Cannes Lions has released its first Creativity Report of the Decade, compiled using data from Lion-winning and shortlisted work, spanning ten years and audited by PwC since 2013.
The report’s findings are presented alongside commentary and analysis from sister company, WARC. The full report is available to download from the Lions Live intelligence platform and at The Work.
Simon Cook, managing director, Cannes Lions, stated, “As we enter a new decade, it is important to reflect on the body of work that serves as our creative foundation. The formative work that will provide a benchmark for the ten years ahead. The Lions Creativity Report of the Decade provides us all with rich insight and recognises the world-class, creative companies who have consistently sustained creative excellence – adapting, evolving and innovating year after year. There’s a lot to learn from those who consistently produce game-changing work that transcends limitation and constraint and sets the bar for the future of creativity.”
Lions Creativity Report of the Decade Winners are:
Regional Agency of the Decade – Pacific
1st place: Colenso BBDO Auckland
2nd place: Clemenger BBDO Melbourne
3rd place: Leo Burnett Sydney
Colenso BBDO Auckland won 1 Grand Prix, 1 Creative Effectiveness Lion, 1 Titanium, 24 Gold, 28 Silver and 42 Bronze Lion trophies to achieve its #1 ranking.
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
VMLY&R Dubai achieved an impressive haul of 44 Lions to become #1 – 9 Gold, 17 Silver and 18 Bronze Lions.
Kalpesh Patankar, chief creative officer, VMLY&R MENA, commented, “Our big learning of the decade is that no matter where you work, you have to be willing to break the rules. I’m very grateful to all of the people who have brought us this far and contributed passionately to our story. The next decade I hope we can write a story that is even bigger and bolder.”
Regional Agency of the Decade – Asia
1st place: Dentsu Inc. Tokyo
2nd place: Hakuhodo Inc. Tokyo
3rd place: Ogilvy Bangkok
Dentsu Inc., Tokyo collected 127 Lions including 60 Bronze, 40 Silver, 24 Gold, a Titanium Lion and 2 Grands Prix Lions to be come #1.
Regional Agency of the Decade – Europe
1st place: adam&eveDDB London
2nd place: AMVBBDO London
3rd place: Ogilvy Paris
adam&eveDDB London won 8 Grands Prix, 1 Creative Effectiveness Lion, 27 Gold, 46 Silver and 59 Bronze Lions over the last ten years to be #1.
Richard Brim, group chief creative officer, adam&eveDDB, stated, “To win a Lion is special, to win a Grand Prix is incredible, to win European Agency of the Decade is mind-blowing. This is to everybody, past and present, who has been part of the adam&eveDDB story.”
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
AlmapBBDO São Paulo began the decade with a Grand Prix and went on to collect a further 23 Golds, 39 Silvers and 79 Bronze Lions, a total of 142 trophies to place it #1 in Brazil, Latin America and the world. The agency has achieved #1 ranking as global Agency of the Decade.
Regional Agency of the Decade – North America
1st place: Wieden+Kennedy Portland
2nd place: BBDO New York
3rd place: Droga5 New York
Wieden+Kennedy Portland won 6 Grands Prix, 2 Creative Effectiveness Lions, 2 Titanium, 36 Gold, 49 Silver and 62 Bronze Lions to be #1 regiona agency as well as the Independent Agency of the Decade globally.
Independent Agency of the Decade
1st place: Wieden+Kennedy Portland
2nd place: Droga5 New York
3rd place: Forsman & Bodenfors (Years 2010-2016)
Eric Baldwin, executive creative director, Wieden+Kennedy Portland commented, “We have gratitude for our incredible talent and client partners who believe in the power of creativity to drive business and impact culture. In the decade ahead, we hope this industry will make great strides toward equity, diversity and inclusion. Because when we elevate these voices, their creativity will do things we’ve never imagined.”
Susan Hoffman, chairman and global creative director, Wieden+Kennedy Portland, added, “The things you see when you walk into a W+K office are pictures of our people – not awards. These people are who we can thank for this accolade, along with Dan (Wieden) and David (Kennedy) who had the courage to bring together this crazy/creative bunch in the first place.”
Brand Marketer of the Decade
1st place: Procter & Gamble
2nd place: Nike
3rd place: Volkswagen
Procter & Gamble has amassed of 7 Grands Prix, 1 Grand Prix for Good, 3 Creative Effectiveness Lions, 2 Titanium, 49 Gold, 4 Glass, 77 Silver and 100 Bronze Lions over the decade.
Marc Pritchard, chief brand officer, Procter & Gamble, commented, “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. On behalf of all of our P&G brand builders and creative partners, P&G is so humbled and honoured to be recognised as the Lions Brand Marketer of the Decade.”
Agency of the Decade
1st place: AlmapBBDO São Paulo
2nd place: Wieden+Kennedy Portland
3rd place: BBDO New York
Luiz Sanches, partner/chairman & chief creative officer, AlmapBBDO, commented, “At AlmapBBDO we have a simple idea, a simple insight: to keep doing good work, great work, the best work. Winning the Lions Agency of the Decade is proof that we continually keep our ethos alive. It’s a huge honour. Thank you to everyone inside the agency and to all of our creative partners.”
Network of the Decade
1st place: BBDO Worldwide
2nd place: Ogilvy
3rd place: DDB Worldwide
BBDO Worldwide won 16 Grands Prix, 4 Creative Effectiveness Lions, 3 Titanium, 150 Gold, 4 Glass, 281 Silver and 471 Bronze Lions to become the Network of the Decade.
Holding Company of the Decade
1st place: WPP
2nd place: Omnicom
3rd place: Interpublic Group
WPP agencies have collected 40 Grands Prix, 5 Creative Effectiveness Lions, 8 Titanium, 464 Gold, 1 Glass Lion, 4 Innovation Lions, 7 Product Design Lions, 844 Silver and 1,385 Bronze Lions to become Holding Company of the Decade.
Palme d’Or of the Decade
1st place: MJZ USA
2nd place: Smuggler USA
3rd place: O Positive Films USA
MJZ has won Lions in every year this decade. Its Lions include 2 Grands Prix, 1 Titanium, 25 Gold, 41 Silver and 64 Bronze Lions.
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