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Asian agencies perform poorly in Cannes PR Lions

Asian agencies have taken out just three Silver PR Lions and four Bronze PR Lions, with one of the key jurors telling Mumbrella that Asian agencies were let down by a low number of entries in the category.

Among the most prominent of the winners was Ogilvy Mather Bangkok who picked up a Silver Lion for the widely lauded ‘Smoking Kid’ campaign which was created for the Thai Health Promotion Foundation. The campaign which went viral with more than two million views and received a nomination in the public sector category.

Also picking up Silver Lions were Publicis Communications Gurgaon for their Adopt a Pothole campaign for Apollo Tyres in the automotive category. Cheil Worldwide Seoul received a Silver Lion in the financial services category for the Bridge of Life campaign created for  Samsung insurance.Taking out Bronze Lions was Japanese agency TBWA Hakuhodo Tokyo for their innovative  “Soil Restaurant”  campaign and Singaporean agency BBH Asia Pacific Singapore for its National Night campaign for Perfect Ti Van Melle.

Indian agencies Ogilvy & Mather Mumbai and BBDO India Mumbai also received Bronze Lions. Ogilvy & Mather Mumbai won for their Lifebuoy Roti a campaign created for Hindustan Unilever. While BBDO India Mumbai was recognised in the best integrated campaign category for Shave or Crave campaign for P&G India.

PR Lions juror James Wright, who is also Asia Pacific head of Havas PR, told Mumbrella that more needed to be done by the festival to bump up entry numbers next year.

“The festival needs to do more to encourage more entries from Asia,” he said. ”There was just one shortlist entry from China. And for such a massive market, that’s disappointing.”

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