Per Pedersen & the art of ‘killing your darlings’

The Founder and Creative of By the Network shares his idea of creativity in the modern context, the biggest threat to advertising, his company’s structure and much more

e4m by Neeta Nair
Published: Jun 22, 2022 8:44 AM  | 7 min read
Pederson

If you ask an average Joe about the similarities between a person serving coffee at Barista and an advertising creative, you will probably get a long list of dissimilarities. But try asking Per Pederson, Founder and Creative, By the Network, and he will tell you that in today’s world, they are almost the same.

Pederson, who is ex-Creative Chairman at Grey, has a whole different voice at the Cannes Lions 2022, one that is freedom loving, and passionately creative. The dispassionate involvements of tech companies, and consultancy firms has not gone down well with him, as he says that his current organization, By the Network, is not owned by a holding company and runs on creativity, above all else.

According to Pedersen, Cannes Lions 2022 is being overtaken by tech companies, and the lack of sensibility that they bring with them. That is quite ironic given the fact that the festival is called the International Festival of Creativity. So, what does Per Pederson’s modern and democratic By the Network look like from within? And does creativity really come to die at large agencies today? Per Pederson speaks with IMPACT at the hallowed grounds of Cannes Lions 2022.

You have been attending Cannes Lions for over 20 years now. Over the years what has changed here that you disapprove of?

Cannes 2022 is too much about the tech companies, they have invaded the festival. We will be dependent on what they are doing but the degree is now ridiculous. If you go outside to the Palais, you will see how they have wrapped up the walls with really ugly communication from tech companies. To me it is an insult to creativity that at the Mecca of Creativity you have the worst communication. Cannes deserves better. The organisers need to either get such companies to improve their standards or simply say no.

What do you think is creativity in the modern context? How has it evolved?

All good creatives are good at killing their darlings. You let go of the stuff that you, at some point really loved, but then we are in an industry that loves their darlings and are not killing them. Today you have big organizations, more than a thousand people in an agency run by a corporation. All of this made sense 20 years ago (or maybe it never made sense), but as a result a lot of people feel alienated, especially the young. Today they get into this industry thinking it’s a creative organization. But in reality, they walk into a grinder, it's like working at Starbucks where you produce the same coffee every day. So eventually it becomes a job, but creativity is not a job, it will never be a job.

At the fag end of the pandemic, we saw a lot of people, after a year of work from home, realizing that they didn't want to go back. Simply because there are other ways of doing things. Technology aided Zoom meetings, virtual networks, and you could team up on a project basis. Why would anybody go back to a factory and start serving Starbucks coffee again?

What, according to you, would be the biggest threat to advertising? You've mentioned two things – consultancies or the tech companies and holding companies. So, which amongst the two would be the bigger evil?

I think if you are a tech company, you will always be a tech company, if you are a consultancy, you will always be a consultancy. Even after you end up buying the most creative agency in the world, it doesn't change the fact that you are a consultancy. While that sort of coalition can be interesting, but at the heart of it, the owner always has the last word, and they want your creativity to support their consultancy product. So you're always going to play the second fiddle in the orchestra, if you can manage that conflict of culture, which I think is pretty evident, whether you are consultancy owned, holding company owned, or tech owned. If you can manage that, some people can really be good at it. But I think a lot of creatives don't want to manage that, they want something cleaner, something more pure.

There is a pure model, and then there's this mixed-up model of consultancy-led creative agencies, or holding companies. As far as the clients are concerned, would they be happier in a model where they are being serviced by a consultancy and they have a creative engine, which is supporting them? Would that be an argument that it's working for them?

There's nothing that these companies have done that doesn't make sense from a logical point of view, but you are dealing with something very illogical, which is creativity and creative people. Creative people decide on their own, they are more related to artists than to factory workers. But as I said, some can manage that for years, and I personally did so for many years. But you get to a point where it just feels empty and hollow and wrong, and you want to do something on your own terms. That's what we are seeing now.

How is the structure at By the Network different? What is your revenue model like?

