The organisers of the 59th Cannes Lions International Festival of Creativity have announced that the 2012 recipient of the Advertiser of the Year Award will go to Mars, Incorporated; manufacturer of chocolate, gum and confections, pet food, drinks and other food products.
This accolade is presented to advertisers who have distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies.
Since winning its first Cannes Lion in 1990, Mars commercials have gone on to win 77 Lions across different categories (11 Gold, 10 Silver and 46 Bronze Lions), as well as the Radio Grand Prix in 2007 for the SNICKERS® 'Hoedown' ad.
"Mars's creative and skilful approach to the brand communication of its diverse product portfolio has been rewarded at Cannes for many years," says Philip Thomas, chief executive officer, Cannes Lions. "Lions have been won for work from countries as diverse as France, the US, the UK, Brazil, South Africa, Portugal, Chile, and many more - a testament to a company which truly embraces creativity and demands outstanding work from its agencies. We congratulate all the marketers at Mars, as well as their agency partners around the world, on this well-deserved honour," he added.
Commenting on the award, Paul S. Michaels, president, Mars, Incorporated, said, "We are grateful for the recognition of the Cannes Lions Advertiser of the Year Award. This award is a testament to the fantastic work of our Mars Associates and our agency teams at BBDO and DDB. Ultimately great advertising is effective advertising, particularly when I see sustained growth on 80 year old brands such as Snickers® as an example. Outstanding creativity connects with consumers across generations, geographies, cultures and languages and I am proud of the work being generated on our whole portfolio of iconic brands."
The Advertiser of the Year trophy will be presented in Cannes to Bruce McColl, chief marketing officer, Mars, Incorporated, during the Film, Film Craft, Branded Entertainment and Content and Titanium and Integrated Lions on 23 June 2012.