Media agencies struggle to cut through in media Lions

Media agencies struggle to cut through in media Lions

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Proof that great work isn’t enough to get you over the line in adland, you also have to wrap it up in a bow and douse it with intriguing narrative to standout in Cannes Lions.

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Australian agencies proved to be bridesmaids in the Cannes Lions’ Media category with just four Bronzes awarded to Aussie work.

The four Bronze gongs went to:

  • Clemenger BBDO Melbourne and Starcom Melbourne, ‘You’re not you when you’re hungry’, won for Snicker’s
  • Leo Burentt Sydney and Starcom Sydney, ‘Safe Drive’, Samsung
  • Ogilvy Melbourne, ‘Water Utilities’, Yarra Valley Water
  • DDB Sydney and OMD, ‘I see Fries’, McDonalds.

Meanwhile, AdNews has reported that media agencies are failing to tell their stories as well as creative shops. “For that reason, they will continue to be outgunned in their own awards category as more and more parts of the advertising industry pile in. That’s not going to change any time soon, according to IPG Mediabrands CEO Matt Seiler. Of the 3,000 plus entries to the Media Lions awards this year, more than 90% were entered by non-media agencies. Creative agencies, production houses, PR, content producers, TV networks are all entering the fray, which means media agencies need to stand up to make sure their contribution is recognised. The proportion of work entered by non-media agencies increased this year. It’s a factor of broad media fragmentation and expansion that “everything is media today”, according to Media Lions jury president and global CEO of IPG Mediabrands, Matt Seiler. Kate Thomas, strategy director at Dynamo New Zealand, believes a the proportion of entries coming from non-media agencies should worry media agency bosses.”

Image: Flickr Creative Commons by Zechariah Judy.

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