Mars Wins the Most Lions at Cannes Festival 2018 | Mars Inc.
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MARS IS THE MOST-AWARDED CLIENT AT CANNES – AGAIN!

07/06/2018

That’s a wrap! The international advertising industry has made their annual trek to the south of France for a week at the Cannes Lions Festival, celebrated the year’s great work, shared latest thinking about the future of the industry, and come away inspired by the creativity and innovation from partners and peers.

And this year we’re very proud to say that once again, Mars won more Lions than any other advertiser, 27 to be precise!

As always, the competition was incredibly impressive. And this year, there were different ways to calculate overall performance, but no matter how you slice it, Mars finished in the top five of all advertisers in Cannes, which is a testament to the great work being done in our markets and segments, as well as our strategic partnerships with BBDO, Omnicom and Mediacom – our key partner agencies that won agency/networks of the year.

Across different categories, we won four Gold Lions, seven Silver Lions, and 16 Bronze Lions, and had 29 submissions short-listed. We are particularly proud that of the 27 Lions, 63% were for digital/mobile ideas.

To highlight just a few of the winners, in Mars Wrigley Confectionery, the Skittles® Superbowl campaign Exclusive the Rainbow won no fewer than 10 Lions, including two Gold Lions. This broadly talked-about campaign also had its moment on stage when actor David Schwimmer joined our very own Rankin Carroll, President of Fruity Confections in Europe.

Snickers® also built on the successes of last year, with Lions in TV/Cinema, Radio, Creative Effectiveness as well as Social Influencers and Content Marketing categories.

In Petcare, Pedigree® led the way with SelfieStix, Child Replacement Programme and Dogs for Dogs sweeping Lions across the Mobile, Design, Creative Effectiveness, Brand Experience and Activation categories. The Curios Cat Book by Whiskas® also won Bronze in Print and Publishing.

Asides from the awards, Mars and our leaders were very visible across various panels and top-tier industry media, such as AdWeek, The Economist, Campaign and others.

When the Economist reporter asked our CMO Andrew Clarke to discuss the biggest marketing wakeup call for the year ahead, he had this advice: “Act like a startup. Stay as close as you possibly can to your consumer and your customer. Be agile. Be nimble. Test and learn. Act as though you’re the entrepreneur. That proximity to the consumer is key.”

Meanwhile, a reporter from AdWeek posed this question: What advice would you give (readers) to help you do your job better and their job better? “If I woke up tomorrow and could make a problem go away...it would be gender diversity,” Andrew responded. “I think we’re talking a lot about it as an industry and we’re making positive strides at Mars, but it would be wonderful if we could all lean in together and drive that to the next level (so) we just weren’t having the conversation in a year’s time.”

On YouTube, check out these quick tip clips from Andrew about why we look at our marketing challenges with excitement, the advantage of being able to “think in generations, not quarters,” and why “we’re proud to do the right thing.”

Another major highlight from Cannes was the announcement of the Lion’s Share Fund, where we’re a founding partner of an initiative backed by the United Nations Development Programme, aimed to see partners contribute 0.5 percent of their media spend to the fund for each advertisement they use featuring an animal. Those funds will be used to support animals and their habitats around the world.

Congratulations to all of our clever, creative, committed marketing geniuses for another winning year at Cannes!