Anyone wondering whether there has been anything for the UK data-driven marketing industry to cheer about from the much-hyped 2018 Cannes Lions International Festival of Creativity might not be too surprised that it is a case of “not a lot”, with British agencies failing to win a single Grand Prix across the three categories of Direct, Creative Data and Brand Activation.
McCann London has performed the best, picking up two golds, one in the Direct Lions and one in the Brand Activation Lions, for its “Xbox design lab originals: the fanchise model”.
Meanwhile Adam&Eve/DDB has won a gold in Creative Data for its “Gene Project Case Study” campaign for Marmite.
There have also been a smattering of silvers and bronzes, but the Grand Prix are proving as elusive as ever. The closest the UK has come has been a campaign for News UK and The Times, which won the top prize in the Creative Data Lions. However, this was devised by Irish agency Rothco, part of Accenture Interactive.
In fact, you have to go back to 2015 to find a UK agency which picked up the top prize in any of the three categories.
Grey London came out on top of the Brand Activation awards (then called Promo & Activation) three years ago for Volvo’s Lifepaint campaign. However, the activity was subsequently discredited after being banned by the Advertising Standards Authority.
One industry insider said: “Those who attend Cannes will tell you it is an essential week in the advertising industry calendar which is far more than just an awards bunfight. Others claim it is just an excuse to get pissed up on expenses. But you do have to wonder, if it was held at the Birmingham NEC, would it be quite so well attended and get quite so much coverage?”
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