The biggest difference is that this network is owned 100% by the agencies. So, we don't have a holding company that owns anything. When you are in the network, you are an owner, you're a partner, so it's a collaboration, a co-op business model. It's a little bit more democratic, so you may need an extra meeting about certain things, because a lot of people have to agree, and no one dictates. There is no boss talking about revenues, we don't look at their numbers. The agencies pay a subscription each year to be part of the network, and this subscription is small so that we could have agencies from all parts of the world, including emerging third world countries. I also wanted to be able to take on start-ups, like agencies, where two of the best creatives in the world get together and open their own agency and they don't have money. We would still want to work with those guys. I run a network with 30 agencies right now, with maybe about a thousand people, so we are getting bigger. But the minute we are too big, we are back to the old structure.

What is the parameter of getting an agency on board, and also, how do you define their success if it's not through numbers?

We are owned by the agencies, who pay a subscription. When we win a business, a certain amount of money goes to the network. Like 10 per cent of incremental revenue, the rest is split by the agencies that are working on it. So, so let's say 90 per cent of all income stays in the agency. That is how simple it is. If you work hard to win a piece of business, you keep the business. A very good example is Atom, who played a big role in getting our first client, Snapchat. We allowed a completely new agency in India to pitch against big agencies in the world, win it, and keep the business.

Who are your biggest clients at this point?

The biggest client we have at the moment at least in the US is Prime Video, and the deal they have with NFL for the Thursday night football in North America.

What would you say are your biggest challenges at this point?

The challenge here was launching during a pandemic, but it was great for us because it meant everybody was open minded. However, we haven't really had a chance to get launched by the network. This is the first time we are at a festival, our first Cannes Lions outing. So everything that we have built in the past year and a half was basically with LinkedIn. I think the challenge is if you are small and you don't have a big budget, you can't buy media space. How do you get a voice? How do you get on the mindset of the big clients? I know when clients hear about us, they're extremely interested, but most of them have never heard about us.

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The second-best thing about Cannes trip was ‘people’

Guest Column: Amit Wadhwa, CEO, Dentsu Creative India, shares memories of some interesting encounters with people he had at the Festival of Creativity last month

By Amit Wadhwa | Jul 6, 2022 9:13 AM   |   4 min read

Amit Wadhwa

 

I consider meeting some interesting people during the Cannes Lions 2022 trip to be the second greatest thing for obvious reasons. Winning, and winning it big along with being the first-ever Indian agency to secure the ‘Agency of the Year’ title, was certainly the greatest high and nothing will ever compare. Everything else is a distant second, third, fourth, etc. Also, the fact that I was travelling out of India for the first time in a long period, added to the excitement of this journey. For me, the best thing about travel is meeting different people, and thus, also my second favourite memory of our trip. Here are a few that I remember vividly, for different reasons:

 

The landlord: We reached Cannes after a good run of wins at another award function in Mumbai; and so, we were anticipating a relaxed Sunday evening, as the festival would kick off the next day. However, our apartment was anything but a cozy abode. To our surprise, there was no AC in the bedroom. When we called the landlord in a panic, he was totally unshaken and rather than figuring a solution, gave me the advice of my life – “Sir, you should never sleep with the AC on, you will catch a cold.” Cannes mein mummy ki yaad dila dee.

 

The sixty-something young digital enthusiast: During the much-awaited India party at Cannes, I was introduced to this elderly gentleman, who was most likely in his mid-sixties. He was definitely much younger in his passion, and when I heard about how he ended up here, it left me amazed and extremely inspired. He was from a Kolkata-based agency that had entered a Facebook/Meta contest for some thumb-stopper videos. Out of all the entries submitted (most of them by some really young creative writers), his entry was the one that was selected. While we keep talking about new-age talent for the new-age medium, there is no age to learn and adapt. The moral of the story is - Keep Reinventing Amit!!

 

A friend from Pakistan: At the end of the third day of the festival, a young gentleman approached us and not just congratulated us, but also thanked us. We were naturally curious about him thanking us. Upon asking him, he introduced himself as Hamza who was visiting the festival from Pakistan. His agency had won big last year at Cannes with two golds and some more metals, but unfortunately, this year had not been as rewarding. But he was really happy to see agencies from Asia doing well, particularly Dentsu Creative India, which had won two Grand Prix at the time. He expressed his admiration for the idea and the fact that it originated in OUR area. His words, feelings, and hug were all genuine, and they left us all with a beautiful feeling.

