaign also
delivered a 16 percent lift in sales among
new buyers that had seen the video vs. new
buyers that had notaccording to Oracle
Data Cloud a typical lift in this metric hovers
around 2.5 percent. One reason for the
success: Topic targeting and remarketing
was more impactful than traditional
demographic targeting.
AT A G L A N C E
AT&T AdWorks enables
advertisers to reach and
engage a large audience
while measuring response
to their ads across screens.
It combines the scale of
addressable TV advertising
with the ability to reach
those same audiences
across premium mobile
and online video inventory.
AT&T AdWorks
810 Seventh Ave
New York, NY 10019
(888) 268-3648
Website
www.adworks.att.com
Twitter
@attadworks
Facebook
facebook.com/attadworks
Digital Accountability for TV

arketers who have grown accustomed
to digitals pinpoint targeting and datadriven models can no longer simply depend
on TVs broad reach to possibly deliver an ad
to the right consumerthey require greater
accountability to prove the value of their TV buys.
Addressable TV, which allows advertisers to reach
specific target households with relevant ads,
brings the precision of digital to TV.
Managing the nations largest and longestrunning addressable advertising platform, AT&T
AdWorks ofers a linear TV addressable advertising
solution in its live and playback modes in more
than 13 million households nationwide. Campaigns
are informed by anonymous and aggregated rstparty set-top box data and third-party data about
specic target audiences.
AT&T AdWorks is committed to addressable
TV buys that are seamless and afordable. The
company works with marketers to carefully
assemble precise zero-waste plans that deliver

against true target on TV at scale and measure
success across the entire marketing funnel. In
terms of price, while addressable TV CPMs might
be higher, the technologys targeting ability more
than ofsets those costs so that efective CPMs
generate a strong return on their ad spend.
AT&T AdWorks ofers advertisers the ability
to reach the same audience across TV and
mobile. It is working with mobile ad platform
Opera Mediaworks on a trial basis to deliver
cross-screen addressable TV and mobile
advertisingnot just look-alike modeling but the
ability to reach the same consumers across TV
and mobile. In the trial, advertisers were able
to create complementary messages on TV and
mobile to take advantage of mobile features such
as click-to-call, adding an event to a calendar or
receiving relevant coupons, and then measure the
campaigns across platforms.
FOCUS
Addressable Advertising
Data-Optimized Advertising
Cross-Screen
Video
ITV
Multi-screen Advertising
Measurement & Analytics
Breakthrough Cross-Screen Results
KEY PRODUCTS
Addressable TV: Enables
advertisers to reach
specific target households
with tailored ads. It is a
sophisticated, industryleading digital technology
that reaches audiences in a
privacy-compliant manner
at the household level.
TV Blueprint: This
audience targeting solution
uses advanced data, science
and technology to reach
specific audiences in the
optimal networks and
dayparts they are watching.
Its predictive-modeling
algorithm was developed
by AT&T Labs.
AT&T Mobility recently ran an addressable campaign

that targeted DIRECTV homes that were not AT&T mobile
subscribers. By utilizing the power of Addressable TV with
the cross-screen extension, the campaign was able to reach
DIRECTV homes that were customers of competing carriers
C O N TA C T
Jason Brown
VP, National Ad Sales
jabrown@att.com
(212) 205-0733
A4
and convert them to switch mobile services to AT&T. Those

exposed to the addressable TV ad saw an 18.9 percent lift
vs. the control group. There was an additional lift in sales to
26.8 percent when a consumer received an addressable ad
on both their TV and mobile screens vs. the control group.
Stop showing
the right product
to the wrong
consumer.
Maximize return on your ad spend by targeting unique DIRECTV households on the

nations largest addressable platformAT&T AdWorks.
Visit adworks.att.com
2016 AT&T Intellectual Property. All Rights Reserved. AT&T, Globe logo, and all other marks contained herein are trademarks
of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners.
AT A G L A N C E
Factual is a neutral data
company on a mission to
make data accessible to
anyone that needs it, in an
effort to fuel innovation.
Factual
1999 Avenue of the Stars
35th Floor
Los Angeles, CA 90067
(310) 286-9400
Website
www.factual.com
Twitter
@factual
Facebook
facebook.com/factual
LinkedIn
linkedin.com/company/
factual-inc
Number of employees
122
Number of locations
5
Data Thats About Location,

