Agency: Bartle Bogle Hegarty
By Noelle McElhatton, marketingmagazine.co.uk, Tuesday, 28 June 2011 08:48AM
The haul included recognition for Google’s TV ad during Super Bowl 2010, a campaign that executive chairman Eric Schmidt initially thought was a bad idea.
The execution was created by Bartle Bogle Hegarty New York to promote Google’s Chrome browser.
Schmidt told delegates he was so sceptical about the plan to run a multimillion-dollar TV ad, he thought ‘hell had frozen over’. However, analysis showed the ad ‘paid for itself’.
Google’s Grand Prix was in the Cyber category and its Golds came in the Cyber, Outdoor and Film categories.
Harvey Nichols, Volkswagen, IKEA, Procter & Gamble and Tesco also won multiple awards. Festival chief executive Philip Thomas said the era of smaller brands winning awards for quirky campaigns was over.
‘That’s a 10-year-old myth,’ Thomas told Marketing. ‘The winners now are the P&Gs, Nikes and Heinekens.’
Cannes organisers said 20% of the 11,000 delegates at the event represented brand-owners, up from 15% last year.
This article was first published on marketingmagazine.co.uk