Cannes Lions has released the first Lions Creativity Report of the Decade to recognise and award sustained creative success across the global industry. BBDO Worldwide is the Network of the Decade, WPP is the Holding Company of the Decade and P&G was named as Brand Marketer of the Decade.
Data from Lion-winning and shortlisted work, spanning 10 years and audited at the Festival by PwC since 2013, was compiled by Cannes Lions to produce the definitive global rankings and benchmarking report.
The 10-year rankings chart the ascending performance of the world’s most creative companies, celebrating those who have delivered an unfailing level of world-class creative work.
The Lions Creativity Report of the Decade presents six regional agency of the decade awards and six global awards: Network, Holding Company, Agency, Independent Agency, Brand Marketer and Palme d’Or of the Decade. Winners were revealed last week as part of Lions Live, the digital experience from Cannes Lions (22-26 June 2020). The full report is available to download from the LIONS Live intelligence platform and at The Work.
Simon Cook, Managing Director, Cannes Lions, said, “As we enter a new decade, it is important to reflect on the body of work that serves as our creative foundation. The formative work that will provide a benchmark for 10 years ahead. The Lions Creativity Report of the Decade provides us all with rich insight and recognises world-class, creative companies who have consistently sustained creative excellence — adapting, evolving and innovating year after year. There's a lot to learn from those who consistently produce game-changing work that transcends limitation and constraint and sets the bar for the future of creativity.”
Lions Creativity Report of the Decade Winners are as follows:
Network of the Decade
1st place: BBDO Worldwide
2nd place: Ogilvy
3rd place: DDB Worldwide
Over the past decade, BBDO Worldwide has amassed over 16 Grands Prix, 4 Creative Effectiveness Lions, 3 Titanium, 150 Gold, 4 Glass, 281 Silver and 471 Bronze Lions to become the Network of the Decade.
Holding Company of the Decade
1st place: WPP
2nd place: Omnicom
3rd place: Interpublic Group
Across the decade, WPP agencies have amassed over 40 Grands Prix, 5 Creative Effectiveness Lions, 8 Titanium, 464 Gold, 1 Glass Lion, 4 Innovation Lions, 7 Product Design Lions, 844 Silver and 1,385 Bronze Lions.
Mark Read, CEO of WPP, said, “Cannes Lions is our industry’s most important celebration of creativity, and this award makes me prouder than ever of our people and the extraordinary work we’ve done for our clients. Creativity is more than just a great idea; it’s about changing perceptions, questioning the status quo and transforming businesses. I would like to thank our fantastic clients who recognise the power of that creativity and who put their trust in WPP and our agencies to deliver it every day, all around the world.”
Palme d’Or of the Decade
1st place: MJZ USA
2nd place: Smuggler USA
3rd place: O Positive Films USA
MJZ has consistently collected Lions in every year this decade. Their trophy cabinet creaks under the weight of 2 Grands Prix, 1 Titanium, 25 Gold, 41 Silver and 64 Bronze Lions.
Independent Agency of the Decade
1st place: Wieden+Kennedy Portland
2nd place: Droga5 New York
3rd place: Forsman & Bodenfors (Years 2010-2016)
Agency of the Decade
1st place: AlmapBBDO São Paulo
2nd place: Wieden+Kennedy Portland
3rd place: BBDO New York
Brand Marketer of the Decade
1st place: Procter & Gamble
2nd place: Nike
3rd place: Volkswagen
Procter & Gamble's decade of creativity has seen a pride of 7 Grands Prix, 1 Grand Prix for Good, 3 Creative Effectiveness Lions, 2 Titanium, 49 Gold, 4 Glass, 77 Silver and 100 Bronze Lions won. P&G has delivered it with humour and dedication to social and environmental issues throughout.
Marc Pritchard, Chief Brand Officer, Procter & Gamble, said, "It's as important now, as ever, to continue to use our voice and creativity to be a force for good, a force for growth and a force for change. On behalf of all of our P&G brand builders and creative partners, P&G is so humbled and honoured to be recognised as the Lions Brand Marketer of the Decade."
Regional Agency of the Decade - Middle East & Africa
1st place: VMLY&R Dubai née Y&R Dubai
2nd place: TBWA\Hunt\Lascaris Johannesburg
3rd place: Ogilvy Johannesburg
An impressive haul of 44 Lions makes VMLY&R Dubai deserving of the number one place. Winning 9 Gold, 17 Silver and 18 Bronze Lions demonstrates their ground-breaking creative output this decade.
Regional Agency of the Decade - Europe
1st place: adam&eveDDB London
2nd place: AMVBBDO London
3rd place: Ogilvy Paris
adam&eveDDB London has collected 8 Grands Prix, 1 Creative Effectiveness Lion, 27 Gold, 46 Silver and 59 Bronze Lions over the last ten years, making them so deserving of this achievement.
Regional Agency of the Decade - Latin America
1st place: AlmapBBDO São Paulo
2nd place: Ogilvy Brasil São Paulo
3rd place: VMLY&R née Y&R São Paulo
AlmapBBDO São Paulo started the decade with a Grand Prix and went on to collect a further 23 Golds, 39 Silvers and 79 Bronze Lions. A total of 142 trophies place them #1 in Brazil, Latin America and the world. The agency secured the number one title as global Agency of the Decade.
Regional Agency of the Decade - Pacific
1st place: Colenso BBDO Auckland
2nd place: Clemenger BBDO Melbourne
3rd place: Leo Burnett Sydney
Colenso BBDO Auckland picked up 1 Grand Prix, 1 Creative Effectiveness Lion, 1 Titanium, 24 Gold, 28 Silver and 42 Bronze Lion trophies. An achievement that has them leading the way for the Pacific region this decade.
Regional Agency of the Decade - Asia
1st place: Dentsu Inc. Tokyo
2nd place: Hakuhodo Inc. Tokyo
3rd place: Ogilvy Bangkok
The work of Dentsu Inc. Tokyo is a showcase of exceptional creative talent with an impressive trophy count of 127 Lions, including: 60 Bronze, 40 Silver, 24 Gold, a Titanium Lion and 2 Grands Prix Lions.
Regional Agency of the Decade - North America
1st place: Wieden+Kennedy Portland
2nd place: BBDO New York
3rd place: Droga5 New York
Wieden+Kennedy Portland amassed a haul of Lions over the past ten years: 6 Grands Prix, 2 Creative Effectiveness Lions, 2 Titanium, 36 Gold, 49 Silver and 62 Bronze Lions. Their vibrant and risk-taking work has seen them take both the Regional Agency of the Decade North America top spot, as well as first place as the Independent Agency of the Decade globally.