Location, Location
actual focuses on location data for the mobile
worlddata about places across the globe
and data that reveals a deeper understanding
of people based on their geographic behavior.
The company works with mobile app developers
to incorporate location data into their apps and
helps advertisers deliver relevant ads. Major app
partners include Apple Maps, Facebook Places and
Microsoft Bing.
Factuals core data asset is its Global Places
data, which provides information on where nonresidential placeslocal businesses or points of
interestare in 50 countries. It currently covers
more than 95 million places and is constantly
updating as businesses open, close and change.
Factual diferentiates itself from its
competitors in three ways. First is its data
qualityit builds its own proprietary places data,

a fundamental ingredient to mobile targeting.
Second is transparency. All of Factuals Global
Places data is publicly visible and searchable on
its website. Additionally, its mobile advertising
UIs promote transparency by showing customers
exactly what they will be targeting.
Finally, Factual is a neutral data company. It
doesnt provide end-user services that compete
with its customers, it doesnt buy or sell media
and it doesnt build its own apps. As a result,
its location data and targeting capabilities are
available through most major media platforms.
Additionally, because of its neutrality, its partners
often contribute data back to Factual, giving it the
ability to build data at a scale similar to the largest
tech platforms.
Founded
2008
FOCUS
Mobile
Data
KEY PRODUCTS
Geopulse Audience:
Custom audience targeting
based on Factuals unique
contextual understanding
of mobile users real-world
behavior.
Geopulse Proximity:
Allows targeting of mobile
users at or near places
(local business and points
of interest) in 50 countries.
C O N TA C T
Jaclyn Frattali
Marketing & Events
Manager
events@factual.com
(310) 286-9400 x160
Factual Raises $35M

Late last year, Factual raised $35 million in Series B
funding, bringing its total funding to $62 million. It will use
the funds to scale and enhance its core data engineering
capabilities, its sales and marketing efforts and to fuel
international expansion. Investors participating in this
A6
round include: Altpoint Ventures, Andreessen Horowitz,

Data Collective, Haystack Partners, Heritage Group, Index
Ventures, Miramar Ventures, Tamarisk Global and Upfront
Ventures, as well as individual investors Saif Mansour,
Michael Ovitz and Tom Unterman.
AT A G L A N C E
Through its suite of owned
brands AddThis, BlueKai
and Datalogix, Oracle
Data Cloud delivers the
most accurate global data
set to help organizations
connect to their target
audiences, personalize every
interaction and measure
the effectiveness of each
engagement.
Oracle DataCloud
500 Eldorado Blvd
Broomfield, CO 80021
(303) 464-4000
A Unified View of the Customer

ustomers use more devices than ever before,
across more channels, interacting with
brands online and oline. Yet the data from
these interactions is often siloed, preventing
brands from having a fully holistic view of
customer behavior.
Oracle Data Cloud solves this fragmentation
challenge by aggregating, analyzing and activating
consumer data into one unied solution. Powered
by Oracle ID Graph, Oracle Data Cloud solutions
create cross-channel consumer understanding so
that marketers and advertisers know more about
who their customers are, what they do, where they
go and what they buy. Marketers can achieve a level
of personalization and relevance like never before.
With Oracle ID Graph, marketers can be
condent that they are reaching the right
individual accurately across all their touchpoints.
It connects more than 90 percent of U.S. online
consumers through active cookies, mobile IDs,

emails, registrations and social IDs. Data can
be activated seamlessly across devices (desktop,
mobile, TV) and channels (oline and online).
Oracle Data Cloud audiences include Oracle
AddThis, Oracle Curated and Oracle Datalogix
along with more than 50 third-party providers.
Oracle Data Cloud provides access to more than
2 billion global consumer proles, 110 million U.S.
households, $3 trillion in consumer transactions
and more than 1,500 data partners. In addition,
Oracle Data Cloud ofers more than 45,000
pre-built audiences spanning demographic,
behavioral, business-to-business, online,
oline and transactional data via the BlueKai
Marketplace.
Oracle Data Cloud believes that great
marketing requires smart data to increase the
impact of campaigns and drive real results.
Deep Vertical Expertise

Oracle Data Cloud has rich expertise and a wide range
of solutions for key industry verticals: Retail, CPG,
Automotive, Telecom, Technology and Business-toBusiness. The solution is currently being used by 26 of the
top CPG brands, 13 of the top retail brands and eight of the
A8
top auto manufacturers, as well as a number of top U.S.

banks, tech providers, travel brands and wireless telcos.
Prominent clients using Oracle Data Cloud include Intel,
Dr Pepper, Heineken, Dell, Pepsico, Lenovo, Kraft, Silver
Star Brands and Ford.
Website
www.oracle.com/datacloud
Twitter
@OracleDataCloud
Facebook
facebook.com/
OracleDataCloud
YouTube
bit.ly/oracledatacloud
Blog
blogs.oracle.com/datacloud
Number of employees
900
Number of locations
18
FOCUS
Data
KEY PRODUCTS
Oracle Data Cloud: The
largest, most accurate
global Data as a Service
solution with access to 2
billion global consumer
profiles, $3 trillion in
consumer transactions
and more than 1,500
data partners. It is fully
integrated with every major
media company, including
publisher exchanges, ad
networks, DSPs, DMPs
and agency-trading desks.
C O N TA C T
Oracle Data Cloud
thedatahotline@oracle.com
We could probably
even create an
audience to listen
to you brag about
your Lions.
With The Data Hotline, no audience or measurement
question is too challenging.
Were known for providing smart, same-day answers for
agencies, brands and media partners, to identify the best
audiences for any campaign or strategy.
So contact us.
Fast answers at your fingertips with The Data Hotline.

