WPP’s Brand Union has launched what it claims to be the first brand-led award ranking at Cannes Lions 2015 in a bit to help brand marketers take back some of the credit they deserve for award winning creativity.
Toby Southgate, Brand Union’s recently appointed global chief executive, said that while “Cannes is not just an introverted, industry, backslapping event anymore” - 30 per cent of delegates are now brand side - it remains the place where agencies congregate to celebrate eachothers work. The clients often get forgotten.
However, “award winning work doesn’t just emerge from the ether. It is sponsored by clients who embrace creativity,” he said. And not forgetting that it’s the clients who effectively pay for Cannes.
“Behind each award-winner there’s a strategy, and an equally brave client that ultimately signs off the idea. We believe the brands deserve more recognition for the risks they take, and the creativity they enable,” Southgate adds.
The #BrandsinCannes project, launched today, uses a unique methodology to rank brand owners and their brands based on the number of Cannes Lions awards their campaigns scoop during the festival.
The results will be presented alongside the brands’ 2014 position, tracking success rates year-on-year.
Last year, Honda, Volvo, Terre Des Hommes, Chipotle Mexican Grill and Sony all made the top five followed by Harvey Nichols, Samsung, Volkswagen, Heineken and Nike.
The table will be updated at the end of the week (Friday 26 June) when the final winners are announced.