 

Mexican anchor: On day four, as we were leaving the awards show, we met this very interesting-looking Mexican TV anchor (with a lovely blue-coloured beard - this is of zero significance), who was recording a show. He congratulated the team and asked us about the idea. When we shared the idea, he was so moved by it that for the next 5 minutes he took over the role of a participant in the interview. He began talking about a Mexican artefact that was taken over to Sweden (cannot authenticate the claim here) and how it should be returned to Mexico. That to me is the power of an idea.

 

Indians @Cannes: Last but certainly not least, as strange as it may sound, it is always great to meet people from your country whenever you travel outside. The ones you meet in Cannes are extremely special because they are friends from different agencies who we don't get to see very frequently. Spending some time together, exchanging thoughts & ideas and most importantly, cheering for each other just makes meeting them so much more fun.

 

These are only a handful of the people I met on my trip; there were many more, but I'll save that for when we meet in person.



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Dentsu Creative celebrates Cannes Lions victory with outdoor campaign

Dentsu Creative India's Amit Wadhwa and Gurbaksh Singh talk about 'building own brand' with Agency of The Year hoardings

By Kanchan Srivastava | Jul 5, 2022 8:34 AM   |   4 min read

Dentsu

“Hey Mumbai, feel proud. We won India’s first advertising world cup”.

“Hey Mumbai, Have you met the Agency of The Year Cannes 2022? Get to know us at www.dentsucreative.com.”

This was splashed across Mumbai, Delhi and Bengaluru on large hoardings put up by Dentsu Creative, the first Indian agency to ever win the coveted title of Agency of the Year at the Cannes Lions Festival of Creativity.

Dentsu Creative’s global campaign “The Unfiltered History Tour” designed for Vice World Media also emerged as the most awarded campaign from India ever at Cannes Lions, bagging Titanium, three Grand Prix, two Gold Lions and three Silver Lions.

Asked about the massive Outdoor campaign, Amit Wadhwa, CEO, Dentsu Creative India, said, “We are in the business of building brands and this time we are talking about our very own brand. The objective of this (Outdoor) campaign is two-fold. First, it symbolizes the start of a new age of innovation by dentsu under the Dentsu Creative brand, and second, it allows us to celebrate the enormous success of Cannes with as many people as possible.”

It is a matter of pride that we are sure each person on the street and especially, our people, would feel extremely proud of, Wadhwa added.

The campaign is an unofficial guide to the British Museum, which gives visitors an immersive tour of the museum’s disputed artefacts, their origins and how they were obtained. Visitors are invited to scan objects on display, such as the Rosetta Stone, or the Parthenon Marbles, and are transported back to the time and place of provenance via Instagram AR filters. Through the experience, users can listen to audio guides narrated by people from the countries whence the artefacts hailed from.

The campaign shows how a disruptive idea accelerated by the power of technology and social media can help in providing a balanced narrative.

“Being named Creative Agency of the Year at Cannes Lions is an experience that cannot be adequately described in words. I am proud that a fantastic team succeeded in doing something that has never been done before,” an elated Gurbaksh Singh, Chief Innovation Officer, Dentsu Creative India, tells e4m.

“It gave the entire team more assurance that as "WE" nothing is impossibly difficult if you dare big and stay focused. The campaign reinforced our beliefs on the true power of innovation,” he added.

Winning formula

Hard work, dedication and patience are the three key core components of our success mantra, says Singh.

“When it came to "The Unfiltered History” project, it took a period to develop, especially due to the pandemic, we faced many challenges. However, we stuck to our core principles and kept our attention on the objective.

When you produce exceptional work for a brand with the potential to alter culture, it will inevitably garner praise. This is certainly the case with Unfiltered.”

Raised the bar for Indian creativity

Dentsu has raised the bar, not only for others but for itself as well. How does it plan to go ahead in the future, more specifically for the next Cannes Lions?

