CANNES, FRANCE: The organisers of the 59th Cannes Lions International Festival of Creativity, have announced that the 2012 recipient of the Advertiser of the Year Award will be awarded to Mars, Inc, manufacturer of chocolate, gum and confections, pet food, drinks and other food products.
This important accolade is presented to advertisers who have distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies.
Since winning its first Cannes Lion in 1990, Mars commercials have gone on to win 77 Lions across different categories (11 Gold, 10 Silver and 46 Bronze Lions), as well as the Radio Grand Prix in 2007 for the SNICKERS 'Hoedown' ad.
"Mars's creative and skilful approach to the brand communication of its diverse product portfolio has been rewarded at Cannes for many years," says Philip Thomas, Cannes Lions CEO. "Lions have been won for work from countries as diverse as France, the US, the UK, Brazil, South Africa, Portugal, Chile, and many more - a testament to a company which truly embraces creativity and demands outstanding work from its agencies. We congratulate all the marketers at Mars, as well as their agency partners around the world, on this well-deserved honour."
Commenting on the award, Paul S. Michaels, president of Mars, Inc, said; "We are grateful for the recognition of the Cannes Lions Advertiser of the Year Award. This award is a testament to the fantastic work of our Mars Associates and our agency teams at BBDO and DDB. Ultimately great advertising is effective advertising, particularly when I see sustained growth on 80-year-old brands such as SNICKERS as an example. Outstanding creativity connects with consumers across generations, geographies, cultures and languages and I am proud of the work being generated on our whole portfolio of iconic brands."
The Advertiser of the Year trophy will be presented in Cannes to Bruce McColl, chief marketing officer of Mars, Incorporated, during the Film, Film Craft, Branded Entertainment & Content and Titanium & Integrated Lions on Saturday 23 June 2012.
Marketing at Mars For nearly 100 years, Mars has recognised the importance of advertising and the power of creativity to build household name global brands such as M&M'S, SNICKERS, PEDIGREE, WHISKAS, SKITTLES, EXTRA, 5, UNCLE BEN'S and more. As Mars includes six business segments and operates across 73 countries worldwide, there is critical emphasis put upon connecting a network of country based marketers, and their agency staff at BBDO and DDB.
Bruce McColl, chief marketing officer, Mars, believes that "powerful ideas travel fast. Our PEDIGREE Dog Adoption campaign was born in the US and was rapidly embraced in over 40 markets. We want talented people working on real time business challenges. When they find a solution that works, their global colleagues are eager to share in that success. It is why we value people that can both develop and recognise great work. I am delighted that their combined efforts are being acknowledged with such a prestigious award."
Mars brands include: Petcare - PEDIGREE, ROYAL CANIN, WHISKAS, KITEKAT, BANFIELD Pet Hospital and NUTRO; Chocolate - M&M'S, SNICKERS, DOVE, GALAXY, MARS, MILKY WAY and TWIX; Wrigley - DOUBLEMINT, EXTRA, ORBIT and 5 chewing gums, SKITTLES and STARBURST candies, and ALTOIDS AND LIFESAVERS mints. Food - UNCLE BEN'S, DOLMIO, EBLY, MASTERFOODS, SEEDS OF CHANGE and ROYCO; Drinks - ALTERRA COFFEE ROASTERS, THE BRIGHT TEA COMPANY, KLIX and FLAVIA; Symbioscience - COCOAVIA, WISDOM PANEL and SERAMIS.
For more information and to register to attend the 59th Cannes Lions International Festival of Creativity, go to www.canneslions.com.
About Mars, Incorporated In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington, kitchen and established Mars' roots as a confectionery company. In the 1920s, Forrest E. Mars snr joined his father in business and together they launched the MILKY WAY bar. In 1932, Forrest snr moved to the United Kingdom with a dream of building a business based on the philosophy of a "mutuality of benefits" for all stakeholders - this vision serves as the foundation of Mars, Inc today. Based in McLean, Virginia, Mars has net sales of more than US$30bn, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and approximately 70 000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
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