Media Lions Grand Prix goes to Leo Burnett Sydney

CANNES 2010 - Leo Burnett Sydney's 'EOS Photochains' campaign for Canon was awarded the Media Lions Grand Prix as the notable bright light in a category hit by the recession.

Media Lions Grand Prix winner
Media Lions Grand Prix winner

The agency was also awarded the Media agency of the year prize. Just 47 Gold, Silver or Bronze Lions were presented across the board, down significantly from 122 awarded in 2009.  

Two UK agencies were among the eight Gold Lions winners.

Abbott Mead Vickers BBDO won for the 'Choose A Different Ending' campaign for The Metropolitan Police and Mindshare won for the 'Live and Unedited' campaign for First Direct.

The drop in accolades came despite the number of entries in the category increasing 18% to 2,162 from 70 countries, prompting questions about the standard of the entries.

Nikki Mendonca, president EMEA of OMD, said she thought the standard of work in the category had been a "reflection of the recession".

She said the impact the financial squeeze had had on entries had been more pronounced across Western Europe, "where many agencies understandably had other priorities" last year.

Fellow judge Mike Cooper, worldwide chief executive of PHD, also said there had been a dearth of strong entries but stressed every piece of work presented an award had strong insights and demonstrated strong ROI.   

Mendonca said Leo Burnett Sydney's "compelling and borderless work" for Canon was a worthy winner that had highlighted the "power of collaboration".

The Media Lions Jury was presided over by Laura Desmond, global chief executive of Starcom MediaVest. Desmond said Leo Burnett's Grand Prix was clear recognition the campaign had demonstrated how media can be "an enabler and a facilitator, not just a distributor".

Created in 1999, the Media Lions are designed to recognise excellence in media strategy, planning and execution.

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