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Monday, July 1, 2013

Coca-Cola Named Creative Marketer of the Year, Wins 20 Additional Cannes Lions

Coca-Cola Named Creative Marketer of the Year, Wins 20 Additional Cannes Lions
Creative Marketer of the Year

Creative Marketer of the Year

The Coca-Cola Company was presented with the 2013 Creative Marketer of the Year Award at the Cannes Lions International Festival of Creativity, widely considered to be the world’s foremost celebration of creative excellence in brand communications.

We are humbled and honored to receive this honor, which has been in the making for many decades,” said Joe Tripodi, chief marketing and commercial officer, who accepted the award on behalf of Coke’s global marketing community and agency partners around the world. “The legacy we want to leave is of a brand and company that does good things for the world and speaks to optimism, positivity and happiness.

Creative Marketer of the Year
Creative Marketer of the Year
Since winning its first Cannes Lion in 1967, Coca-Cola has amassed more than 120 coveted awards for work spanning multiple brands, creative disciplines and geographies. That total includes 20 awards won last week at the 2013 festival, led by “Small World Machines,” which shows that what unites us is stronger than what sets us apart. The inspiring film claimed nearly half of the company’s 2013 Lions.

Other winners included “Share a Coke” from Australia, the “Coca-Cola Sharing Can” from Singapore, the “Million Reasons to Believe in Thailand” campaign and the “Coca-Cola FM Amplifier” print ad from Brazil. Visit to learn more about the company’s awarded work.

Jonathan Mildenhall, VP of advertising strategy and content excellence, said “Small World Machines” in particular has the “secret formula the Cannes juries are looking for – brutal simplicity, genuine authenticity, seamless technology, an authentic product role and a strong social purpose. 

The Coca-Cola Company’s restless pursuit of creative innovation in the marketing of its brands across multiple platforms in many different territories has been honoured at Cannes for many years,” says Philip Thomas, Chief Executive of Cannes Lions. “Most noticeable, when looking at its Lion winners, there is the perfect balance between the careful, consistent management of global brands and freedom given to local teams to adapt and innovate for their markets. We congratulate Coca-Cola and its agency partners for the well-deserved achievement in keeping the business at the forefront of brand marketing thinking, and look forward to honouring them in Cannes.”

Coca-Cola Award Wins

1. Creative Marketer of the Year 
2. Branded Content & Entertainment:
     a. Best Integrated Content Campaign - Silver: Share a Coke and a Song 
3. Creative Effectiveness Lion:
     a. Share a Coke (Coca-Cola South Pacific) 
4. Cyber Lions 
     a. Best use of Technology - Bronze: Small World Machine 
     b. Other Digital Channels / Solutions - Bronze - Small World Machines
5. Design Lions 
     a. Promotional Item Design - Gold: The Sharing Can  
     b. Books - Sliver: Sprite Truth 365 #1 
     c. Special Editions & Promotional Packaging - Sliver: The Sharing Can
6. Direct Lions 
     a. Best Use of Direct Marketing Ambient Media (large scale) - Gold: Small World Machines 
     b. Best Use of Digital Direct Marketing Other Digital Platforms - Gold: Small World Machines 
     c. Best Integrated Campaign Led by Direct Marketing - Bronze: Small World Machines 
7. Film Lions a. Bronze: Crazy For Good 
8. Media Lions 
    a. Use of Media - Best Use of Special Events and Stunt/Live Advertising - Gold: Small World Machines 
    b. Best Integrated Campaign - Best Use of Integrated Media - Gold: A Million Reasons to Believe in Thailand 
    c. Product and Service - FMCG - Gold: A Million Reasons to Believe in Thailand 
    d. Use of Media - Best Use of Print - Bronze: Amplifier 
    e. Product and Service - FMCG - Bronze: Small World Machines 
9. Outdoor Lions 
    a. Billboards and Street Furniture - Drinks - Silver: Small World 1/2/3/4 
    b. Ambient Stunts and Live Advertising - Silver: Small World Machines 
10. Press Lions: 
    a. Sliver: Amplifier 
11. Promo & Activation Lions: 
    a. Gold: Sharing Can


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