Susan Credle will be honoured for a lifetime of creative achievement with Cannes Lions’ Lion of St Mark.
Now the Interpublic global creative advisor, Credle began her 40-year advertising career with an internship at BBDO New York and worked her way to becoming executive creative director and executive VP. She was chief creative director at Leo Burnett Chicago and FCB New York, where she rebuilt the agency’s culture under the mantra of Never Finished.
She has led some of the world’s most memorable campaigns, not least of which is the invention of the M&M characters, created by Credle and her art director partner, Steve Rutter, in 1996. He also guided McDonald’s Happy Meal literacy campaign, in which kids’ books replaced the toys; Allstate’s Mayhem, that made Dean Winters, personifying the force of accidents force of accidents, a pop-culture icon; and Mean Stinks, an effort for P&G’s deodorant brand, Secret, to build awareness of the harms of bullying among girls.
During her tenure as Global Chief Creative Officer, FCB North America was named the Cannes Lions North America Agency of the Year for six consecutive years, while FCB was honoured with the title of Global Network of the Year at Cannes Lions in 2020/21, and the network was also ranked the #1 Creative Agency for Effectiveness in the WARC Effective 100 in 2023.
Credle commented, “When I walked into the lobby of BBDO on Madison Avenue in the summer of 1985, I saw a poster celebrating Pepsi’s Cannes Lions Grand Prix-winning ‘Archaeology’, directed by Joe Pytka. The Jury that honoured that work set the bar for what great advertising could be. It was provocative and beautifully crafted and showed real respect for the audience. More importantly, it launched something much bigger – the ‘Choice of a New Generation’ platform that took the Cola Wars to another level. That Cannes Lions Award taught me something I’ve carried with me ever since: the best ideas don’t just succeed in the moment – they strive to be NVRFNSHD.”
Simon Cook, CEO, LIONS, stated, “Susan Credle is a trailblazer and a creative force. Throughout her career she has consistently built cultures where creativity thrives, producing iconic work while shaping the values, standards and conditions for success. Cannes Lions has had the privilege of witnessing Susan’s brilliance many times. She has served on our Juries eight times, three of those as Jury President, including Titanium, and her influence on the work itself is undeniable. She understands deeply that creativity is more than a driver of progress; it is an economic multiplier.
“Beyond the iconic campaigns, Susan has been a generous mentor to leaders, peers and generations of creatives, and a tireless advocate for inclusion and the next wave of talent. Her contribution to the industry is significant, passionate and generous, and we are honoured to recognise Susan with the Lion of St Mark. We look forward to celebrating her extraordinary legacy in Cannes.”
Susan Credle will be honoured with the Lion of St Mark at this year’s Cannes Lions International Festival of Creativity. She will also speak onstage in the Lion of St Mark seminar, taking place on Monday June 22.
