Lions For Twitter: Inside the Internal Agency That Will Be Beach Tweeting
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Cannes is happening, and Twitter hopes that means business and maybe even awards are happening too.
The company is in the middle of its own “What’s Happening” brand campaign, led by its little-known in-house creative team, and heading to the ad world’s creative epicenter. Twitter sits on a precarious perch with agencies and brands, while rivals Instagram and Snapchat draw all the attention.
If the company is going to spark even a tweet of interest, it will come from the brand and creative studio team, which makes Twitter both a quasi-creative agency and an advertising medium. “Hopefully, we as a company come home with a Lion,” said Joel Lunenfeld, VP-global brand strategy. Twitter has submitted for Cannes Lion awards for the campaign that started last year, “See What’s Happening,” work that tried to redefine the service through billboards, stylish digital videos and a bigger social media presence.
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