Many of the main PR company teams are represented within the 2023 Cannes PR Lions shortlist and have three days of expectation and suspense earlier than the winners are introduced Wednesday afternoon U.S. time.
There are 163 contenders for the PR Lions on the 70th iteration of the Cannes Competition of Creativity out of an preliminary entry record of 1,600, roughly 10%.
PR companies represented for the coveted thought creation credit – those that basically matter – embrace typical suspects resembling Edelman, Weber Shandwick, Ketchum, Golin, MSL, BCW, Stagwell-owned Forsman & Bodenfors and Citizen Relations – in addition to Pink Havas Center East and Mischief PR in London.
Further companies getting PR credit embrace Alison Brod, FleishmanHillard, Zeno Group, Hill+Knowlton Methods, Allison+Companions, London’s Hope & Glory and plenty of others.
Jurors this yr wish to award work that makes a significant long-term influence slightly than PR stunts or entries which were constructed principally to win an award. Objective continues to be vital, but it surely must be genuine and never pushed by gimmicks. Cannes is considerably hampered right here by having a section referred to as occasions and stunts, and 13 campaigns are shortlisted beneath this class.
It was good to see work shortlisted that has already been honored in PRWeek’s Oscars of the PR business (PRWeek US Awards), International Awards, Healthcare Awards and Objective Awards.
Our International Awards Marketing campaign of the 12 months, Prime Weber Shandwick’s Blissful Birthday from Earth robotic lawnmower activation for Husqvarna, is shortlisted. Edelman’s See My Pores and skin for Vaseline received Finest Well being Fairness on the PRWeek Healthcare Awards and quite a few PRWeek Objective Awards in 2022.
Citizen Relations Toronto’s Reclaim Your Title for #Elimin8 Hate received Finest Nonprofit activation on the PRWeek International Awards.
It’s considerably ironic that Golin London’s Dramatic Transformation marketing campaign for Asics is shortlisted for a PR Lion in 2023, on condition that Edelman received the Cannes Lions Grand Prix for its Everlasting Run activation for Asics in 2021 within the Leisure for Sport class. Asics transferred its enterprise to Golin within the yr following that achievement.
Cannes has at all times been weak on disaster PR campaigns and just one activation is shortlisted this yr – Banda Company in Kiev’s Be Courageous Like Ukraine. Utilizing Nationwide Branding to Resist Army Aggression piece for Ukraine.
Nonetheless, my understanding is that jurors did determine a number of campaigns that positively certified as disaster activations however that have been entered within the mistaken classes. It mirrored a typical theme of entrants not submitting to the suitable classes, which isn’t to say companies ought to carpet bomb the Lions with a number of entries for a similar activations – slightly they need to be completely focused and targeted ensure they get the suitable campaigns in the suitable classes.
As at all times, and that is widespread suggestions, entrants additionally want to make sure they’re creating bespoke movies for his or her entries with narratives that basically match the marketing campaign being entered. Â Â
That is typically cited as the rationale artistic companies do higher at Cannes than their PR counterparts, but it surely must be famous that the judging is finished blind and jurors don’t know which company is getting into when they’re reviewing the movies.
When it comes to what we are able to count on of the winners when they’re introduced on Wednesday, jurors are specializing in honoring earned-first work. Having trigger by itself is not going to move muster – the marketing campaign must be based mostly on an ideal thought and make a significant influence. Having stated that, 14 campaigns are shortlisted within the company objective and social accountability section.
It was good to see 12 of the shortlisted campaigns categorized beneath the cultural perception section, though solely two of the shortlist are categorized beneath PR effectiveness, a longstanding Achilles’ heel of the career. Three shortlisted campaigns are particularly acknowledged for media relations.
The jury can be eager to widen the scope of the winners to additionally acknowledge enjoyable, entertaining and joyful work. Edelman London’s Mayo McHack for Hellman’s Mayonnaise, Gray New York’s Style My Face for Applebee’s (with a PR credit score for Present International) and DDB Chicago’s Apology for Skittles (with a PR credit score for Weber Shandwick) are among the many shortlisted campaigns that tick a few of these bins.
The story at all times adjustments considerably as soon as the winners of the PR Lions are introduced however, within the meantime, there may be a lot to chew on it phrases of recognizing what’s pushing the boundaries of efficient and inventive PR follow.