Singh says, “I consider it an honour that at Cannes Lions we contributed to building a new benchwork for Indian creativity. Every year, we put in soul and develop campaigns. But when it comes to creativity, I believe there are a hundred different ways a plan can go wrong, but only one way it will work out as intended.”

We keep pursuing innovations that have a good influence and bring a positive impact, he noted, adding, “Our aim now is to produce brand work that is worth talking about rather than adopting any particular strategy for the Cannes Lions.”

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Cannes Lions 2022: Here’s what worked for India and what didn't

While 2022 turned out to be the best year for India at The Cannes Lions with 47 metals, there were some areas, like Print & Publishing and Outdoor, where we were not able to make our presence felt

By Mansi Sharma | Jun 29, 2022 8:12 AM   |   5 min read

cannes

Last year, after a mellow performance of 22 metals at Cannes Lions, the industry had lamented the dulling sheen of metals over the past few years. Speaking in a clubhouse room, hosted by exchange4media for the winners of last year,  Cheil India CCO Emmanuel Upputuru had said, “India is quite consistent at maintaining its average metal count for the past few years now, but I couldn’t help but notice that the numbers of Grand Prix and Gold Lions are slowly coming down. This, as an industry, we need to think how we can improve.” 

And the performance certainly improved this year, and how! The country not only more than doubled its count of metals, getting home 47 Lions, but also managed to grab an unprecedented five Grand Prix in a year, and maiden set of Titanium Lions. It was also the first time that an Indian agency – Dentsu Creative – was named the Creative Agency of the year. 

Reacting to the sea of stunning performances, Dentsu Creative CEO India Amit Wadhwa had said, “While we have won what we have, it is also amazing to see all the other agencies from India win big. What a lovely feeling!! We are undeniably proud to be associated with a campaign that takes top honours on a global platform. This indeed fuels the fire of passion and commitment in the team that has relentlessly worked on it. The entire credit goes to each one of them who has been involved, to all our present and ex-colleagues who have worked so hard on the campaign. They are the real winners.” 

BBDO India Chairperson and CCO Josy Paul said, “Ideas have no geography. What it takes to create great ideas is chemistry. It’s the electricity of creation. That’s what the team at Dentsu Creative (Webchutney) demonstrated so well. As did all the Indian agencies that contributed to the glory (some more than others but all making a difference): Dentsu Creative, FCB, Ogilvy, VMLY&R, Leo Burnett, DDB Mudra, McCann, Byju’, BBDO India and many others who added to the long tail of shortlist recognition. It was chemistry that created history.  The Indian victory represents the distributed creativity and collective chemistry of a confident nation. When the team from Dentsu Creative (Webchutney), Bengaluru  went up on stage to collect their global ‘Agency of the Year’ award, all of us felt a collective stirring as the national anthem played silently in our hearts! It’s all chemistry!” 

BBDO had picked five shortlists and a Bronze Lion for the  “Share the Load” campaign, its long-running successful endeavour for P&G’s Ariel.

DDB Mudra Group Chief Creative Officer Rahul Mathew noted, “It has been a stupendous year for India. We haven’t made our presence felt so emphatically, ever before. It pegs us as an equal and not a David in the world of Goliaths. While Dentsu has played a major role in putting us there, the pressure is now on all of us to keep us there. I can’t think of any real misses. Usually, 3 Lions at Cannes make for a good year. But this year has changed everything. I would rate our performance as more of a growl than a roar.” 

For DDB the win came in the form of one silver and three bronze lions for “Machine Gun Mouth” and “The Silent Frown” campaigns. 

Mathew added that all the winning campaigns were built on strong social provocations that were resolved with either great simplicity or clever technology. “While we have shown our ability to use simplicity in a powerful way before, the use of technology has been a new addition to our arsenal.” 

The little misses

While the industry is keen to focus on the positives of the grandest performance for the country at Cannes Lions Festival of Creativity 2022, there have been some categories that could not get the same results as others. There were no shortlists in categories like Print & Publishing, Outdoor, Creative B2B and Creative Strategy. Also, India could not score any metals in categories including Design and Film Craft. 