Visit www.oracle.com/TheDataHotline
AT A G L A N C E
Pinsight Media is a mobile
data company committed
to connecting brands
with audiences through
data-driven mobile media
solutions.
Pinsight Media
1100 Main St.
Suite 1500
Kansas City, MO 64105
Website
www.pinsightmedia.com
Twitter
@PinsightMedia
Facebook
facebook.com/pinsightmedia
LinkedIn
pinsightmedia
Number of employees
120
Better Mobile Targeting with

Exclusive Carrier Data
uccessful mobile campaigns reach audiences
with the highest propensity to take the action
you want. Pinsight Media works with major
brands, agencies and several mobile operators
globally to deliver highly targeted mobile media
campaigns. It starts with an audience panel of 32
million mobile users, combining rst-party data
with web and app data to uncover users actual
habits and brand ainities. The result: distinct
personas that are precisely targeted to achieve
maximum campaign ROI.
The Pinsight Data Management Platform
(DMP) ingests data from over 30 unique sources.
Audiences are then built based on web browser
usage and app habits, including app installs
and uninstalls. Persistent data feeds provide an
average of 260 location events per user per day,

signicantly higher than others that use app/GPS
location data to derive location. Finally, rstparty data is veriedto open a mobile account,
customers must show a valid ID and proof of
billing address to conrm their credit rating
and age.
A wholly-owned subsidiary of Sprint, Pinsight
has roots as an app publisher. Its exclusive supply
includes apps such as 1Weather, a top-rated
weather app in the Google Play store. As a result,
Pinsight works with major publishers to monetize
their apps and maximize revenues.
Pinsight also works with brands to boost user
acquisition and meet custom campaign goals with
unique on-device ad units.
Putting the Data to Work

An example of Pinsights Fluid Audiences methodology
can be seen in its utilization of persistent location data.
Identifying consumers who travel 200+ miles outside their
home market with an overnight stay in another city is the
foundation for a traveler persona. Specific data points
include car vs. air travel based on the calculated speed,
as well as day of the week, seasonality and frequency of
A10
their trips. Location data is then combined with app usage,

installs and uninstalls and browsing data to establish
behavioral correlations. Lastly, Pinsight uses verified
demographic information to better identify and segment
travelers. For example, there is a much lower chance
that a 19-year-old is a business traveler compared to a
35-year-old.
Number of locations
4
Founded
2012
FOCUS
Ad Networks
DSP
SSP
Ad Exchange
Mobile
Data
KEY PRODUCTS
Fluid Audiences:
Leverages Pinsights
exclusive first-party
data for scaled accuracy,
targeting only the most
relevant audience.
Exclusive Inventory:
App portfolio that includes
some of the most popular,
top-rated apps in Google
Play and the App Store.
Pinsight for Publishers:
Suite of monetization
solutions for mobile app
publishers.
C O N TA C T
Lauren King
GM, Sales
lking@pinsightmedia.com
(908) 660-0321
Hero Matt.
Clown Matt.
Theyre the same.
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AT A G L A N C E
SteelHouse is a data-driven
advertising software
company that delivers
innovative, performancebased advertising solutions
to brands, agencies and direct
marketers. Its cloud-based
suite is used by premium
brands worldwide to create
personalized experiences.
Steelhouse
3644 Eastham Drive
Culver City, CA
(888) 978-3354
Website
www.steelhouse.com
Twitter
@SteelHouse
Facebook
facebook.com/
SteelHouseMedia
LinkedIn
steelhouse
Giving Advertisers More Control

and Performance
ounded by veteran marketers, SteelHouse
has become one of the fastest-growing
companies in advertising due in large part to
the SteelHouse Advertising Suite, a cloud-based
advertising platform that creates the ultimate
personalized brand-customer experience
for marketers. Built to achieve results across
retargeting, prospecting, social and mobile
campaigns, the Advertising Suite allows marketers
to set campaign priority, build segments, manage
escalation, A/B test and get superior analyticsall
from one beautiful user interface.
In an industry first, SteelHouse also ofers
zero-margin media buys via a transparent
platform CPM. This provides unprecedented
insight into performance as well as greater
control over advertising spend.
The SteelHouse Advertising Suite features
some of the most detailed analytics in the
industry for complete transparency into clicks,

