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McDonald's to be honoured as the Creative Marketer of the Year at Cannes Lions 2014

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McDonald's is set to be honoured at this year's Cannes Lions Lions International Festival of Creativity, as the 'Creative Marketer of the Year' for 2014. The festival (the world's largest annual awards celebrating creative excellence in brand communications) is set to take place this Summer, between the 15th and the 21st of June at the Palais des Festival in Cannes, France, and the award in question will be presented to McDonald's Senior Executive VP and Global Chief Brand Officer, Steve Easterbrook on Saturday the 21st of June.

McDonald's won its first Cannes Lion back in 1979, and in the 35 years since, has gone on to win 77 Lions in total

The Cannes Lions was founded in 1954, and acknowledges brands that distinguish themselves from the herd (over 35,000 entries are made every year from all over the world) by using innovative marketing across multiple platforms, and embracing and encouraging creativity in the brand communications produced by their agencies. Easterbrook says the fast food retailer are honoured to receive the creative marketer of the year award, especially as it means the industry “Recognises the enduring and inspiring relationships” McDonalds has with their worldwide creative agencies. He believes that the award is a nod to the brand's “Creative heritage,” and the power of the brand to “Connect with customers around the world with a local accent.” He also credited the brands “Restless energy,” for the success, and said the honour not only applies to him, but that it “Recognises the hard work of many people throughout the McDonald's system."

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McDonald's won its first Cannes Lion back in 1979 (a Gold Television Award), and in the 35 years since, has gone on to win 77 Lions in total, most of which have been won in recent years thanks to the brands renewed focus on creativity on campaigns such as the world renowned “I'm Lovin' It” umbrella campaign. That campaign is now entering its 11th year, and is continuing to spark creativity within the brand, whilst also giving it a consistent voice and identity across the world. This campaign is just the latest in a range of iconic developments in communication and design that McDonald's have made over the years. These include the Golden Arches, Ronald McDonald (and his numerous friends), and the “Did Somebody Say McDonalds?” ads. Other awards won over the years by McDonalds at the Cannes Lions include Creative Effectiveness, Cyber, Film, Media, Mobile, Outdoor, Press, Promo & Activation and Radio.

“McDonald's consistently place creativity at the heart of their advertising and communications.” Philip Thomas, CEO of Lions Festivals

Philip Thomas, the CEO of Lions Festivals, believes McDonald's continues success at the awards is down to the fact that they “Consistently place creativity at the heart of their advertising and communications.” He says that the brand and its agencies “Have taken creative risks to produce meaningful work, and they see award-winning content earning higher returns,” and that he hopes their success will inspire other brands to do likewise.

Official Cannes Lions Website

Official Lions Festivals Website

Benjamin Hiorns is a freelance writer who hasn't touched a McDonald's burger in over a year. The chicken nuggets on the other hand? That's another story entirely.

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