Why Cannes Lions Named Google Creative Marketer Of The Year

Cannes Lions named Google its Creative Marketer of the Year for 2018 this week. The company has gained a reputation for innovative technology to support advertisers as well as creating and helping brands to create some of the boldest and creative campaigns.

Google has been called a master marketer -- especially of its own products and services --as well as cultural experiences. But search engine optimization and paid-search tactics have helped hundreds of companies get started and remain in business.

Take, for example, Shennice Cleckley, a self-taught baker who learned how to grow her business selling cakes, cookies and other sweets after closing down her brick-and-mortar store. The most interesting part of this 3.5-minute video is how Cleckley taught herself to decorate bakery items and become an entrepreneur with help from YouTube videos and Google search services.



One of my favorites is the remake of “Hilltop,” the 1971 Coca-Cola commercial. Yes, I feel fortunate to say that I remember seeing the original version of this ad for the first time the year it was released.

This year Cannes Lions recognized Google “for embracing creativity across their brand marketing, the application of new technology to creating effective campaigns, and inclusive storytelling.”

With the news that Google won the award this year for Creative Marketer, Cannes Lions and Google also announced a partnership to launch the Google Creative Campus.

The Google Creative Campus will work with the Roger Hatchuel Academy to create a program for 45 students at Cannes. The focus will turn to “driving greater gender, ethnicity and socio-demographic diversity in the creative industries,” according to the release.

About 50% of the students will come from groups that are historically underrepresented in advertising and marketing. Cannes Lions representatives from advertising, communications, and related marketing disciplines will select the students, who will receive funding and support.

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