UK youths grab gold at Cannes Lions festival

Yewande Sokan and Georgia Lindsay

Maxus UK employees Georgia Lindsay and Yewande Sokan scooped the Gold Media Young Lions Award at Cannes Lions festival yesterday after developing a winning media strategy for Médecins Sans Frontières (MSF).

Polly Markandya, MSF UK's head of communication, who was responsible for setting the challenge said: “We set the teams a challenging brief to develop an innovative media campaign targeting younger audiences to encourage them to make regular donations to MSF.”

Competitors from all over the world entered the Young Lions award, each having to create an ad campaign targeting young people aged between 25 and 39 with a budget of £25,000 for MSF.

Sokan and Lindsay, who were selected to represent the UK after winning a competition organised by Guardian News and Media, focused solely on preparing young women for life’s challenges.

Lindsay Pattison, Maxus UK CEO said: “The Young Lions awards are our industry’s Olympics and showcase the best young talent from around the world. It’s an amazing achievement for Georgia and Yewande to win and they did this through their creative use of media strategy for Médecins Sans Frontières.

“At Maxus, we champion and invest in our young talent as clearly they are our future. Over 70 per cent of our team is aged under 30, so, to benefit from the next generation’s brightest talent, we work really hard to both attract and retain them.”

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