conversions and spendall with visual reports
that are presentation-ready. The suite also features
an adaptive ad server that allows for real-time
optimization. With real-time segmentation,
marketers can target unlimited audience segments
based on rst-party data such as purchase
patterns, device, search terms, location and more.
The company also ofers SteelHouse Creative
Suite, an interactive Ad Builder and Creative
Library that gives anyone the power to create
beautiful ads in minutes. The Ad Builder allows
users to develop their own ads with step-by-step
guidance, while the Creative Library is a gallery
of professionally designed creative available for
quick edits and implementation.
Over 500 brands are currently using the
SteelHouse marketing platform, including Getty
Images, Roots, Oakley, Rosetta Stone and Staples.
Number of employees
210
Number of locations
2
Founded
2010
FOCUS
Advertising Platform
KEY PRODUCTS
SteelHouse Advertising
Suite: Cloud-based
platform that lets
advertisers manage all
facets of their campaigns.
SteelHouse Creative
Suite: A groundbreaking
creative tool that gives
anyone the power to create
beautiful ads in minutes.
SteelHouse Retargeting:
Gives advertisers a way to
reach engaged audiences
after they have left their site.
SteelHouse Prospecting:
A way to use mulitple tactics
to get campaigns in front of
high-potential prospects.
SteelHouse Triples Revenue

SteelHouse has been on a rapid growth trajectory. It
closed 2015 at a $130 million revenue run rate, and its
year-over-year growth was 170 percent. This followed
a $49 million financing round let by Mercato Ventures,
A12
which joined Greycroft Partners and other leading VCs that

previously invested $24 million. SteelHouse has remained
profitable for more than two years, proving that fast growth
and profitability can be achieved at the same time.
C O N TA C T
Kimberly Small
Senior Director, Marketing
kimberly@steelhouse.com
(917) 572-9114
AT A G L A N C E
YuMe is a provider of global
audience technologies,
curating relationships
between brand advertisers
and consumers of premium
video content.
YuMe
1204 Middlefield Road
Redwood City, CA 94063
(650) 591-9400
Website
www.yume.com
Twitter
@YuMeVideo
Facebook
facebook.com/yumevideo
LinkedIn
linkedin.com/company/yume
Number of employees
550
A Digital Video Innovator

s a pioneer in digital video, YuMe has a 10year history of innovation as one of the first
companies to execute multi-screen video
campaigns at scale. Most recently, it has been
leading the industry in tapping the full potential
of Connected TV with best-in-class solutions to
engage and monetize consumers in the connected
living room.
YuMe is uniquely positioned in the
marketplace as a full-stack, customizable
solution, serving brand advertisers and publishers
alike with its programmatic ofering, as well as
with traditional multi-screen buying methods.
YuMes full-stack programmatic platform goes
beyond automating media transactions to provide
true multi-screen audiences and preemptive
brand safety.
YuMe utilizes rst-party data captured by its
data science techniques to aggregate, analyze and
segment audiences. These audiences yield insights

for publishers and advertisers on behavioral,
demographic and psychographic mindsets of
video viewers, thus improving monetization and
driving more efectively targeted ads.
Dening audiences by platform, their
behaviors and performance, YuMes technology
learns and increases the value of every
impression. This approach allows advertisers
and publishers to monetize endemic and nonendemic audiences. It extends beyond simple
demographics by dening audiences around more
pertinent attributes related to buying behavior,
personal preferences and oline activities. For
instance, audiences can be dened by their
ainity for a brand, voting preferences, attitudes,
TV viewing habits, technology adoption, values
and media streaming habits. This helps dene
and provide audiences that matter.
A Legacy of Being First-in-Market

YuMe continues to innovate and expand its global
audience reach and impact. It launched its full-stack
programmatic video marketplace, and has added an
Outstream solution so publishers can monetize nonvideo content. YuMe has also paved the way in thought
leadership for the industry, conducting global research
A14
studies that further the understanding of key issues in the

business including: driving multi-screen effectiveness,
ad lengths and engagement. YuMes product suite was
created with multi-screen audience reach in mind from
the get-go, so its programmatic offering and product
evolution is truly an extension of that philosophy.
Number of locations
19
Founded
2004
FOCUS
Demand-Side Platform
Supply-Side Platform
Data & Analytics
KEY PRODUCTS
Outstream: Enables video
experiences outside of
traditional video content.
YuMe for Publishers:
Provides publishers with
a full suite of monetization
solutions and awareness
of key revenue drivers.
YuMe for Advertisers:
Provides brand advertisers
with audience reach at
scale, proactive brand
safety and access to a
suite of branding products.
CTV Focus: Enables
brands to extend their
reach with engaged
audiences across a range
of connected devices.
C O N TA C T
Stephanie Gaines
VP, Corporate Marketing
sgaines@yume.com
(408) 642-8441
TV EVERYWHERE
YuMe extends your TV buy to every screen and every device, everywhere.
See the story at YuMe.com
THE VOICE OF MEDIA | JUNE 20 24, 2016
BE THERE FOR
YOUR
COVER SHOOT
THE CLEAR CHANNEL
PLAYGROUND
LE GRAND HOTEL
June2024
11am 8pm
F
L
E
S
R
U
O
Y
E
SE UR COVER
O
N
O
SPONSORED BY
#AWCANNES
Per
tive
ON THE ORIGINS OF BR ANDS AND THE PEOPLE WHO BUILD THEM
SWIPE 49 // PORTRAIT 51 // SPACES 52 // INFO DIET 53 // LOOK BACK 54
THE SCREW
Screw heads are
ornamental, except
for the two that do
the actual fastening.
Those frequently
go missing, and
replacements run
about $60.
THE PROOF
Early bracelets came
with serial numbers,
but a proliferation of
fake ones has since
led Cartier to engrave
each with its logo,
18K and 750 stamps,
plus a serial number.
THE TOOL
Each Love bracelet
comes in a box with
a screwdriver for
fastening the bangle.
It helps to have a
partner do this, which
is sort of the whole
point.
THE METAL
This is the 18K yellow
gold bracelet, which
goes for $6,300.
Cartier also offers
white and pink gold,
and the option to
add diamonds and
gemstones.
PHOTO: NICK FERRARI
BRAND NAME
Cartier Love Bracelet

