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To the Cannes Victor Go the Spoils

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Those celebratory late nights at the Gutter Bar are behind us. Now it's time to take a more clear-eyed view of whether the award-winning work at Cannes actually delivered on the objectives shaped by the marketers who bankroll the work-people, by the way, who increasingly have made their presence known at the annual sojourn.

Marketers started to pay attention to the festival after Procter & Gamble sent top marketing execs to France in 2003. Others followed suit. This year, reps from 400 client organizations attended, accounting for 15 percent of the delegate base, an amount expected to double within five years, according to Phil Thomas, CEO, Cannes Lions.

Clients "want a better understanding of what creativity can do for their brands," noted Thomas.

Their growing influence is being felt in the way Cannes recognizes work. For one, Thomas said the festival is considering the launch of a Creative Effectiveness Lion next year. While award applicants in some categories are asked to supply some proof of results, the new award would have a more precise mechanism to make the correlation. (The details are still being worked out.)
For now, it appears that a Cannes win doesn't necessarily boost sales.

For instance, P&G picked up the Film Grand Prix this year for Old Spice's "The Man Your Man Could Smell Like" spot from Wieden + Kennedy. Launched in February, it's racked up nearly 12.2 million YouTube views. But in the 52 weeks ended June 13, sales of the featured product, Red Zone After Hours Body Wash, have dropped 7 percent, per SymphonyIRI (this excludes those sold at Walmart). P&G execs were not available to comment.

Another hit was Gatorade's "Replay," which scored a Promo and PR Grand Prix; a gold Lion in Integrated; and a silver Lion in Media. TBWA\Chiat\Day brought back rival high-school football teams -- from Easton, Pa., and Phillipsburg, N.J. -- now in their mid-30s, to replay a game in April '09 in front of 15,000 fans. The promotional program, however, was launched in January '09. Fascination for the game didn't translate off-field: Gatorade sales fell 8.5 percent in the 52 weeks ended Jan. 24, per Mintel. (TBWA, however, said regional sales increased 63 percent after the game.)

But Lauren Fritts, Gatorade's manager, emerging content, pointed to a bonanza of free media: The event was named one of CNN's top stories of 2009 and picked up as a reality TV series by Fox Sports Net.

In other cases, a Cannes winner scored sales gains as well. For instance, Nike's "Chalkbot" campaign at the 2009 Tour de France from Wieden, which featured a machine that left inspiring, chalk-written messages on the course, coincided with a 46 percent jump in sales for Nike's Livestrong Collection, generating $4 million for Lance Armstrong's fight against cancer.

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