The poor performance in Print was predicted by the industry even before the festival began. An industry veteran had quipped, “Print used to be one of India’s strongholds at Cannes in the initial years but with the growth of alternative media, the medium has suffered. I won’t say that the advertisers are not there, but we do not see the same level of creativity in most print ads as we used to see a few years ago. Every now and then, some sporadic creative emerges which has a competitive edge and that’s about it.”

Further, Mathew said, “Craft, especially design and film, I feel is an area we need to focus on and protect more. We often see more craft in the making of the case videos than in the individual elements in that video. And it’s not hard to understand why. With the constant pressure of time and budgets, one often has to choose between making it better or making it bigger. Just that I feel, the individual elements are what the consumer sees, so it’s worth pushing and protecting more.”

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Best ever Cannes Lions for India: 47 metals come home

Before this, India’s best performance was in 2017, when it had got 40 metals

By Mansi Sharma | Jun 25, 2022 9:23 AM   |   4 min read

cannes stage

The Cannes Lions Festival of Creativity 2022 turned out to be a gala affair for the Indian ad world as the industry clocked its best performance thus far at the French Riveria. With an unprecedented five Grand Prix wins in a year and its first set of Titanium Lions, the Indian contingent is getting home a total of 47 metals this year. Before this, India’s best performance was in 2017, when it had got 40 metals. 

Here’s the overall performance of India at Cannes Level Festival of Creativity 2022:

Category

Entries

Shortlist

Metals

Grand Prix

Gold

Silver

Bronze

Total

Brand Experience & Activation

71

10

1

0

3

0

4

Creative B2B

9

0

0

0

0

0

0

Creative Business Transformation

8

1

0

0

0

1

1

Creative Commerce

14

4

0

2

0

0

2

Creative Data

12

2

0

1

0

0

1

Creative Effectiveness

20

1

0

0

0

1

1

Creative Strategy

29

0

0

0

0

0

0

Design

37

6

0

0

0

0

0

Digital Craft

16

4

0

1

0

0

1

Direct

90

9

0

2

0

2

4

Entertainment

9

1

0

0

1

0

1

Entertainment Lions For Music

7

0

0

0

0

0

0

Entertainment Lions For Sport

20

0

0

0

0

0

0

Film

81

8

0

0

1

2

3

Film Craft

36

8

0

0

0

0

0

Glass: The Lion For Change

16

2

0

0

0

1

1

Health & Wellness

92

5

1

0

2

0

3

Industry Craft

13

1

0

0

1

0

1

Innovation

4

1

0

0

1

0

1

Media

72

12

0

1

3

1

5

Mobile

19

4

0

0

1

0

1

Outdoor

56

0

0

0

0

0

0

Pharma

7

0

0

0

0

0

0

PR

46

13

0

0

0

3

3

Print & Publishing

22

0

0

0

0

0

0

Radio & Audio

17

7

1

0

1

2

4

Social & Influencer

59

14

1

1

2

2

6

Sustainable Development Goals

28

6

1

0

1

0

2

Titanium

11

2

0

2

2

Grand Total

921

121

5

8

17

15

47

While the maximum entries were sent to Health & Wellness Lions, maximum shortlists came in Social & Influencer Lions. The maxium Lions came from Radio & Audio (6), Media (5), and Brand Experience & Activation, Direct, and Radio & Audio (4 each). 

Most Entries

Most Shortlists

Most Wins

Health & Wellness

Social & Influencer

Radio & Audio

92

14

6

It is interesting to note that India’s entry to the Festival saw a rise of 32% this year as a total of 921 entries were sent as compared to last year’s 699. There were 77 shortlists last year as compared to 121 this year, and 22 metals against 47 of this year. 

2021

2022

Entries

699

921

Shortlists

77

121

Winners

22

47


Most Successful Campaigns

A total of sixteen campaigns won at the prestigious Festival of Creativity this year. The top three were Dentsu Creative’s ‘The Unfiltered History Tour’ with a total of 12 metals, FCB’s ‘Chatpat’ with 8 metals, and Ogilvy’s ‘Shah Rukh Khan My Ad’ with 5 metals. 