HOW A PRICEY BANGLE FROM THE LATE 1960S BECAME THE MUST-HAVE
STATUS JEWELRY FOR TRENDY MILLENNIALS. BY ROBERT KLARA
47
Italian style
Sophia Loren and
Carlo Ponti were
early wearers
In 1969, Italian designer Aldo Cipullo (inset) left Tiffany & Co. for legendary Paris jeweler Cartier (above). Cipullos
Love bracelets soon graced the wrists of celeb couples including Elizabeth Taylor and Richard Burton (left).
Totally screwed
Kylie Jenner has been
spotted wearing as
many as five Love
bracelets at a time
possibly because she
cant get them off. In
January, the distraught
teen star showed up at
Cartier demanding to
be unshackled. This
bracelet has been stuck
on for, like, four years,
she moaned.
48
ospital emergency rooms

have to keep all sorts of
equipment on hand, from
defibrillators to occlusive
dressings, to deal with any
medical crisis. But in New
York, where the gurney bursting through
the door is just as likely to bear the rich
and famous as not, several ERs are said to
carry a highly specialized piece of trauma
equipment. Its a tiny screwdriver used when
the time comes to remove a Cartier Love
bracelet.
An explanation for the uninitiated: These
oval-shaped bracelets are held together
by two grub screws that, when tightened,
lock onto the wearers wrist. According to
Cartiers website, this gilded bit of bondage
is meant to sanctify inseparable love. It
also signifies high incomes: Bracelets come
in three alloys of gold, with or without
diamonds, and cost anywhere from $4,500 to
$56,500.
But the thing that makes these bracelets
diferent from other gold bangles is the
craze that currently surrounds them. While
Cartier has sold its Love bracelets for nearly
half a century now, theyve only recently
become the hottest piece of status jewelry for
millennials. Make that rich millennials.
Its popular with younger, fashionforward consumers because they want
to invest money in something special,
something of quality, something known
worldwide as being a symbol of luxury that
can be recognized by their peers, said Kyle
Anderson, market and accessories director
Fast Facts
1847 Cartier
founded in Paris.
1969 Cipullo
designs the Love
bracelet.
$4,500 Entry
level price for a
Love bracelet.
$56,500
High-end price
for a diamondencrusted one.
for Marie Claire.

Strange, then, that the Love bracelet made
its debut well before any millennial was born.
In 1969, Italian designer Aldo Cipullo (whod
built his reputation at David Webb and
Tifany & Co.) took a job at Cartier. Cipullos
creationinitially sold only to coupleswas
an instant hit, and thanks to some strategic
gifting by Cartiers marketing department,
Love bracelets found their way to the wrists
of famous pairs including Robert Evans and
Ali MacGraw, Dyan Cannon and Cary Grant,
and Richard Burton and Elizabeth Taylor.
Cipullo reportedly took his inspiration from
the chastity belt, though a quick glance at the
names above makes clear that the bracelets
failed to keep their wearers chasteor
married, for that matter.
It did, however, keep itself in the public
eye, and for long enough to be picked up by a
new generation of beautiful people (who wear
them more for prestige than as a symbol of
commitment): Angelina Jolie, Lindsay Lohan
and Salma Hayek wear Love bracelets. Kanye
West is known to wear several, and hes not
alone. Ive seen them stacked on young
celebrities like Kylie Jenner and Justin
Bieber in diamond pav versions, Anderson
said. Such exemplars, he added, will have
an impact on young shoppers due to their
enormous social media following.
Unfortunately for Cartier, this impact
has led to a spate of fake bracelets (some
priced as low as $55), snapped up by glamour
fans who dont happen to have thousands of
dollars to drop on a bracelet. Alas, true love is
rareand expensive, too.
P H O T O : C L O C K W I S E F R O M B O T T O M L E F T: J A S O N M E R R I T T / G E T T Y I M A G E S ; C O U R T E S Y E V E R E T T C O L L E C T I O N ; R O N G A L E L L A / G E T T Y I M A G E S ; G A R Y B E R N S T E I N ; U L L S T E I N B I L D / G E T T Y I M A G E S
BRAND NAME
S W I P E | H E R E T O D AY, B O U G H T T O M O R R O W
Made from
vintage Vespa
chassis
Speed Demon
BEL & BELS VESPA-INSPIRED
CHAIR BRINGS HIGH-SPEED
EXCITEMENT TO THE OFFICE.
BY EMMA BAZILIAN
Bel & Bel Scooter Chair
starting at $1,670
Custom
paint colors
Hydraulic
piston
ZOOM!
Sitting at a desk all day:

