WPP media agency MediaCom has been named Media Network of the Year at the Cannes Lions Festival.
The agency's work for Tesco in the UK landed the Grand Prix for Excellence in Media Planning, which ws shared with creative shop BBH blacksheep. Campaigns for P&G's Gillette in Israel added two Silver Lions and a Bronze Lion. The agency also received eight shortlist nominations.
The Grand Prix campaign, Tesco's Food Love Stories, focused on food as an emotional purchase rather than merely a functional one.
The message was shared via paid digital, out of home and radio, with data targeting ensuring the delivery of personalized stories to consumers. Owned media, including point-of-sale, recipe cards, email, print and digital helped spread the word.
The fully-integrated campaign delivered a 53% improvement in quality scores, making Tesco's Food Love Stories the retailer's most effective campaign ever, according to the agency.
ITV Creative, Global Radio, Facebook and JCDecaux also contributed to the effort.
"This is fantastic news, and I'm hugely proud of the UK team for winning the ultimate prize in our industry,” said Stephan Allan, global chairman and CEO, MediaCom. “Nor could I be happier for our client, Tesco, who worked in partnership with us to create this memorable campaign."
The agency is on a roll in global award competitions. It was named Agency Network of the Year by Festival of Media Global earlier this year and topped the Gunn Media 100, published by WARC.