Campaign

Agency

Metals

Titanium

Grand Prix

Gold

Silver

Bronze

Total

The Unflitered History Tour

Dentsu Creative

1

3

1

4

3

12

Chatpat

FCB

0

0

2

3

3

8

Shah Rukh Khan My Ad

Ogilvy

1

0

2

1

1

5

Most Successful Agencies

While a total of 16 agencies (including 1 brand - BYJUS) got their campaigns shortlisted this year, nine could turn those shortlists into metals. 

The maximum metals were grabbed by FCB including three gold, five silver, and 6 bronze. It was followed by Dentsu Creative with an astonishing three Grand Prix-haul along with one gold, four silver, three bronze, and one titanium Lions. On third spot was VMLY&R + VMLY&R Commerce with seven metals including one Grand Prix, one gold, four silver, and one bronze metal. 

Agency

Shortlists

Metals

Grand Prix

Gold

Silver

Bronze

Titanium

Total

Points

Dentsu Creative

24

3

1

4

3

1

12

201

FCB

33

-

3

5

6

-

14

131

Ogilvy India

13

-

2

2

1

1

6

95

VMLY&R

15

1

1

4

1

-

7

91

Leo Burnett

9

1

-

1

-

-

2

46

DDB Mudra

7 + (1)

-

-

1

2

-

3

21

McCann

2

-

1

-

1

17

BYJU's (Dora Digs)

4

-

-

1

-

-

1

11

BBDO India

5

-

-

-

1

-

1

8

Memesys Culture Lab + Publicis Singapore)

2

-

-

-

-

-

-

2

Landor & Fitch

2

-

-

-

-

-

-

2

Mindshare

1

-

-

-

-

-

-

1

Enormous Brands

1

-

1

Animal

1

-

-

-

-

-

-

1

Isobar

1

-

-

-

-

-

-

1

Early Man Films

1

-

-

-

-

-

-

1

Total

121

5

8

18

14

2

47

630

5 Grand Prix Haul

It is the first time that India has bagged five Grand Prix in one year at Cannes Lions. The coveted campaigns to win this laurel are ‘The Unfiltered History Tour’ (3) by Dentsu Creative, ‘The Killer Pack’ (1) by VMLY&R, and ‘The Missing Chapter’ (1) by Leo Burnett. 



Campaign

Agency

Grand Prix

The Unfiltered History Tour

Dentsu Creative

3

The Killer Pack

VMLY&R

1

The Missing Chapter

Leo Burnett

1

Two Titanium Lions

In its first-ever Titanium Lion win, the Indian contingent picked it for two campaigns: Dentsu Creative’s ‘The Unfiltered History Tour’ and Ogilvy’s ‘Shah Rukh Khan My Ad’. 

Campaign

Agency

Titanium

The Unfiltered History Tour

Dentsu Creative

1

Shah Rukh Khan My Ad

Ogilvy

1




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Cannes Lions: WPP named industry’s Most Creative Company; Ogilvy is Network of the Year

WPP agencies collected a total of 176 Lions, including 1 Titanium Lion, 4 Grand Prix, 36 Gold, 47 Silver and 88 Bronze

By exchange4media Staff | Jun 25, 2022 9:09 AM   |   3 min read

Mark Read

WPP has been named the most creative company of the year at the Cannes Lions International Festival of Creativity.

Ogilvy was awarded Network of the Year and took home a Titanium Lion together with Wavemaker for Shah Rukh Khan My Ad for Cadbury, a data-driven campaign that personalised ads for local businesses impacted by COVID-19.

WPP winners and shortlisted entries came from every part of the company, and from across its agencies. VMLY&R won a Grand Prix for its I Will Always Be Me campaign for Dell and Intel, designed to make it easier for people with motor neurone disease to bank their voice by reading a story, and a Grand Prix for Maxx Flash’s The Killer Pack, which helps combat, through biodegradable packaging, deadly diseases like malaria and dengue caught outdoors in India. Speaking in Color for Sherwin Williams by Wunderman Thompson won the Grand Prix for Creative B2B – a prestigious win in the inaugural year of this category – for its voice-activated colour-selection system. A Grand Prix for Media Placement was also awarded to MediaCom’s Hope Reef for Mars Petcare (with AMV BBDO).