pretty boring. Riding
a Vespa around the
oice: totally awesome.
When the latter is out
of the question, you can
always compromise
with a scooter-inspired
swivel chair from
Barcelona design rm
Bel & Bel. Made from
authentic vintage Vespa
parts, each one-ofa-kind chair is fully
customizable, from
paint nish to leather
upholstery color to
functional pilot lights.
Its ergonomic design,
featuring a heightadjustable hydraulic
piston base, reclining
back and soft-tread
wheels, ensure that
the Scooter Chair is
as comfortable as it is
stylish.
PHOTO: COURTESY OF BEL&BEL
Buy it: belybel.com
49
SWIPE
TR AC K
IT!
Plugged-In
Swing Smarts
Brunton Power Knife $25

For the dad whos more into gadgets than power tools, wrap up
Bruntons tech-savvy take on the classic multitool. Instead of blades
or screwdrivers, it features a standard Lightning connector, 30-pin and
micro USB adapter outputs plus a standard USB input for charging any
mobile device. Buy it: brunton.com
Three
output types
Zepp Golf 2 $150

Zepps multifunctional golf
tracker will have you hitting
under paror, at least, a little
better than usualin no time.
The tiny sensor, which clips
onto your golf glove, features
two accelerometers and
gyroscopes for measuring
swing speed, club plane,
tempo and more. Sync with
the Zepp app via Bluetooth to
review your swing in 3-D from
any angle, receive instant
analysis and set up a custom
training program based on
your personal data.
Buy it: zepp.com
Clips to
your glove
SO
CHILL
Be the Beer
What a Tool
Mark and Graham Barbecue Tool Set $89
Give your (or someone elses) barbecuing
routine an upgrade with this stylish tool set.
The wood-handled fork, spatula, tongs and
insulated mitt come wrapped in a durable
leather-trimmed canvas case. Personalize it
with a foil-debossed monogram for extra giftgiving cred. Buy it: markandgraham.com
Smathers and Branson

Caddyshack Coozie $29
Keep your brew cool this
summer with an old-school
coozie that pays homage
to everyones favorite
80s country club comedy.
The leather exterior
(complete with needlepoint
gopher) is insulated with
a neoprene lining. Buy it:
smathersandbranson.com
Monogram
it!
WI-FI-ENABLED
Grill, Baby, Grill

Davy Crockett Pellet Grill $399
Perfect for grill masters on the go, the Davy Crockett from Green
Mountain Grills packs a whole lot of technology into one pint-size
package. Features include a meat probe, Sense-Mate digital thermal
sensor, peaked lid and open flame grease tray, plus Wi-Fi connectivity
so you can use your smartphone to control grill settings, monitor food
temperature, look up cooking instructions and more.
Buy it: greenmountaingrills.com
Monitor food
temp via
smartphone
50
PORTRAIT
AGENCY
Specs
Humanaut
P H O T O : R YA N G I B S O N
HOW A CREATIVE SHOP IN THE SOUTH USES A STARTUP MENTALITY

TO HELP BRANDS OF ALL SIZES CAPITALIZE ON THE FAST-PACED
VIRAL LANDSCAPE. BY LAUREN JOHNSON
Who Co-founders
Andrew Clark
(l.) and David
Littlejohn
What Creative
and branding shop
Where
Chattanooga,
Tenn.
Started by David Littlejohn and Andrew Clark and backed by creative veteran Alex Bogusky,
Chattanooga, Tenn.-based Humanaut helps brands operate more like startupsencouraging them
to take big riskswhile also working with startups to invest more in their marketing and brand
equity. News is only news for about three weeksyou need those three weeks to be as big as you
possibly can, said Littlejohn. The agency conceived Organic Valleys 2015 viral hit Save the Bros
to launch a high-protein milkshake with a video that spoofed muscular guys. The spot has more than
2.5 million views on YouTube. Humanaut is also a co-founder in Feltan app that lets consumers
send handwritten cardsand handles all design, packaging and marketing. The startup recently
nabbed big publicity when CEO Tomer Alpert pitched the firm during the season finale of ABCs
Shark Tank. Shark Kevin OLeary bought 10 percent of the company for $225,000.
51
S PACE S
1 The roof garden was introduced by a staff member with a green thumb. Everything is free
for the taking and is often consumed during BBQ sessions when the sun is shining on our rainy
city, said Fortier. 2 Every quarter, an in-house designer comes up with different elevator
wraps to keep the space fresh. Some of our elevator murals are so well liked that they find a
permanent home on one of our hallway walls, explained Fortier. 3 The vinyl wall mural of the
Seattle cityscape that was illustrated by two production artists is a nod to the city they love.
4 A living moss wall comprises the Publicis logo. 5 The Publicis Seattle cubbies in the main
lobby are filled with quirky artifacts like old VHS players.
OFFICE VISIT
PUBLICIS
Publicis Seattle
Seattle
Publicis Seattle is a world-class agency with enough big-name clients and

