Country for PR: United States
Contributor: PR Newswire New York
Friday, June 22 2018 - 06:47
MediaCom is named Media Network of the Year at Cannes Lions 2018
CANNES, France, June 22, 2018 /PRNewswire-AsiaNet/ --

-- Network outperforms all other media agencies after picking up Grand Prix, 2 
Silver and 1 Bronze Lion 

MediaCom has been named Media Network of the Year at the 2018 Cannes Lions 
Festival. The agency's work for Tesco in the UK landed the Grand Prix for 
Excellence in Media Planning, while campaigns for P&G's Gillette in Israel 
added two Silver Lions and a Bronze Lion. The agency also received eight 
shortlist nominations, making MediaCom the most decorated media agency in the 

Logo - 

The Grand Prix campaign, Tesco's Food Love Stories, enabled the retail giant to 
turn food shopping from a functional to an emotional purchase. While 
competitors focused on food provenance, Tesco used its first food campaign in 
three years to celebrate "the food you love to cook for the people you love."

The message was shared via paid digital, out of home and radio, with data 
targeting ensuring the delivery of personalised stories to consumers. Owned 
media, including point-of-sale, recipe cards, email, print and digital helped 
spread the word. 

The fully-integrated campaign delivered a 53% improvement in quality scores, 
making Tesco's Food Love Stories the retailer's most effective campaign ever. 

MediaCom worked with BBH London on the campaign with ITV Creative, Global 
Radio, Facebook and JCDecaux also providing production services.

MediaCom Israel picked up three Lions for its work with P&G's Gillette. The 
Babyface campaign picked up a Silver Lion by encouraging new dads to build 
strong physical bonds with their children by shaving their scratchy beards, 
while I Don't Roll on Shabbos grabbed both Silver and Bronze for enabling 
members of the country's Orthodox community to buy and use deodorant on the 
Jewish day of rest. I Don't Roll on Shabbos boosted Gillette's share of the 
deodorant market from 3% to 15%. 

"This is fantastic news, and I'm hugely proud of the UK team for winning the 
ultimate prize in our industry. Nor could I be happier for our client, Tesco, 
who worked in partnership with us to create this memorable campaign," said 
Stephen Allan, Worldwide Chairman and CEO of MediaCom. "Tesco's Food Love 
Stories combines great insight with fantastic business results and demonstrates 
how our Systems Thinking approach can help brands be both creative and 
effective in the way they invest their marketing budgets. I'm also thrilled by 
the geographical spread of our shortlisted work. From Vietnam to India, 
Australia to Belgium and Israel to Russia, we have ensured our clients get the 
same high quality of service in every market".

The result maintains MediaCom's dominance at global award ceremonies, as it was 
named Agency Network of the Year by Festival of Media Global earlier this year 
and topped the Gunn Media 100, published by WARC.

SOURCE: MediaCom 

CONTACT: Joanne Brenner, + 44 (0)20 7158 5770,