Colenso BBDO and its client Mars (Pedigree SelfieSTIX) have been added to the latest Cannes Lions Top 20 2018 rankings of awarded brands and agencies.
Mars emerged for the second year in a row as the most-awarded brand with 27 Lions and four shortlists, despite lower expectations this year due to fewer categories amid festival changes.
Rule change
Mars pet nutrition CMO Jane Wakely said that competing in fewer categories had taken the pressure off for Mars to replicate last year’s top spot with 44 Lions. “This year, lucky for us, the rules have changed,” she had quipped, “so it’s not about the numbers, it’s about the quality of the work.
“But popular campaigns for Skittles and the SelfieSTIX campaign for Pedigree put them over the top anyway.”
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