MediaCom has been awarded the Media Lions and WARC Awards for Effectiveness (Brand Purpose) Grand Prix prizes in addition to four Bronze awards at Cannes Lions.
MediaCom partnered with AMV BBDO, Google and other agency partners, to create and activate the Hope Grows project for Mars Petcare brand Sheba®, which picked up the Media Lions Grand Prix at a ceremony in Cannes this evening.
The agency was also named as the Grand Prix winner for the WARC Awards for Effectiveness (Brand Purpose category) at another ceremony for its work on SK-II’s #changedestiny campaign around the Toyko Olympics. The same campaign also won a Bronze Media Lion – the only Lion won by a media agency as lead entrant.
In addition, the agency picked up a further three Bronze Media Lions as credited media agency for campaigns from India, Mexico and the UK. Work with Tesco in the UK on the This is Ramadan campaign in partnership with BBH; See Equal #Sharetheload for Ariel in India, working with BBDO; and Native Sportscasters for Corona in Mexico were all recognised by the jury as world class.
Overall, MediaCom was shortlisted five times in the Media Lions as an entrant agency – the most of any agency network – for its work on Walgreens in the US and Whiskas in Australia, in addition to SK-II.
Having recently announced MediaCom is merging with GroupM sister agency Essence from the start of 2023, the two agencies already provide a combined team for Mars, and the Sheba win demonstrates the power of the EssenceMediacom promise to combine brand with performance.
Hope Reef saw Sheba® rebuild a coral reef off Indonesia to demonstrate the efforts that Mars was making to go above and beyond in its drive to source sustainable ingredients for its products. The reef is so large it could be seen via Google Earth, where you can also dive in and take an underwater ‘reefview’.
The campaign for SK-II focused on the need for women to confront and challenge their demons and challenges in order to take control of their destiny. The brand’s VS films showed how athletes such as Simone Biles had taken control of their mental health and thrived under extreme pressure, helping to boost global sales value by 11%.
We’re thrilled to receive these accolades. The power of MediaCom and Essence combined is being demonstrated every day across our business and winning for Sheba, where we have worked together since the turn of the year, just underlines how effective and impactful we can be when we work together. Winning the WARC Grand Prix for SK-II is a further demonstration of our commitment to effectiveness and driving growth for our clients.
Nick Lawson
Global CEO of MediaCom
