The Cannes Lions International Festival of Creativity has awarded Unilever the prestigious 2024 Creative Marketer of the Year title. This accolade recognizes marketers who have consistently produced iconic, Lion-winning work. Unilever, last honored with this award in 2010, has since garnered hundreds of Lions across its diverse brand portfolio.
Unilever’s impressive performance at last year’s Cannes Lions included awards for multiple brands such as Dove, Hellmann’s, Dirt Is Good (Persil, Skip, and OMO), Magnum, Vaseline, Marmite, and Pot Noodle. A standout was Dove’s ‘#TurnYourBack’ campaign, which won the Media Lions Grand Prix. Created by Ogilvy, London, and DAVID, Madrid, the campaign was praised for empowering young people to reject artificial beauty standards and embrace their true selves.
Dove’s commitment to inclusive beauty began with its 2004 ‘Real Beauty’ campaign, celebrating its 20th anniversary this year. The 2013 ‘Dove Real Beauty Sketches’ campaign further solidified Dove’s mission, earning 16 Lions, including the coveted Titanium Lion Grand Prix. Today, Dove is a €6 billion brand, continuing to drive real-world change through initiatives like the CROWN Act, which combats race-based hair discrimination.
Hellmann’s has also made significant cultural impacts with its ‘Make Taste, Not Waste’ platform, addressing food waste. Notably, the ‘Mayo Cat’ campaign and the humorous ‘Mayo McHack’ campaign, which won two Silver Lions in PR and Brand Experience & Activation, highlight Hellmann’s ongoing creative excellence.
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Unilever’s marketing philosophy, ‘Get on the Frontline,’ is supported by its Creative Excellence program, emphasizing effectiveness, creative ambition, talent nurturing, and removing creativity barriers. This initiative is led by Unilever’s Creative Council, chaired by Chief Growth & Marketing Officer Esi Eggleston Bracey, and includes collaboration with various creative agency leaders.
Simon Cook, CEO of LIONS, stated, “Unilever is consistently delivering work that raises the bar for creative excellence. This award celebrates their commitment to creativity as a driver for progress and growth across diverse markets and brands.”
Esi Eggleston Bracey expressed gratitude, saying, “Thank you, Cannes Lions, for recognizing our brand leaders and agency partners. Our commitment to bold, brave, and creative marketing is unwavering. It’s an honor to accept this award on behalf of our exceptional team.”
Introduced in 1992, the Creative Marketer of the Year award has honored brands like AB InBev, Apple, Burger King, Coca-Cola, Google, Heineken, IKEA, Mars, McDonald’s, Samsung, and Microsoft. These brands have demonstrated that a culture of creativity drives business performance.
Esi Eggleston Bracey will deliver the opening keynote at Cannes Lions on Wednesday and accept the award on behalf of Unilever at the final Awards Show on Friday, June 21. Further details and pass options are available at www.canneslions.com.
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