award-winning work to make the home office back East more than proud.
But doing great work for clients endemic to the Pacific Northwest like the
Muckleshoot Indian tribe, Eddie Bauer and the Seattle Symphony means this
Publicis outpost reflects the values of the region. With a well-maintained
roof garden, living logo and murals paying homage to Seattle, the office is a
welcoming and familiar environment. Above all, though, the aim was to be
inviting and warm from the moment the doors open. Theres nothing more
boring than a standard entryway, said brand and business development senior
manager Nelson Fortier. The idea of the foyer was to create a mosaic of sorts
that could tie into the shapes and colors of the brand cubbies located around
the back walls of the lobby.
52
P H O T O S : J A K E H O LT
THE FRENCH COMPANYS SEATTLE OUTPOST IS

PERSONALIZED WITH LOCAL CHARM, WARMTH AND
IN-HOUSE ARTWORK. BY CARRIE CUMMINGS
INFO DIET
social media crack pipe.
Who do you follow? It kind of varies.
Right now, with the election, Im
paying a lot of attention to politics.
Theres a woman named Jenna
Johnson who follows the Trump
campaign [for The Washington Post]
whos good, and Oliver Willis with
Media Matters, I like him. I follow Dan
Pfeiffer, who was Obamas director
of communications. And then I have
a circle of Twitter friends who I dont
really know in real life but I know on
Twitter.
Have any of your Twitter friends
turned into real-life friends?
[Comedian] Rob Delaney is probably
the closest. I didnt know Rob at all,
and we became Twitter friends before
we actually became friendly in real
life.
Do you follow any politicians?
I kind of like my congressman, Jim
Himes. Hes got a sense of humor. I
tend not to follow politicians because
theyre always so self-serving and
they never actually say anything.
But [Iowa Senator] Chuck Grassley
is funny because hes basically
incoherent most of the time.
What podcasts do you listen to?
Before you called, I was just listening
to This American Life. Ive also been
listening to Keepin It 1600, which is a
new political podcast. Its interesting.
Its really a deep dive into politics by
two guys who really know politics
[Dan Pfeiffer and former Obama
speechwriter Jon Favreau].
INTERVIEW
Specs
Michael Ian Black
PHOTO: TV LAND
THE COMEDIAN AND ANOTHER PERIOD STAR

ON WHY PLAYING THE PETS.COM SOCK
PUPPET WASLITERALLY A PAINFUL JOB.
BY EMMA BAZILIAN
Whats the first information you
consume in the morning? The New
York Times print edition. I have it
delivered every day. Its my favorite
thing in the world. If I go cover to
cover with the front section of the
newspaper, I read a lot more than I
would if I just read it online.
You were one of the first

comedians to become really
popular on Twitter when you joined
back in 2009. Why did you get on
there? I was reluctant to, actually,
but I had a friend who told me that
somebody was pretending to be me on
Twitter and that I should join to stop
that from happening, so I did. And then
I just got hooked on it. Its my little
Age 44
Claim to fame
Comedian; star
of Another Period
on Comedy
Central (Season 2
premieres June 15)
and TV Lands The
Jim Gaffigan Show
(returns June 19 at
10 p.m.)
Base Connecticut
Twitter
@michaelianblack
What TV shows do you watch?

