Jun 30, 2026 · 31 min · 11 segments
*And why audio is uniquely positioned to help brands build it.* In this special Cannes edition of *Heard Mentality*, System1's Andrew Tindall joins BT Group's Chief Brand & Marketing Officer…
Andrew TindallGuest
Cilesta van DoornGuest
Brittany RigbyHost
What conversation do you want to be having more of this week? Andrew, I'll start with you.
What conversation do I – should we have a conversation about the conversation?
What conversation do I want to be having this week? Well, there's two things that are beating around my mind at the moment.
One is how the industry moved from impressions to attention, which is not enough.
And because, sure, not all impressions are equal, but not all attention is equal.
And I think if you're thinking about that this week at Cannes or looking at the research that comes out, you can apply that thinking and stress test a lot of stuff that you'll get force-fed by a lot of media platforms and campaigns that you hear.
You know, for the past 10 years, I think we've all been warming up to the idea that distinctiveness is really important, which you'll see in this research that we've kind of put together for this as well.
You know, when I used to work at Bacardi, my boss banned talking about the logo in creative reviews because, you know, you get to these creative reviews and, you know, if the comments are about the fucking logo or where the logo or should we have more logo or, you know, should we make the logo bigger? You know, it ruins the actual creative conversation, actually.
And brands don't necessarily grow by being just more distinctive than the category leader.
What conversation do you want to be having more of this week? Andrew, I'll start with you.
What conversation do I – should we have a conversation about the conversation?
What conversation do I want to be having this week? Well, there's two things that are beating around my mind at the moment.
One is how the industry moved from impressions to attention, which is not enough.
And because, sure, not all impressions are equal, but not all attention is equal.
And I think if you're thinking about that this week at Cannes or looking at the research that comes out, you can apply that thinking and stress test a lot of stuff that you'll get force-fed by a lot of media platforms and campaigns that you hear.
You know, for the past 10 years, I think we've all been warming up to the idea that distinctiveness is really important, which you'll see in this research that we've kind of put together for this as well.
You know, when I used to work at Bacardi, my boss banned talking about the logo in creative reviews because, you know, you get to these creative reviews and, you know, if the comments are about the fucking logo or where the logo or should we have more logo or, you know, should we make the logo bigger? You know, it ruins the actual creative conversation, actually.
And brands don't necessarily grow by being just more distinctive than the category leader.
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