Apple has been annointed Cannes Lions Creative Marketer of the Year for the first time.
Cannes Lions MD Simon Cook says: “The company’s marketing and communications consistently showcases creative excellence. Apple Inc. has created a culture that drives marketing strategies that ensure that its customers are true ambassadors for Apple brands.”
Apple VP of Marketing Communications, Tor Myhren says: “We are humbled to receive this prestigious award. Apple has always believed creative, passionate people can change the world for the better. We make tools for those people, and we make marketing for those people.”
Humbled eh? Not often you hear that from Apple.
Apple has won a number of Cannes gongs recently including the Entertainment Lion for Music Grand Prix for its ‘Welcome Home’ HomePod ad directed by Spike Jonze and and the Brand Experience & Activation Lion Grand Prix for its ‘Today at Apple’ retail store experience.
Apple has always been a smart marketer but, arguably, marketing is carrying a greater burden these days as it runs out of market-changing devices and services.
Tech-based companies are increasingly the main support for the creative advertising business as the FMCG giants who used to play that role cut back and in-house more of their services. Apple has used a combination of in-house and outside agencies, chiefly TBWA\Media Arts Lab, for years.
What’s the betting that Amazon, which has rapidly grown to become one of the world’s bigger advertisers, wins the prize next year?