Apple Is Cannes Lions’ 2019 Creative Marketer of the Year

Tech giant follows Google, Burger King

Apple won Cannes' 2019 Creative Marketer of the Year. Last year, among 25 Lions, it won a music Grand Prix for "Welcome Home," the HomePod ad directed by Spike Jonze and starring FKA Twigs. Apple
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The Cannes Lions Festival of Creativity announced this morning that Apple will receive the Creative Marketer of the Year honor at this year’s festivities in Southern France next month.

Tor Myhren, vp of marketing communications for the tech giant and former creative lead at Grey, will accept the award on Friday, June 21, the final day of the event.

Apple follows Google and Burger King, which won the award in 2018 and 2017, respectively.

According to the statement from Cannes and parent company Ascential, the award “recognizes an organization that demonstrates sustained creative excellence in the marketing of their products across multiple platforms and distinguishes itself by embracing collaboration between partners and agencies to produce truly outstanding creative communications and marketing.”

People familiar with the selection process said Cannes’ Creative Marketer of the Year designations are based primarily on two factors: the brand’s history as an award-winner and its willingness to play a prominent role in the festival itself.

Apple has indeed won a considerable number of Lions, beginning with the historic 1984 Super Bowl ad, which won the Grand Prix at Cannes that same year. More recent efforts include “World Gallery,” a series of out-of-home placements focusing on users’ photos as part of the “Shot on iPhone” campaign. That work took home five Lions and a Grand Prix in 2015. Last year alone the brand won 25 Lions, including a music Grand Prix for “Welcome Home,” the HomePod ad directed by Spike Jonze and starring FKA Twigs. Apple also picked up a Brand Experience & Activation Grand Prix and a Titanium Lion for in-store retail campaign “Today at Apple.”

“We are humbled to receive this prestigious award,” said Myhren in a statement. “Apple has always believed creative, passionate people can change the world for the better. We make tools for those people, and we make marketing for those people.”

Cannes managing director Simon Cook called Apple “highly deserving of the Creative Marketer of the Year award,” adding that the work created both by the company’s in-house team and its primary agency, TBWA\MAL, “consistently showcases creative excellence.”

“Apple Inc. has created a culture that drives marketing strategies that ensure that its customers are true ambassadors for Apple brands,” Cook said.

Cannes created the Creative Marketer of the Year designation in 1992. Additional past winners include Ikea, Mars, Unilever, Coca-Cola, McDonald’s, Samsung and Heineken.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.