On Friday, Universal McCann San Francisco was awarded the only Media Lion awarded in the US market at the prestigious 2004 Cannes International Advertising Festival. The award was in the "Best Use of
Newspapers" category for a campaign devised on behalf of Microsoft's MSN Direct Smart Watch. This campaign involved placing daily news headlines into individual Microsoft ads as a way of demonstrating
the MSN Direct Smart Watch's capability to supply consumers with up-to-the-minute news information.