• by Joe Mandese  @mp_joemandese, June 20, 2012

The Wednesday afternoon session of the Cannes Lions presentations are striking a decidedly literary note, including numerous references to some literary lions, especially Ernest Hemingway.

 During PHD’s session, eatbigfish Founder Adam Morgan began things by citing not one, but two famous writers: Ernest Hemingway and Dorothy Parker.

Morgan’s reference to Hemingway interestingly followed a presentation by Twitter CEO Dick Costolo, whom also referenced Hemingway.

To make a point about “challenger brands,” Morgan noted that Hemingway was once challenged to write a six-words story, and supposedly came up with this one: “For sale. Baby shoes. Never worn,” only to be topped by Dorothy Parker who wrote a version in only two words: “Pope elopes.”

Morgan then went from those compelling literary narratives to cite “10 narratives for challenger storytelling.”