Jun,2012

Mars Comments On Receiving 2012 Cannes Lions Advertiser Of The Year Award

Mars Comments On Receiving 2012 Cannes Lions Advertiser Of The Year Award
Friday, 22 June, 2012
Cannes, France

Mars advertising campaigns have been widely honored at this year’s Cannes Lions Festival of creativity.  On Saturday 23 June, Bruce McColl, chief marketing officer, Mars, Incorporated will accept the Cannes Lions award for Advertiser of the Year on behalf of Mars, who also won seven other Lions at the festival. 

Ahead of accepting the award, McColl along with Chuck Brymer, president and chief executive officer of DDB and Andrew Robertson, president and chief executive officer of BBDO Worldwide offered a rare and exciting opportunity to hear from three leading industry figures on how client and agency partnerships produce great marketing. 


Sneak Peak Into New TWIX® Global Creative Work

As an example of MARS’ approach to marketing, in partnership with BBDO, MARS provided a sneak peek into the new TWIX® global campaign.  The work will officially launch in Germany and the US in July, and then be rolled out to other markets in the following months.  The campaign taps into a universal consumer insight involving rivalries, and how people naturally like to pick sides.  Given TWIX is best known for its two fingers, the campaign literally creates a rivalry between the “Left TWIX” and the “Right TWIX”, putting TWIX at the heart of a great story.

Details on campaign elements/channels and timing will be shared by each market beginning in July and the coming months. 

For images of the TWIX campaign, please visit http://www.mars.com/global/press-center/media-library.aspx


Quotes

Mars reaction to receiving the award

Commenting on the award, Paul S. Michaels, president, Mars, Incorporated said; “We are grateful for the recognition of the Cannes Lions Advertiser of the Year award. This award is a testament to the fantastic work of our Mars Associates and our agency teams at BBDO and DDB. Ultimately great advertising is effective advertising, particularly when I see sustained growth on 80 year old brands such as SNICKERS® as an example. Outstanding creativity connects with consumers across generations, geographies, cultures and languages and I am proud of the work being generated on our whole portfolio of iconic brands.”

Mars marketing culture

Bruce McColl, chief marketing officer, Mars, Incorporated believes that “powerful ideas travel fast. Our PEDIGREE® Dog Adoption campaign was born in the US and was rapidly embraced in over 40 markets. We want talented people working on real time business challenges. When they find a solution that works, their global colleagues are eager to share in that success. It is why we value people that can both develop and recognize great work.  Mars harnesses the power of partnerships. That’s the secret of our success. The courage of our agencies and the bravery of our marketers.” 


Cannes Lions congratulate Mars

“Mars’s creative and skilful approach to the brand communication of its diverse product portfolio has been rewarded at Cannes for many years,” says Philip Thomas, Cannes Lions CEO. “Lions have been won for work from countries as diverse as France, the US, the UK, Brazil, South Africa, Portugal, Chile, and many more - a testament to a company which truly embraces creativity and demands outstanding work from its agencies. We congratulate all the marketers at Mars, as well as their agency partners around the world, on this well-deserved honor.”


Andrew Robertson, president and chief executive officer, BBDO

"Mars knows how advertising works.  And how great work works great.  They have codified their model into a few really important principles - not prescriptions.  And they expect great, not good."


Chuck Brymer, president and chief executive officer, DDB

"We are extremely proud to be associated with Mars as they receive the well-deserved award for Advertiser of the Year. DDB shares common values with Mars: a belief that creativity is the most powerful force in business. In our time working with the Mars client, it is readily apparent that they believe in the power of their brands and in the power of creativity to positively impact their business. Mars not only talks about their desire to create great work but they also create an environment that puts the people, the agencies and the processes together to allow for inspired ideas to come to life that stand the test of time."


Mars at Cannes Lions

Since winning their first Cannes Lion in 1990, Mars commercials have gone on to win 78 Lions across different categories (11 Gold, 20 Silver and 46 Bronze Lions), as well as the Radio Grand Prix in 2007 for the SNICKERS® ‘Hoedown’ ad.  2012 Lions include:


PROMOTION & ACTIVATION LIONS

Award / Agency / Brand / Title / Country

GOLD – Best Use of Broadcast in a Promotional Campaign / Colenso BBDO   / PEDIGREE® / Donation Glasses / New Zealand

SILVER – Best Use of Games / AMV BBDO / 5™ Gum / The Night Jar / UK

BRONZE / BBDO Toronto / SKITTLES® / Touch the Untouchable / Canada

 

CREATIVE EFFECTIVENESS LIONS

Award / Agency / Brand / Title / Country

CREATIVE EFFECTIVENESS / AMVBBDO / SNICKERS® / You're Not You When You’re Hungry / UK


OUTDOOR LIONS

Award / Agency / Brand / Title / Country

BRONZE / BBDO Beijing / M&M'S® / Funky Duddies Outdoor campaign / China

 

MEDIA LIONS

Award / Agency / Brand / Title / Country

SILVER – Best Localized Campaign / Havas Sports and Entertainment / PEDIGREE® / The TV star that saved millions of dogs / Argentina

BRONZE – Best Use of Digital Media / Starcom / TWIX® / TWIX digital pause button / Australia

BRONZE – Best Consumer Engagement / TBWA London / SKITTLES® / Blue SKITTLES – Like The Rainbow / UK


Commenting on these latest awards and Mars’ presence at Cannes, McColl said:

“We are truly honored not only to have received the Cannes Lions 2012 Advertiser of the year Award, but to have had so many of our campaigns recognized at this year’s festival.  We are pleased to see that the combined efforts of our talented Marketing Associates and our innovative agencies are being rewarded.”


About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company.  In the 1920’s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the philosophy of a “mutuality of benefits” for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today. Based in McLean, Virginia, Mars has net sales of more than $30 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and approximately 70,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.


Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFE SAVERS® mints.  Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™, WISDOM PANEL™ and SERAMIS®. 


For more information, please visit www.mars.com.  Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars.

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