Right now, Im watching Game of
Thrones and The Night Manager. I
liked the first two episodes of The
Night Manager a lot, and then the third
episode got very implausible and deus
ex machina for me, so my wife and I
were bitching about that to each other.
A lot of people might not know
this, but you were the voice of the
sock puppet from those famous
Pets.com ads. What was that like?
It was an odd experience because
the character became so much
more popular than the company, and
the company just couldnt survive.
It was ahead of its time in certain
ways because online shopping for
commodities just wasnt a thing back
then. It hadnt really entered the
gestalt. But it was also a painful job
because I had to stick my arm up all
the time. You do that for 10 minutes
at a time, and it actually hurts. I dont
know how Triumph does it.
53
LOOK BACK
1991
Maurice Saatchi
In the ad world, few names command respect like Saatchi. Maurice Saatchi was born in 1946 to wealthy Iraqi Jews in Baghdad, but after
fleeing persecution , his family eventually settled in London where he spent his childhood. Soon after graduating from the prestigious
London School of Economics, Saatchi began working in media as a creative director for a U.K. advertising trade publication. When, in 1970,
Maurice and his brother Charles formed Saatchi & Saatchi, the duo quickly became a force in the ad world with work for the Conservative
Party, British Airways and Silk Cut cigarettes. Known for their shrewd business practices, the brothers acquired over 35 marketing and ad
shops before Maurice was ousted as chairman in 1994. Shortly after, a number of Saatchi & Saatchi clients and executives, including Charles,
followed Maurice, forming M&C Saatchi in early 1995. Outside of media, Maurice is a prominent member of the U.K. Conservative Party,
sitting in the House of Lords as Lord Saatchi. Carrie Cummings
Adweek (USPS 458870, ISSN 1549-9553) is published weekly except three issues in January, four issues in February, May and October; three issues in August, and two issues in July and December. Publisher is Mediabistro Holdings, LLC, 825
Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4100. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299 per year. All other foreign subscriptions are $349 (using air mail). Subscription inquiries:
(877) 496-5246; outside the U.S.: (845) 267-3007. Registered as newspaper at the British Post Office. Canadian Publication Mail Agreement No. 41450540. Return undeliverable Canadian addresses to: MSI, PO BOX 2600, Mississauga, On L4T
OA8. Periodicals postage is paid in New York, NY, and additional mailing offices. Postmaster: Send all UAA to CFS. Non-Postal and Military Facilities send address changes to ADWEEK, PO Box 15, Congers, NY 10920-0015; Subscriptions@
Adweek.com. Copyright 2016 Mediabistro Holdings, LLC. No part of this publication may be reproduced, stored in any retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise,
without the prior written permission of the publisher. For reprints, please call Wrights Media, (877) 652-5295, email adweek@wrightsmedia.com.
54
P H O T O : M I C H A E L B I R T/ C O N T O U R B Y G E T T Y I M A G E S
PEOPLE
FACT
Saatchi & Saatchis
work for the
Conservative Party is
partially credited for
Margaret Thatchers
electoral victories.
WHEN IN CANNES, TAKE ONE DAILY

Monday, June 20Thursday, June 23
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Content Sessions 3:305:00pm
Hosted Cocktails & Canaps 5:007:00pm
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AUTHENTIC IS AS AUTHENTIC DOES: CREATING
MEANINGFUL CONSUMER CONNECTIONS
Panel discussion led by Nicholas Carlson, Editor-In-Chief,
Insider featuring:
Edward Menicheschi, CMO, Cond Nast
Pete Stein, General Manager, Fullscreen
Gayle Troberman, CMO, iHeartMedia
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Partnerships, NBCUniversal
Donna Speciale, President of Advertising Sales, Turner
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CELEBRIT Y IN THE DIGITAL AGE: CREATING

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Panel discussion led by Jesse Angelo, CEO & Publisher,

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Rich Raddon, Co-Founder & Co-CEO, ZEFR
(KTGUKFG EJCV YKVJ/KEJCGN-CUUCP Chairman & CEO, /GFKC.KPM

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THE VOICE OF MEDIA | JUNE 13, 2016

September 14 & 15, 2016, Cologne

Save your Ticket!

From August 30 From September 06

On the eve of the annual festival, Snapchat, the most

MARKETER OF THE YEAR

ADWEEK PLANS YOUR WEEK IN CANNES

ADWEEK | JUNE 13, 2016

THE WEEK IN MEDIA AND MARKETING

ndustry auditors and lawyers are

The study declined to label the

PHOTO BY GERARDO MORA/GETTY IMAGES FOR IHEART MEDIA

THE ANAS CONTENTIOUS REPORT ON MEDIA BUYING PRACTICES

JUNE 13, 2016 | ADWEEK

ITN is programmatic TV realized.

Snapchat has a brand-new

Adweek, FTP Media

TWITTERS TOP SHOWS

JUNE 13, 2016 | ADWEEK

TRENDING | THIS WEEKS INSIGHTS

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Andes Beer The Fairest Night

Xbox Survival Billboard

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JUNE 13, 2016 | ADWEEK

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ADWEEK | JUNE 13, 2016

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JUNE 13, 2016 | ADWEEK

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10 a.m. SESSION TO SEE Star Trek

10:30 a.m. Hear from the CMOs of

11:30 a.m. SESSION TO SEE

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ADWEEK | JUNE 13, 2016

11 a.m. Got an Entertainment Lions

8 a.m. Walk the

For a mobilefriendly and updated

so, just by the law of averages,

place where you get to see it.

JUNE 13, 2016 | ADWEEK

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