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Cannes Lions honours creative geniuses of the decade

WPP becomes the Holding Company of the Decade, BBDO Worldwide is the Network of the Decade

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NEW DELHI: Celebrating the pathbreaking, inspiring, and world-class creative work in the field of advertising, Cannes Lions, in association with WARC, has launched its “Lions Creativity Report of The Decade” on the final day of its first-ever virtual festival. 

Presenting the report to the masses, Cannes Lions head of awards Susie Walker wrote, “The creative companies and brands ranked here have consistently produced game-changing work - and it takes more than one creative vision to produce that kind of sustained creative success. The client-agency collaborations that last longest, work best. That ours is and always was, an industry built on relationships is our best starting point for recovery.” 

WPP was named as the Holding Company of the Decade, which has won the annual award in the category for a total of six times, since the announcement of the category in 2011. Over the decade WPP agencies have amassed over 40 Grands Prix, five Creative Effectiveness Lions, eight Titanium, 464 Gold, one Glass Lion, four Innovation Lions, seven Product Design Lions, 844 Silver and 1,385 Bronze Lions. Omnicom and Interpublic Group acquired the second and third rankings, respectively. 

Some of the iconic work by WPP covered in the report includes Real Beauty Sketches created by Oglivy Sao Paolo for Unilever’s Dove in 2013, Magic of Flying billboard created by Ogilvy London for British Airways in 2014, and, Healthy Hands Chalk Sticks by Ogilvy Mumbai for ITC Savlon in 2018. 

The Network of the Decade honour was bestowed upon BBDO Worldwide for being awarded best network for four of the last ten years and never dropping below fourth place over the decade. Over the past decade, BBDO Worldwide has amassed over 16 Grands Prix, four Creative Effectiveness Lions, three Titanium, 150 Gold, four Glass, 281 Silvers and 471 Bronze Lions.  The runners up in the category were Ogilvy and DDB Worldwide, respectively. 

The selection of best work from BBDO Worldwide in the report includes The Ant Rally Worldwide Fund by BBDO GERMANY Düsseldorf for Nature WWF in 2013, Touch the Pickle by BBDO Mumbai for Procter & Gamble in 2015, and Meet Graham by BBDO Melbourne for Transport Action Commission in 2017. 

Palme d'Or Of The Decade, for the  production company that obtains the most points for winning and shortlisted entries in the Film, Film Craft, Entertainment (Section A), Social & Influencer, Mobile and Digital Craft Lions, in addition to select Lions Health mediums, was picked by MJZ USA, which has won two Grands Prix, one Titanium, 25 Gold, 41 Silver and 64 Bronze Lions. The runners up were Smuggler USA and O Positive Films USA. 

Some of the great work by the winner showcased in the report includes, Muscle Music for Old Spice (2013), The Man Your Man Could Smell Like for Old Spice (2010) and Possibilites for Nike (2014). 

Other winners include:

Brand Marketer of the Decade  -- Procter & Gamble 

Independent Agency of the Decade -- Wieden + Kennedy, Portland 

Agency of the Decade – North America won by Wieden+Kennedy, Portland 

Agency of the Decade – Latin America won by Almap BBDO, Sao Paulo 

Agency of the Decade – Asia won by Dentsu Inc., Tokyo 

Agency of the Decade – Pacific won by Colenso BBDO, Auckland 

Agency of the Decade – Europe won by adam&eveDDB, London

Agency of the Decade – MEA won by VMLY&R, Dubai

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