Tug of War: Who has the consumer's ear?

10 July 2015
Created by Archibald/Willaims

The next print issue of AdNews will hit desks on Monday. In it you can find a six-page Special Report on Cannes Lions – the theme and trends that were hot property on stage – and off stage. Subscribe to AdNews in Print, or get it now on iPad.

“Make sure the main ingredient in everything you do, and what you’re trying to get across, make sure that your intentions are pure.” PHARRELL WILLIAMS PAGE 21

I was patient zero of losing a personal reputation, on a global scale, instantaneously. MONICA LEWINKSY PAGE 18

Big Picture: The power of influence is strong. It used to be with celebrities, but now a new breed of celebs is emerging from social media. Who has the consumer’s ear?

A generation ago, it was seen as selling out to do something commercial. Now, Gen Y see it as a badge of honour. SIMON BOOKILLIL BASHFUL PAGE 25

Newsmaker: GPY&R lent its name to the agency in Brendan Cowell’'s film to add authenticity, but just how true to life is Ruben Guthrie? Page 12

“Rubens are always going to fuck up and fall off roofs, but they’re also people who can create a little more dynamic.” BRENDAN COWELL, DIRECTOR

On the cover: The latest cover designed by an agency was created by ARCHIBALD/WILLIAMS. Our thanks to the team for creating TUG-OF-WAR - what we think is our most gruesome cover yet. Subscribe to AdNews in Print, or get it now on iPad.

“The consumer is being pulled in Prix winners. different directions in the fight for their attention. So what better way to demonstrate this than an all-out tug-of-war of the consumers ear?”

Also in the mag this issue:
News: Creative effectiveness, brand safety, rational ads and native video.
Download: Cricket tweets, pommel the poms and Sorrell.
News Analysis: Brewers raise a glass to craft.
The Marketer: Andy Lark on the why, not the how, of challenger brands.
The Sell: Just what does Dentsu Aegis’ Amplifi do? Paul Brooks lifts the lid on DentsuAegis' group investment unit.

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