Philip Morris International defended its presence at the festival, saying it needs “the best creative brains” to get accurate information to smokers about their options.
McCann Health in Shanghai was behind the top pharma initiative.
The agency’s people roamed the area around the Palais during Lions Health, popping up with solutions to a host of Cannes-related “maladies,” and creating positive brand awareness.
McCann Tel Aviv was the agency behind the campaign.
Luisa Ziravello Gomes and Alberto Tolomelli from Sudler Milan won the award for their Dancing Takes Balls campaign.
MM&M’s editor-in-chief Steve Madden speaks with industry creatives at Cannes about winning campaigns, what it’s like being on a Cannes jury and more.
In a rapidly changing industry, there are, inevitably, some new additions to the old guard at the top of the holding companies, but amid the flux, the measure of the challenges they face and the dependence of success on creativity remain a constant.
The holding company is back with a new plan of attack after boycotting last year.
The Pharma Lions shortlist includes work from Area 23 and McCann Health.
Glass: The Lion for Change, Innovation Lions and Titanium Lions Shortlists announced ahead of the festival.