P&G named 'Brand Marketer of the Decade' at Cannes Lions 2020

Wieden+Kennedy, Portland named as Independent Agency of the Decade

NEW DELHI: Procter & Gamble (P&G) is a widely-recognised face in the FMCG world with products scattered across the globe. It's not surprising that it has been recognised as the “Brand Marketer of the Decade” at Cannes Lions 2020 for its exceptional performance at the festival and its smart marketing initiatives in the 2010s. The brand has remained in the top six brands at Cannes Lions for the whole decade and has won this prestigious honour twice. The other top two brands in the category were Nike and Volkswagen. 

Procter & Gamble has been one of the most prominent winners at the Cannes Lions in the past decade and along with its agency partners has many awards to the names of its groundbreaking campaigns. Some of the biggest and most popular campaigns to win recognition at Cannes festival of creativity are The Man Your Man by Old Spice (2010), The Response Campaign, Smell Like a Man, by Old Spice (2011), Touch the Pickle by Whisper (2015), Handle By Care by Gillette (2017), Touch of Care by Vicks (2017) and It’s a Tide Campaign by Tide (2018).

In 2019, it picked 15 Cannes Lions and also brought a few of its latest technologies and innovations to Cannes Lions in the P&G LifeLab.

Procter & Gamble chief brand officer Marc S Pritchard said, “P&G is so humbled and honoured to be recognised as the brand marketer of the decade, but there is still more to do and we will continue to do so.” He also emphasised on the need to use creativity as a voice for good and as a force of change. 

Additionally, Wieden+Kennedy, Portland has been awarded the 'Independent Agency of the Decade' for dominating the top agency rankings continuously for the past ten years, never lower than the fourth position, and claiming the top spot no less than four times. 

The agency has been associated with some of the most iconic Cannes Lions-winning campaigns including Write The Future by Nike, Smell Like A Man by Procter & Gamble, Coke Polar Bowl by Coca-Cola Company, Nothing Beats a Londener and Dream Crazyby Nike. 

The awards were announced under its ‘Global Lions Creativity Report of the Decade’, which will be released at the festival on 26 June. 

Other awardees include

Agency of the Decade – North America won by Wieden+Kennedy, Portland 

Agency of the Decade – Latin America won by Almap BBDO, Sao Paulo 

Agency of the Decade – Asia won by Dentsu Inc., Tokyo 

Agency of the Decade – Pacific won by Colenso BBDO, Auckland 

Agency of the Decade – Europe won by adam&eveDDB, London

Agency of the Decade – MEA won by VMLY&R, Dubai

Holding Company of the Decade, Network of the Decade, Agency of the Decade, Independent Agency of the Decade, and Palme d’Or of the Decade were yet to be announced at the time of filing. 

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