The Advertising Association has hailed the UK’s performance at this year’s Cannes Lions Festival of Creativity, with a new analysis revealing that UK businesses recorded the second highest number of Lions wins globally, while playing a part in nearly one in three of all Lions wins worldwide.
According to the report, complied by the AA and Credos, the UK was involved in 183 Lions-winning entries, with 96 UK-led submissions, plus 87 wins where UK contributions were credited from a total of 640 awards.
In fact, UK advertising and marketing services organisations were credited 523 times across Lions-winning work this year, a figure that the AA insists underscores the strength of the sector and its extensive influence on campaigns around the world.
The industry body also reckons that the awards win data highlights the UK’s role as an essential hub for global production, media planning, PR, and co-creative execution, reflected in partnerships where UK organisations are credited, spanning markets including the United States, Canada, Singapore, Spain, the Netherlands, Italy and Brazil.
The analysis reveals that UK agencies submitted a total of 1,866 entries and converted over 249 shortlisted entries into 96 total Lions, achieving an overall competitive win rate of 13%.
The AA and Credos count of UK wins includes one titanium, seven grand prix, 15 gold, 30 silver, and 41 bronze awards, plus one Independent Agency of the Year and one Palme d’Or. Top-tier creative accolades included grand prix winners The KitKat Heist (pictured), Expedition Impossible, and The Periodic Fable.
Outdoor led the performance with 18 Lions, followed by film (12), PR (eight), design (eight), and social and creator (seven). Meanwhile there were around five wins each in brand experience and activation, media, direct, and creative strategy.
Advertising Association chief executive Stephen Woodford, CEO said: “It’s fantastic to see the success of UK Advertising at Cannes Lions this year, with the UK recording the second highest number of Lions wins globally. This brilliantly underlines our position as a truly global hub for best-in-class work.”
Advertising Association international trade director Aisling Conlon added: “Our new campaign, Where Creativity Works, reflects what UK Advertising delivers every day.
“Our creativity drives commercial impact for brands around the world, and when work delivers at that level, it is also recognised at Cannes Lions, advertising’s biggest global awards stage.
“This latest analysis shows the UK’s contribution to Cannes Lions winning work extends far beyond our own entries, reinforcing the UK’s position as one of the world’s leading creative partners.”
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