OMD’s London-based agency Manning Gottlieb OMD was awarded the Media Lion Grand Prix, the top Media Lion award, at the Cannes ad festival for its outdoor campaign for Google’s voice search product.
The shop’s work was cited for its effectiveness with recall, which was three times the average for outdoor ads. In addition, 25% of those surveyed about the campaign said they “actively spoke to someone" about the campaign. Searches for “voice search” in London more than doubled versus the rest of the country.
The agency used 150 outdoor posters and utilized Google Maps to identify key institutions or recognized names associated with the location. For example, a billboard on Baker Street carried the phonetic spelling for Sherlock Holmes, providing media context within the creative execution.
In addition to the Grand Prix, OMD was awarded a total of a 15 Media Lions – more than any other media agency in the competition, including five silver and nine bronze. The agency also won a silver Mobile Lion. Winning campaigns included work created for global brands, such as Intel, McDonald’s, Pepsi and Wrigley.
OMD sister agency PHD won four Media Lions, including a gold and a silver and two bronze.
A total of 107 Media Lions were awarded at Cannes Tuesday evening, including 11 gold, 28 silver and 67 bronze awards. The winners are all highlighted on the festival’s Web site.
Other winning media shops included: Mediacom (1 gold, 1 silver, 4 bronze); Carat (1 gold); Starcom MediaVest Group (1 silver, 1 bronze); Initiative (1 silver); ZenithOptimedia (1 silver); Mindshare (3 bronze); Starcom (4 bronze); MEC (1 bronze); MPG (4 bronze).