Publicis Groupe scoops Cannes Lions top gong for Tide – even though it wasn’t (officially) at the festival

To nobody’s great surprise Procter & Gamble’s ‘It’s A Tide Ad’ won a Film Grand Prix at this year’s Cannes Lions. The ad, featuring David Harbour, from Saatchi & Saatchi New York was MAA’s clear winner in our Top Tips for Cannes round-up and it duly delivered.

The ad was entered by P&G as new Publicis boss Arthur Sadoun had pulled the French-owned network from the festival, saying he wanted to spend the money on new A1 internal tool Marcel, developed with Microsoft.

The Film Grand Prix was shared with another P&G campaign ‘The Talk’ from BBDO New York.

Other winners announced on the last day of the festival included the new Sustainable Development Grand Prix which went to Host/Havas and Red Agency in Sydney for Palau Legacy Project’s ‘Palau Pledge.’ This also won the Titanium Grand Prix. Glass Lion for Change went to AMV BBDO’s ‘BloodNormal for Libresse/Bodyform owner Essity.

The Creative Effectiveness GP went to Ogilvy Mumbai for ITC Savlon’s ‘Healthy Hands Chalk Sticks.’ The Grand Prix for Good went to BWM Dentsu for ‘Project Revoice’.

There you go then, not a bad bunch (although I’m sure we’ve forgotten something).

Respect to P&G marketing supremo Marc Pritchard who’s backed his various pontifications over the past couple of years with some outstanding work from his agencies.

Of the agencies Ogilvy has done well with four GPs; country-wise the big French networks performed strongly, the Brits markedly less so although we haven’t totted up the overall Lions numbers. But there is a fault line in British creative agencies – and their client masters – that needs remedying.

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