Omnicom, BBDO Worldwide, Mediacom, Apple lead Cannes Global Creativity Report 2018
Mediacom was ranked number one as media network of 2018 followed by Omnicom Worldwide, Mindshare, UM and PHD Worldwide
The Cannes Lions International Festival of Creativity has released its annual Global Creativity Report, providing in-depth analysis and rankings from the 2018 awards. Mars retained its place as the most awarded client, while Apple Inc. had their strongest year, seeing their first ever placement in the Top 20 Clients, ranking in third with 25 Lions and two Grands Prix, and taking the top spot in the Consumer Electronics rankings. P&G, Nike and Burger King were second, fourth and fifth in the Top 20 brands list.
Brand Experience & Activation Lions Jury President and Global Creative Chairman for McCann Worldgroup, Rob Reilly commented, "Apple for decades was known as somebody who makes magical products. Now I feel they’re making magical experiences, and important experiences.”
WPP, the holding company that held the top position for last three years- 2015, 2016 and 2017, came down to rank two with Omnicom leading the list in 2018.
BBDO Worldwide was named as the network of the 2018 followed by Ogilvy, DDB Wordwide, McCann Worldgroup and TBWA Worldwide.
The report shows that one of the most changed rankings is the Top 20 Independent Agencies, where Jung von Matt Hamburg, who failed to rank in the Top 20 last year, knocked Droga5 New York off the top spot. Wieden+Kennedy London returned in third place after being absent since 2015, while Mother London ranked at fifth after a two year absence. There were an impressive nine newcomers in the Top 20 which included JohnXHannes New York, N=5 Amsterdam, Cummins&Partners Sydney, BBC Creative London, 23 Stories x Condé Nast New York, Eleven San Francisco, King James Group Cape Town, DUDE Milan, and History Will Be Kind Sydney.
Mediacom was ranked number one as media network of 2018 followed by Omnicom Worldwide, Mindshare, UM and PHD Worldwide. Last year, OMD Worldwide had lead this list.
“It is a definitive set of rankings that capture the global creative communication zeitgeist. It not only gives a temperature check on the industry but serves as an invaluable benchmarking tool for anyone wishing to accelerate their creative capability in order to drive business performance. The report represents a moment in time. An opportunity to take stock and celebrate - but it’s also about the future; a resource that empowers an increasingly diverse, global community to collectively raise their creative bar,” said Simon Cook, VP Creative Excellence, Cannes Lions.
“We saw huge engagement from brands this year as they continue to recognise the value of creativity in driving their business and brand reputation,” said Philip Thomas, Chairman, Cannes Lions. “It’s been interesting to see the shifts in the Top 20 Clients as a result of this, including AB InBev ranking in the top 20 for the first time, McDonald’s climbing up the table to sixth which is their highest held rank to date, and Volvo returning after a one year absence. As clients continue to invest in creativity and drive it through their brand, this is an unfinished story which will shift and evolve over the coming years.”
The rankings, which are verified by PwC, are a result of rigorous processes, global entries and elite jurors, and dissect the awards across Lions, brands, geography and individuals, providing an overarching insight into the industry’s performance and evolvement.
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