Since earlier we sang the creative praises of DraftFCB, it is time to turn our attention to the agency’s data work. The shop sent out a press release last week with the “results” of its customer intelligence team’s “text mining” of the buzz at Cannes. Sounds fancy, though it seems like we’re talking about putting Cannes + [term] into Google News and Technorati. In any event, the results aren’t shocking. Hot: ideas, interactive stuff, paeans to consumer control. Not: business results. (Wait, no one was talking about ad effectiveness at Cannes? Seriously?) DraftFCB provides a hard-to-understand matrix, where concept balls of varying sizes are all connected to each other with lines.
—Posted by Brian Morrissey