Cannes Lions / Agency winners
Ogilvy retains title as network of the year
The Ogilvy network has won Network of the Year at the Cannes Lions festival for the second year in a row.
WPP, which owns Ogilvy & Mather, snagged the award for Holding Company of the Year, followed by Omnicom and Publicis. WPP's most awarded agency at Cannes this year was the São Paulo-based outpost of Ogilvy & Mather, which won the prize of Agency of the Year, after being recognised for Real Beauty Sketches for Dove and Sports Club Recife's Immortal Fans.
Tham Khai Meng, worldwide chief creative officer at O&M, said: 'We are all stunned, shocked and thrilled to be awarded this honour for the second year running. It ranks alongside being struck by lightning twice. I would like to thank everybody who contributed: the juries for their hard work and long hours; the winning teams for their passion and daring; our clients for their courage and trust; the organisers of the Cannes Lion festival for championing the creative industry with such panache.'
McCann, Melbourne, and AlmapBBDO, São Paulo were runners up in the agency of the year category.
Wieden+Kennedy took up two places in the list of top three independent agencies, with the Portland office claiming the top spot, and New York in third. Munich-based Serviceplan nabbed the second place.
Meanwhile, BBDO Dusseldorf claimed the Grand Prix for Good with its Ant Rally campaign for WWF Germany. The agency laser-cut messages, such as 'Save the Trees', onto leaves to make it appear as if leafcutter ants at Cologne zoo were 'protesting' against the deforestation of the rainforest, and thus their habitat, with tiny banners.
MJZ, Biscuit Filmworks, and O Positive Films, all from the USA, were honoured with the production company prize Palme d'Or. OMD Australia, Sydney, won the prize for media agency of the year.
In addition to the official awards, Contagious wanted to recognise the contributions agencies have made to the Cannes social scene. While Ogilvy may have dominated the social media sphere, we think the award for Best Agency Self-Promotion should go to Leo Burnett and its ShowUsYourBling promotion, which invited Lion winners to connect with the agency to receive a VIP experience, from a free bottle of rosé at the Carlton to cutting the line at the Gutter Bar to free massages and helicopter rides. Around 60 experiences were redeemed. One frustrated recruiter summed the challenge up thusly: 'Even if they don't go for a job at Leo's, it's a £40k pay rise they're looking for from us.'
And for the accolade for Best Party, that goes to Massive for its Great Animmmmal Migration party hosted with MediaMonks. After years of doing it big, Massive finally did it big and badass. Not only was everyone relatively fresh on Wednesday, but Massive had all sorts of spectacle on hand. Sexy furries duked it on in a boxing ring. A wolf-boy swung on a swing above the dance floor throwing feathers from a pillow, and a pair of guys dressed as roast chickens did the Running Man. Heineken dropped off a few hundred music-and-chinking-synced Ignite bottles as the clock struck 1.