Cannes Lions: UK agencies miss out on top prizes
UK agencies will have to wait a little longer for their moment in the sun at Cannes after rivals from Romania and Australia picked up the Grand Prix prizes on the first night of the 2011 Lions Creativity Awards.
Proving the adage that you wait ages for a bus only to see two come along at once, McCann Erickson Bucharest became the first Romanian agency ever to win a Grand Prix at Cannes before repeating the feat later in the same night.
Its work for Kandia Dulce chocolate bars was deemed worthy enough to win the Grand Prix at both the Direct Lions and the Promo & Activation Lions which were held on Monday.
The night's other awards were the PR Lions, which saw Australian ad agency Clemenger BBDO Melbourne beat PR firms at their own game and take the Grand Prix for its work with National Australia Bank.
There were 55 winners in the Promo & Activation Awards, 57 in the Direct Lions and just 39 in the PR Lions.
While the Direct Lions and Promo & Activation Lions yielded little joy for UK outfits (just a solitary bronze for DDB London) there was at least some measure of British success at the PR awards.
Political Lobbying & Media Relations won two Gold Lions for promoting state education on behalf of the Durand Academy.
And there were Silver Lions for Hill & Knowlton London (client: Gedeon Richter Marketing), Onevoice London (Philips) and Burson-Marsteller London (The Royal British Legion).
Exposure Promotions London (Dr Martens) and TBWA\London (Adidas) won Bronze Lions.
So while it wasn't a wasted night for UK agencies, they will hope they have a little more to look forward to at Tuesday's Radio, Media & Outdoor Lions Awards.
The Drum will be in Cannes once again to bring you all the action. You can follow @camclarke on Twitter for updates throughout a busy day of seminars, events and awards on Tuesday.