Tough love with Joe Tripodi, Coke's Chief Marketing Officer.

Guido Barilla is the Frank Perdue of pasta.

Nike-wise, "the plus next to the swoosh is the best case study for where the business of advertising and marketing is going."

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.

Twitter CEO Dick Costolo Got His Biggest Applause At Cannes For A Slip Of The Tongue. Instead of using the word "conversation," he inadvertently said, "Cannes-versation." That tickled the audience in the Debussy Theater, where the main stage presentations are taking place during the Cannes Lions.

For a medium that is pretty sparse on words, Twitter CEO Dick Costolo is talking an awful lot about long-form literary figures.

Twitter CEO Dick Costolo got his Cannes Lions presentation off on a bizarre start: Implying that Twitter had a bigger impact on the Cannes Lions than the Cannes Lions do.

Trying to explain the transformation of his agency's portfolio of services, and the way they're organized, Bob Greenberg likened what R/GA is doing to what Apple once did, dropping the word "computer" from its corporate brand name to imply that it is bigger than just a computer manufacturer. And he predicts the same thing will happen with R/GA.

That's what Nike Digital Sports' Stefan Olander is telling Cannes Lions attendees this afternoon.

Stefan Olander, Vice President of Digital Sport at Nike, hasn't used the phrase "Vertical integration" once during his presentation. Instead, he's talking about something that presumably grew out of the new age marketing management that R/GA chief Bob Greenberg was alluding to. That thing is Nike's digital sports products. Specifically, Nike+, and it' latest iteration, Nike Fuel.