Many of the main PR company teams are represented within the 2023 Cannes PR Lions shortlist and have three days of expectation and suspense earlier than the winners are introduced Wednesday afternoon U.S. time.
There are 163 contenders for the PR Lions on the 70th iteration of the Cannes Competition of Creativity out of an preliminary entry record of 1,600, roughly 10%.
PR corporations represented for the coveted concept creation credit – those that basically matter – embody regular suspects corresponding to Edelman, Weber Shandwick, Ketchum, Golin, MSL, BCW, Stagwell-owned Forsman & Bodenfors and Citizen Relations – in addition to Pink Havas Center East and Mischief PR in London.
Extra businesses getting PR credit embody Alison Brod, FleishmanHillard, Zeno Group, Hill+Knowlton Methods, Allison+Companions, London’s Hope & Glory and lots of others.
Jurors this 12 months want to award work that makes a significant long-term influence relatively than PR stunts or entries which have been constructed principally to win an award. Objective continues to be necessary, nevertheless it must be genuine and never pushed by gimmicks. Cannes is considerably hampered right here by having a phase referred to as occasions and stunts, and 13 campaigns are shortlisted below this class.
It was good to see work shortlisted that has already been honored in PRWeek’s Oscars of the PR trade (PRWeek US Awards), International Awards, Healthcare Awards and Objective Awards.
Our International Awards Marketing campaign of the 12 months, Prime Weber Shandwick’s Glad Birthday from Earth robotic lawnmower activation for Husqvarna, is shortlisted. Edelman’s See My Pores and skin for Vaseline gained Greatest Well being Fairness on the PRWeek Healthcare Awards and quite a few PRWeek Objective Awards in 2022.
Citizen Relations Toronto’s Reclaim Your Title for #Elimin8 Hate gained Greatest Nonprofit activation on the PRWeek International Awards.
It’s considerably ironic that Golin London’s Dramatic Transformation marketing campaign for Asics is shortlisted for a PR Lion in 2023, on condition that Edelman gained the Cannes Lions Grand Prix for its Everlasting Run activation for Asics in 2021 within the Leisure for Sport class. Asics transferred its enterprise to Golin within the 12 months following that achievement.
Cannes has at all times been weak on disaster PR campaigns and just one activation is shortlisted this 12 months – Banda Company in Kiev’s Be Courageous Like Ukraine. Utilizing Nationwide Branding to Resist Navy Aggression piece for Ukraine.
Nevertheless, jurors did determine a number of campaigns that undoubtedly certified as disaster activations however that have been entered within the incorrect classes. It mirrored a standard theme of entrants not submitting to the fitting classes, which isn’t to say corporations ought to carpet bomb the Lions with a number of entries for a similar activations – relatively they need to be completely focused and centered make sure that they get the fitting campaigns in the fitting classes.
As at all times, and that is widespread suggestions, entrants additionally want to make sure they’re creating bespoke movies for his or her entries with narratives that basically match the marketing campaign being entered. Â Â
That is typically cited as the rationale artistic businesses do higher at Cannes than their PR counterparts, nevertheless it ought to be famous that the judging is completed blind and jurors don’t know which company is getting into when they’re reviewing the movies.
By way of what we are able to count on of the winners when they’re introduced on Wednesday, jurors are specializing in honoring earned-first work. Having a very good trigger by itself won’t go muster – the marketing campaign must be primarily based on an excellent concept and make a significant influence. Having mentioned that, 14 campaigns are shortlisted within the company objective and social accountability phase.
It was good to see 12 of the shortlisted campaigns categorized below the cultural perception phase, though solely two of the shortlist are categorized below PR effectiveness, a longstanding Achilles’ heel of the career. Three shortlisted campaigns are particularly acknowledged for media relations.
The jury can be eager to widen the scope of the winners to additionally acknowledge enjoyable, entertaining and joyful work. Edelman London’s Mayo McHack for Hellman’s Mayonnaise, Gray New York’s Style My Face for Applebee’s (with a PR credit score for Present International) and DDB Chicago’s Apology for Skittles (with a PR credit score for Weber Shandwick) are among the many shortlisted campaigns that tick a few of these packing containers.
The story at all times adjustments considerably as soon as the winners of the PR Lions are introduced however, within the meantime, there’s lots to chew on it phrases of recognizing what’s pushing the boundaries of efficient and artistic PR observe.