Mark Read, CEO of WPP, said: “Creativity is the most important force in modern business. Being named the Creative Company of the Year is testament to WPP’s power to help our clients succeed, and to the incredible talent of our 109,000 people around the world. Thank you to them and to our clients who entrust us with their brands.”

Rob Reilly, Global Chief Creative Officer of WPP, said: “Creativity is the world’s most valuable asset. It has the potential to address the biggest challenges of our time in the most extreme circumstances. We have had to think differently for the last two years, and I feel this year's Cannes Lions has been a celebration of innovation for our industry. So, I couldn’t be prouder to be part of this amazing global team of the most creative people in our industry.”
On Ogilvy’s wins, Global Chief Creative Officer Liz Taylor said: “We are thrilled that Ogilvy has been recognized as the world’s leading creative agency network because we believe that creativity is the great differentiator. Our teams earned this honor by producing work that upends the status quo, that alters the conversation, that creates meaningful change, and reshapes our industry. We are so proud that the work honored spanned so many categories, countries, and clients. It is a powerful demonstration of what defines Ogilvy. It's pervasive creativity. It’s borderless creativity. It’s creativity with impact.”
Ogilvy’s Global President Devika Bulchandani said: “This recognition is a testament to Ogilvy’s ability to lead the way in a world where creativity is needed more than ever. We are so proud to see our teams honored for driving impact with our clients through creativity that transcends the status quo and shifts culture. Our sincerest thanks to everyone at Ogilvy who poured their hearts into the work, who strive day in and day out to do the best work of our lives, and to our incredible clients for their brilliance, trust, and partnership.”


The Creative Company of the Year award is given to the company which earned the most points across its agencies. WPP was also the most awarded company in the Creative Business Transformation category, reflecting the company’s expertise in creating new and innovative products and services for clients, and reimagining customer experiences or business models.

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India picks historic two Titanium at Cannes Lions 2022

The great win came for Dentsu Creative and Ogilvy for their campaigns ‘The Unfiltered History Tour’ and ‘Shah Rukh Khan My Ad’ respectively

By exchange4media Staff | Jun 25, 2022 8:27 AM   |   1 min read

cannes

Breaking the dry spell of 19 years - since the addition of the category to Cannes Festival of Creativity in 2003 - India has picked its first set of Titanium Lions. The great win came for Dentsu Creative and Ogilvy for their campaigns ‘The Unfiltered History Tour’ and ‘Shah Rukh Khan My Ad’ respectively. 

Dentsu’s ‘The Unfiltered History Tour’ remained India’s leading star this year at Cannes Lions Festival of Creativity as the campaign also won 3 Grand Prix, 1 Gold, 4 Silver, and 3 Bronze metals.

Created for Vice Media, the campaign is an interactive Instagram filter that tells the story of some of the most disputed artefacts in the British Museum through the perspective of communities that they have been stolen from. 

On the other hand, Ogilvy’s AI-driven campaign for Cadbury Celebrations’ ‘Shah Rukh Khan My Ad’ was created last Diwali to support local businesses and small shop owners to deal with the slowdown caused by the Covid-19 pandemic. The campaign allowed small businesses to create customised video ads for themselves with none other than, the ‘king of Bollywood’ promoting the business. Created with Rephrase AI and Wavemaker, the campaign gained massive popularity and success at Cannes Lions, also winning two Gold, one Silver and one Bronze Lion. 







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Cannes Lions 2022: Final Day Glimpses

Catch a few glimpses as India makes history at the festival of creativity

By exchange4media Staff | Jun 25, 2022 9:04 AM   |   1 min read

Cannes Lions

What a spectacular end to the Cannes Lions Festival of Creativity 2022! While Dentsu Creative was named Agency of the Year, a host of other big titles also fell into India’s kitty.

Catch a few glimpses of the historical moment.   

 

 

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