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Korean agencies spend big at Cannes again

East Asian companies have returned to the Cannes Lions in force again this year, spending heavily on sponsorship at the awards and conference.

Innocean at Cannes

Korean ad agency Cheil, which branded the front of the Palais des Festivals in 2012, sponsored the delegate bag this year, and has spent heavily advertising on the walls of the conference area.

Its key Seoul-based rival Innocean has secured the most prominent position outside the Palais des Festival, co-branding the area with its biggest client, carmaker Kia.

Cheil brought Korean K-pop band 21 to the festival in 2012, and this year is holding a session featuring clients including Dunkin Donuts and Samsung to show how “every company is a media company”.

According to various reports – though not confirmed by Cannes Lions – the festival made around €15m (US$15m) in net revenue last year, through awards entries, delegates and sponsorship.

Asia has grown in stature at Cannes over the years, with Cheil claiming a media grand prix in 2011 with its virtual supermarket for Home Plus.

According to an infographic produced by Sapient Nitro, Australia has won the most grand prixs of the countries from Asia Pacific over the last 60 years, followed by Japan.

China, India, Malaysia, Korea and Hong Kong are the only other Asian nations to take home top honours from the festival.

Sapient Nitro infographic

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