P&G Wins Brand Marketer of the Decade at Cannes

The Cannes Lions International Festival of Creativity honored Procter & Gamble with a new award this week: Brand Marketer of the Decade. The festival—which draws members of the ad industry from all across the globe to Cannes, France, each summer but was shifted online this year due to Covid-19—released its first Creativity Report of the Decade. Brands and agencies were honored for the cumulative award-winning work that they've done over the last 10 years. In addition to ranking in the top 10 for the festival's annual Brand Marketer of the Year award every year since 2010, P&G won a whopping 243 awards at Cannes during that time period. That includes seven Grands Prix, one Grand Prix for Good, three Creative Effectiveness Lions, two Titanium, 49 Gold, four Glass, 77 Silver and 100 Bronze Lions. The award-winning work was delivered with "humor and dedication to social and environmental issues throughout," the festival said in a statement. Nike took second place in the brand marketing category with Volkswagen landing third. “It’s as important now, as ever, to continue to use our voice and creativity to be a force for good, a force for growth and a force for change," said P&G chief brand officer, Marc Pritchard. "On behalf of all of our P&G brand builders and creative partners, P&G is so humbled and honored to be recognized as the Lions Brand Marketer of the Decade.” Over the past decade, P&G brands have run the gamut from hilariously silly to poignantly somber—and they haven't shied away from some of the most difficult issues facing cultures in the U.S. and around the globe. From starting conversations on race and gender to pushing to end anti-LGBTQ bias, P&G brands have firmly placed their bets on purpose-driven marketing. One example of the brand's work, highlighted during the award presentation, is "The Talk," which P&G created with BBDO New York. The 2017 campaign highlighted the ways that Black parents prepare their children to live in a racially unjust society. [kickout id="4"] Since then, P&G has built the campaign out into a series on bias in American culture with several followup spots with similar titles, such as "The Look," released last summer, and this year's "The Choice" and "The Pause." Several other award-winning campaigns were also highlighted in the presentation, such as "Touch the Pickle," a campaign against period taboos by P&G menstrual pad brand Whisper. Similarly, the festival pointed out the "Like a Girl" campaign from feminine care brand Always, which opened up a much-needed conversation about gender bias in the U.S. when it aired in 2014. Tide's 2018 Super Bowl campaign, "It's a Tide Ad," was also noted for its ingenuity. [kickout id="1" label="touch the pickle"] [kickout id="2" label="like a girl"] [kickout id="3" label="tide"] Here's a full list of winners: Agency of the Decade 1st place: AlmapBBDO São Paulo 2nd place: Wieden+Kennedy Portland 3rd place: BBDO New York Independent Agency of the Decade 1st place: Wieden+Kennedy Portland 2nd place: Droga5 New York 3rd place: Forsman & Bodenfors (Years 2010-2016) Network of the Decade 1st place: BBDO Worldwide 2nd place: Ogilvy 3rd place: DDB Worldwide Holding Company of the Decade 1st place: WPP 2nd place: Omnicom 3rd place: Interpublic Group Palme d’Or of the Decade [Production] 1st place: MJZ USA 2nd place: Smuggler USA 3rd place:O Positive Films USA Brand Marketer of the Decade 1st place: Procter & Gamble 2nd place: Nike 3rd place: Volkswagen Regional Agency of the Decade—Middle East & Africa 1st place: VMLY&R Dubai née Y&R Dubai 2nd place: TBWA\Hunt\Lascaris Johannesburg 3rd place: Ogilvy Johannesburg Regional Agency of the Decade—Europe 1st place: adam&eveDDB London 2nd place: AMVBBDO London 3rd place: Ogilvy Paris Regional Agency of the Decade—Latin America 1st place: AlmapBBDO São Paulo 2nd place: Ogilvy Brasil São Paulo 3rd place: VMLY&R née Y&R São Paulo Regional Agency of the Decade—Pacific 1st place: Colenso BBDO Auckland 2nd place: Clemenger BBDO Melbourne 3rd place: Leo Burnett Sydney Regional Agency of the Decade—Asia 1st place: Dentsu Inc. Tokyo 2nd place: Hakuhodo Inc. Tokyo 3rd place: Ogilvy Bangkok Regional Agency of the Decade—North America 1st place: Wieden+Kennedy Portland 2nd place: BBDO New York 3rd place: Droga5 New York

Cannes Lions

Cannes Lions Crowns Procter & Gamble Brand Marketer of the Decade

The CPG giant has won 243 awards at the festival over the last 10 years

Kathryn Lundstrom

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Kathryn Lundstrom