Cannes Lions has announced Apple Inc. as the Creative Marketer of the Year 2019 in honour of its creative communications and marketing initiatives.
The award recognises an organisation that demonstrates sustained creative excellence in the marketing of their products across multiple platforms and distinguishes itself by embracing collaboration between partners and agencies to produce outstanding creative communications and marketing.
In 2018, the company won the Entertainment Lion for Music Grand Prix for ‘Welcome Home’, an ad directed by Spike Jonze for Apple HomePod that featured FKA twigs dancing to Anderson Paak's "Til It's over" amid a riot of colour.
The company also won the Brand Experience and Activation Lion Grand Prix and a Titanium Lion for ‘Today at Apple’, an in-store experience and community engagement campaign that reimagined the retail experience and provided education and product support. A further five Gold Lions, nine Silver Lions and eight Bronze Lions were awarded across 10 different campaigns.
Simon Cook, Managing Director of Cannes Lions, said, “Apple Inc. is highly deserving of the Creative Marketer of the Year award. The company's marketing and communications consistently showcases creative excellence. Apple Inc. has created a culture that drives marketing strategies that ensure its customers are true ambassadors for Apple brands.”
Speaking on the announcement, Tor Myhren, Vice-President of Marketing Communications, Apple, said, “We are humbled to receive this prestigious award. Apple has always believed creative and passionate people can change the world for the better. We make tools for those people, and we make marketing for those people.”
The Creative Marketer of the Year award was introduced in 1992. Past recipients include Google, Burger King, Samsung, Heineken, McDonald’s, Coca-Cola, Mars, Ikea and Unilever, each of whom has demonstrated that outstanding creativity drives business growth.
Defining Apple Inc. ads include ‘World Gallery’, part of the ‘Shot on iPhone’ campaign which won five Gold Lions and a Grand Prix in 2015, ‘Dance’, from the awarded 'Silhouette' campaign for iPod in 2004 and ‘1984’, for Apple Computers winning a Cannes Lions Grand Prix in 1984.
Apple Inc. will be presented the award at the final Awards Show of the Festival on June 21 and will be collected by Tor Myhren, Vice-President of Marketing Communications.