The first thing one thinks in view of the list of winners of the 58th International Festival of Creativity, held recently in Cannes (France), is that Asian countries are climbing up positions fast, also in the field of creativity, when it comes to communication. This fact is widely proven by the Lions won by agencies in the region in this Festival, which is the most international of all those who exist in the world by the number of participating countries, 90 coming from the five continents, the number of entries, 28.828, in the latest edition, and the breadth of the subjects dealt with both in the competition and the seminars held on it sidelines.
Digging up in Cannes Lions’ history
Those who have been attending to the Festival for years, have witnessed the presence of some Asian countries in the list of winners. Sometimes top awarded. I remember the two or three Grand Prix won by Japan, some time ago, and the Grand Prix in Cyber which won Dentsu in the 2010 edition by Uniqlo Lucky Switch. I remind also, for example, Singapore and Malaysia awards. New Zealand and Australia are doing quite well for some time and I don’t mention here South Africa because this country is located in another continent. This is a country to take into account, though. India has been percolating in the list of winners for long now.
We have counted one by one the important awards obtained by Australia, New Zealand, India, Singapore, Thailand and United Arab Emirates in this call, apart from some other Lions achieved by countries in the Asia-Pacific region. An actual boom full of Lions with the most diverse furs and under a wide range of categories.
China has ascended to Cannes Lions heaven with a Samsonite suitcase, winning for the first time in this Asian coutry’s history one Grand Prix under the Press section, as well as other several awards.
Korea – I think that also for the first time – premieres this year with a Grand Prix in Media.
Australia did its best winning a Grand in Public Relations. Both the rise in entries and the number of awards smells that in the comming years AsiaPacific will.
In view of the increase of the participation and the number of awards won, one has the impression that in the coming years Asia Pacific is punching on the table and going straight to the forefront. Just let’s wait and surely will see.
About 2011 Grand Prix list
We must mention the magnificent Grand Prix harvest obtained by the United States, a total of seven. South Africa follows with three. Then there comes Romania, with two. It is possibly the first East European country to get this kind of distinction. And, at last, but not least, the Netherlands, Australia, United Kingdom (got the Efficiency Grand Prix), China and Korea were awarded one. The jury bestowed no Grand Prix in the Titanium category.
Uncle Sam with the largest number of entries- a total of 4.065 – definitely overcomed. In addition to the seven Grand Prix mentioned above, this country hunted this year a total of 166 Lions (47 Gold 42 Silver and 67 Bronze, as well as a Titanium Lion).
The United Kingdom, with less than half of the US amount of entries – 1922 exactly – and far under that of Brazil, scored second in the creative world, after winning 83 Lions – 26 Gold, 20 Silver and 37 Bronze – besides a Grand PriX in the Creative Effectiveness category.
It happens the same year after year since I can remember and, once again, I speak of the absolute Anglo-Saxon dominance in this Festival. Even more if we bear in mind that Australia, New Zealand and India are members of the Common Wealth. I say that English Speaking countries dominate, others will keep on talking about an imaginary Anglo-Saxon lobby.
Creativity instead of advertising and a somewhat retro Lion of St. Mark
The event began in 1953. It was a competition just for TV spots and Cinema ad films.
Cannes and Venice alternated each year as the Festival headquarters – hence the Lions, which are those of San Marcos. Today the Festival welcomes and honors practically everything what it is, moves and breathes in the world of the commercial communication, whether work, companies or people. That is why this year the event has changed its name. This summit will no longer be the International Festival of Advertising but The International Festival of Creativity. Everything worth that exists, moves and breathes in these areas become the subject of attention of the Festival, which keeps on innovating year by year and therefore is becoming more and more complex, as well as wide to get lost within.
The lastest section incorporated in 2011 – it makes the 13th – has been Creative Effectiveness. And the lastest award added, also in this 58th Edition, to the already wide range of Special Awards, is called the Lion of St Mark. This smehow retro Lion has been created to celebrate and honor the individual contribution to creativity. And the first winner has been the almost legendary Sir John Hegarty, Global Creative Director and co-founder of the ad agency Burton, Vogel & Hegarty.
Who broke the pinata
Just a review on the Special Awards tells which agencies broke the pinata.
The Direct Agency of the Year award went to Ogilvy, Buenos Aires (Argentina). Akestam Holts, Stockholm (Sweden), and Ogilvy Sao Paulo (Brazil) followed Ogilvy in this position. The Media Agency of the Year award wen to Jung von Matt Hamburg (Germany). Cheil Worldwide, Seoul (Korea) was the second. The Independent Agency Award was awarded to Wieden + Kennedy, Portland (United States), Droga5, New York (USA) scored second, and Jung von Matt Hamburg (Germany) the thitd. AlmapBBDO, São Paulo (Brazil) won the Agency of the Year prize, Wieden + Kennedy, Portland (United States), and BBDO, New York (United States) were second and third respectively. The recognition as a Network of the Year was bestowed to AlmapBBDO, São Paulo (Brazil). In second and third place respectively they were Wieden + Kennedy, Portland (United States), and BBDO in New York City (United States).
The Holding Company of the year Award went to WPP. Omnicom and Publicis Groupe scored second and third.
Many of the names are surely familiar to us all, because it is not the first time that these agencies have done a good hunt in recent editions of Cannes Lions.
Most of them are multinationals with shops in Asia-Pacific and other developing countries. But among emerging countries, jus one has won an special award, Brazil, located in Latin America. Still no hint of Asia-Pacific in the special Lions chapter. Of course, leaving aside the second place already achieved by Korea (Cheil Seoul) in the Media Agency of the Year, and attending to the evolution, who knows in the coming future.
Image over the headline.- Heaven and Hell (Grand Prix Press Cannes Lions 2011) © JWT Shanghai.
Related Eastwind Marketing links (English edition):
North American Cyber Gala and first ever Chinese Press Grand Prix at Cannes Lions
http://www.eastwindmarketing.es/blogs/eastwindmarketingycomunicacion/en/2011/06/23/north-american-cyber-gala-and-first-ever-chinese-press-grand-prix-at-cannes-lions/
Related Eastwind Marketing links (Spanish edition):
Cannes Lions 2011: España, buena caza, pero sin grandes piezas
http://www.eastwindmarketing.es/blogs/eastwindmarketingycomunicacion/2011/07/20/cannes-lions-2011-espana-buena-caza-pero-sin-grandes-piezas/
Related external links:
Cannes Lions 2011-Lions Daily News speaks to Yang Yeo, JWT (as published on Adobo Magazine)
