WPP set the pace last week at the Cannes Lions International Festival of Creativity.
WPP agencies collected a total of 176 Lions, including 1 Titanium Lion, 4 Grand Prix, 36 Gold, 47 Silver and 88 Bronze, with winners representing 40 different countries.
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WPP named the most creative company of 2022 at Cannes Lions Festival of Creativity
Ogilvy was awarded Network of the Year and took home a Titanium Lion together with Wavemaker for Shah Rukh Khan My Ad for Cadbury, a data-driven campaign that personalised ads for local businesses impacted by COVID-19.
WPP winners and shortlisted entries came from every part of the company, and from across its agencies.
VMLY&R won a Grand Prix for its I Will Always Be Me campaign for Dell and Intel, designed to make it easier for people with motor neurone disease to bank their voice by reading a story, and a Grand Prix for Maxx Flash’s The Killer Pack, which helps combat, through biodegradable packaging, deadly diseases like malaria and dengue caught outdoors in India. Speaking in Color for Sherwin Williams by Wunderman Thompson won the Grand Prix for Creative B2B for its voice-activated colour-selection system. A Grand Prix for Media Placement was also awarded to MediaCom’s Hope Reef for Mars Petcare (with AMV BBDO).
Mark Read, CEO of WPP, said: “Creativity is the most important force in modern business. Being named the Creative Company of the Year is testament to WPP’s power to help our clients succeed, and to the incredible talent of our 109,000 people around the world. Thank you to them and to our clients who entrust us with their brands.”
Dentsu Creative India team
Dentsu Creative Bengaluru was named Cannes Lions 2022 Agency of the Year, as well as awarded a Titanium, three Grand Prix, two Gold Lions and three Silver Lions for “The Unfiltered History Tour”.
This after the launch of Dentsu International’s Global Creative Network, Dentsu Creative, at the start of the week.
Dentsu Creative Bengaluru’s awards made “The Unfiltered History Tour” the most awarded campaign from India ever at Cannes Lions, and Dentsu Creative Bengaluru the first agency from India to be named Agency of the Year at Cannes Lions.
Dentsu Asia Pacific was also shortlisted for Regional Network of the Year in tonight’s awards. (See more in winner’s list below.)
Crack the Code of Creative Effectiveness
Following the Cannes Lions, ANA, WARC, and Lions have announced a long-term research partnership to create a global framework that guides and supports brands in ‘Cracking the Code of Creative Effectiveness’. The initial goal of the project is to address both the culture of effectiveness within organisations as well as the elements of campaign effectiveness. Other fundamentals of effectiveness, aligned with the ANA Global Growth agenda’s Brand, Creativity and Media pillar, will be incorporated into the creation of the roadmap and foundation for the practice.
The plan is to use insights from the ANA, WARC and Lions, and leveraging work from award-winning marketers over the course of the next 12 months, the partnership will work together to create a framework CMOs and brands can follow for effectiveness and creative excellence leading to long term success.
To kick-start the project, on-stage interviews were conducted at the Cannes Lions International Festival of Creativity at the WARC session ‘What Does it Take to Build a Culture of Creative Effectiveness’.
Mediaweek Cannes Lions coverage
Cannes Lions Festival of Creativity: Day 1 and Ukraine’s fight for freedom
Cannes Lions International Festival of Creativity: Day 2 starts to heat up
Cannes Lions International Festival of Creativity Day 3: Actors and virtual worlds
Cannes Lions International Festival of Creativity Day 4: Avatar innovation
Cannes Lions Friday: Day 5
A quick round-up of some of the notable sessions on the last day of the festival included a session with IKEA where Ann Krogh, CMO IKEA Denmark, and Adam Kerji, CCO Accenture Song Nordic, shared what it takes to assemble a global movement, where customers in 28 countries around the world brought back preloved furniture to IKEA’s circular hubs on their journey to find new owners and homes.
TikTok was a focus late in the morning when TikTok global head of marketing Sofia Hernandez introduced TikTok creators and told how some brands are making waves by using the platform to break away from traditional marketing avenues to reach new audiences.
As Friday afternoon rolled on organisers seemed to select subjects that might keep some attendees from the bar with a focus on sport (Bold and Undeterred – The NFL is Transforming its Brand) and grog (Unleashing Creative Potential to Reimagine What a Beer Company Can Be).
Axios and Zefr afloat in the Port of Cannes
One of the more interesting partnerships during the week was US newsbrand Axios partnering with software company Zefr for sessions on a yacht docked in the Port of Cannes.
Sessions included Axios media reporter Sara Fischer with a number of interviews. They started on Monday with Snap. Inc CEO & co-founder Evan Spiegel.
Wednesday featured a session called Media Trends: Reaching New Audiences with New York Times CEO Meredith Kopit Levien and president of US advertising sales and marketing at TelevisaUnivision Donna Speciale.
Tomorrow in Mediaweek
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Special Cannes Lions awards
Creative Company of the Year (formerly Holding Company of the Year)
1. WPP
2. Omnicom
3. Interpublic Group
Network of the Year
1. Ogilvy
2. FCB
3. DDB Worldwide
Independent Network of the Year
1. Serviceplan Group
2. GUT
3. Rethink
Independent Agency of the Year
1. We Believers, Brooklyn, USA
2. Serviceplan, Munich, Germany
3. 4creative, London, United Kingdom
Palme d’Or
1. Smuggler, USA
2. ICONOCLAST, Germany
3. Somesuch, United Kingdom
4. Virtue Worldwide, USA
5. Zauberberg Productions GmbH, Germany
Creative Brand of the Year
1. Burger King
2. Vice
3. Apple
Regional Network of the Year – Asia Pacific
1. Dentsu
2. Ogilvy
3. Leo Burnett
Regional Network of the Year – EMEA
1. Publicis Worldwide
2. Ogilvy
3. BBDO Worldwide
Regional Network of the Year – Latin America
1. Ogilvy
2. DDB Worldwide
3. VMLY&R
Regional Network of the Year – North America
1. FCB
2. Leo Burnett
3. VMLY&R
Agency of the Year – Classic
DAVID, Madrid, Spain
Agency of the Year – Craft
Serviceplan Germany, Munich, Germany
Agency of the Year – Engagement
AFRICA, DDB, São Paulo, Brazil
Agency of the Year – Entertainment
VMLY&R, São Paulo, Brazil
Agency of the Year – Experience
Dentsu Creative, Bangalore, India
Agency of the Year – Good
DDB México, Ciudad de México, Mexico
Agency of the Year – Strategy
FCB Canada, Toronto, Canada
Independent Agency of the Year – Classic
We Believers, Brooklyn, USA
Independent Agency of the Year – Craft
Serviceplan Germany, Munich, Germany
Independent Agency of the Year – Engagement
Jung von Matt DONAU, Vienna, Austria
Independent Agency of the Year – Entertainment
Mirimar Los Angeles, USA
Independent Agency of the Year – Experience
We Believers, Brooklyn, USA
Independent Agency of the Year – Good
1. Edelman, New York, USA
2. We Believers, Brooklyn, USA
Independent Agency of the Year – Strategy
Rethink, Toronto, Canada