Agencies, brand marketers win big on Cannes Lions Live finale
Despite the tough times that the world is grappling with currently, it was a harvest of awards and honours for agencies, brand marketers and companies, as the curtain fell on Cannes Lions Live, recently. After some thought-provoking sessions over the course of five days, the finale day was all about fantastic wins.
Almap BBDO São Paulo took home the Agency of the Decade, followed by Wieden+Kennedy Portland in second and BBDO New York in third. WPP won the holding company honour, with Omnicom coming in second and Interpublic in third. Meanwhile, BBDO Worldwide won the Network of the Decade, followed by Ogilvy and DDB Worldwide.
Wieden+Kennedy Portland clinched the Independent Agency of the Decade, with Droga5 New York as runner-up, followed by Forsman & Bodenfors. Procter & Gamble won the decade list among brand marketers, followed by Nike in the second spot and Volkswagen in third. The Palme d’Or of the Decade went to MJZ, with Smuggler coming in second and O Positive landing at third. Founder of the New York advertising agency, Wells Rich Greene, in 1966, Mary Wells Lawrence won 2020’s coveted Lion of St. Mark, awarded for lifetime of services to creativity in communications.
In terms of sessions, Susie Walker, Head of Awards at Cannes Lions, presented a guide to creative survival. The session shed light on how the industry has weathered tough times before and creativity bounces back but how is this recovery different. Walker has trawled thousands of Cannes Lions winners in The Work to identify how creative communications responded to periods of economic turmoil, from the 80s to the 2000s. She mulled over what trends and tactics worked then, and which will work now and creative trends that are set to accelerate.
Every year at Cannes Lions each Jury President is asked to put together a President’s briefing for their jury – a set of guiding principles used to assess every piece of work. Looking ahead to 2021, Simon Cook, MD of Cannes Lions invited the President of the Film Lions, adam&eveDDB’s Richard Brim who shared what that briefing looks like today and how the Film Lions category is set to evolve in response to changes in the wider world at present. Brim shed light on the new trends he’s keeping an eye on, and looked back at some of the award-winners that moved the industry forward, helping set the standards of exceptional creativity that the category demands today.
The CMOs in the Spotlight session had Pedro Earp is the Chief Marketing Officer for AB InBev speak to Dana Anderson, Chief Transformation Officer of MediaLink on how they’re managing remote leadership in lockdown and whether the world of marketing will really change forever.
Moreover, YouTube Creative Director Ben Jones took a look at the new opportunities–and challenges– that 2020 has revealed and how the algorithm needs more help from the imagination to open up new ways of storytelling. He observed why most made the same COVID ad and what it means for the future of data and creativity.
To be sure, our world has changed forever and so must marketing. On similar lines, Marcel Marcondes, Chief Marketing Officer of Anheuser-Bush USA shared his vision for marketing in today’s culture and what it takes for brands to earn peoples’ belief and trust.
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