Cannes Week - F&B lands media

A creative agency, Forsman & Bodenfors Gothenburg, plucked the top prize in the Media category and was also named Media Agency of the Year.

MindShare was the media agency on the brief but, as was the case in half of the record 2,000 entries, it was the non-media outfit that entered the work into the festival.

The Grand Prix-winning campaign, "MMS" for AMF Pension, was one of a few that stood out in a batch of disappointing entries, the jury president, Dominic Proctor, the worldwide chief executive at MindShare London, said.

Only Bartle Bogle Hegarty (with a silver for "get in there" for Unilever's Lynx FX) and Nitro/MindShare (a bronze for "interactive cinema gaming" for the Volvo XC70) represented the UK.

That was despite the UK entering 150 ads, the third-highest number, after Germany with 300 and the US with 210.

"The quality clearly didn't match up," Proctor said.

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