- The Cannes International Advertising Festival has named Diesel as the winner of the its prestigious 'Advertiser of the Year' award for 1998.
It is the first time the prize, now in its seventh year, has gone to an Italian company. Last year the award went to Japanese firm Nissin and in 1996 it went to British Airways.
The award will be presented to Renzo Rosso, who founded Diesel in 1978 at the age of 22. He will receive the award at the closing ceremony in Cannes on 27 June.
Diesel, which has a presence in more than 80 countries, has built up an international brand that, in the last seven years, has been characterised by individual creative executions running in every market of the world. It moved its advertising account from DDB Paradiset in Stockholm to Lowe Howard-Spink in London last year.