A splashing success at Cannes Ad Awards

ASIA-PACIFIC: Agencies from this part of the world had one of the best showings at this year's Cannes International Advertising Awards, accounting for 39 of the trophies including Lowe Singapore's Gold Lion for an Ikea TVC.

Other gold lions from the region included a Smirnoff Vodka direct marketing piece by Wow Rapp Collins Auckland and anti-smoking press and outdoor ads for the Cancer Patients Aid Association by Ogilvy & Mather Mumbai.

McCann Sydney also won the Grand Prix Media Lion for its media planning work on the Magnum ice cream "Seven Deadly Sins campaign.

Lowe's win in Singapore is significant because it is only the second time that a Singapore agency has won a gold lion for film at Cannes, according to Addison James, Lowe Singapore CEO.

And this year, the judges only gave out a total of 15 gold lions for film, James added.

Angeline Tan, Ikea marketing and communications manager, said the TVC had proven popular with Singaporeans.

Ikea Singapore had also been contacted by Ikea in Australia, Israel and Austria wanting to use the commercial in those markets, she added.

Even though Asia-Pacific did well as a whole, the results revealed three regional networks accounted for most of the wins.

Saatchi & Saatchi's Asia-Pacific offices accounted for eight lions, while Ogilvy & Mather got seven and BBDO had six.

Dentsu also performed well with three, while the remainder of the regional agency networks on the award tally list included Leo Burnett, D'Arcy, Bates and Grey, each of which mustered one lion.

Individual offices that performed best were Saatchi & Saatchi Wellington with one silver and two bronze; Ogilvy & Mather Mumbai with two gold and one silver; and Colenso BBDO Auckland with one silver and one bronze.

In terms of cities, most of the award winners came from Sydney, Tokyo, Wellington, Bangkok, Auckland and Singapore.

Ben Barnes, FCB Asia-Pacific president and CEO, said he was not surprised that a relatively small country like New Zealand performed so well.

"A lot of the creative people in New Zealand have spent time abroad so it gives them a broader perspective on things, said Barnes.

He also noted that for the first time countries such as China and South Korea were now winning Cannes awards.

He attributed this to ad agencies in those markets entering more work in international award shows.

Sion Scott-Wilson, Saatchi & Saatchi Singapore executive creative director, echoed this sentiment about China.

"The agencies in China now have some good people there and it is really starting to happen for them, he said.

He also agreed New Zealand was a creative power house internationally.

"New Zealand has a good creative culture, he said.