US, Belgium Are First Scorers in Adland's World Cup

20 June 2006

Outshone this year in the global hype stakes by the concurrent World Cup soccer tournament, the 53rd annual Cannes Lions International Advertising Festival kicked-off Monday with wins by the USA and Belgium.

Scoring for the former in the Promo Lions - the newest Cannes category - was Miami agency Crispin Porter + Bogusky which won the Grand Prix for its multifaceted Fast promotion to introduce the new Volkswagen GTI.

Quoth Promo jury referee Lor Gold, evp at Draft Chicago: "Promotional marketing has to be more brand driven than it used to be. But you're still promoting a product over a period of time in which the results [sales] have to be clear."

The other victorious team, Brussels-based agency I DO, snatched the Lions Direct Grand Prix with a midfield burst of creativity combined with measurable results. The shop gained its gong for a low-cost retirement plan campaign for financial services brand De Tijd which achieved a 24% spike in sales of the plan.

"Direct marketing has gone from a reliance on data and (sales) fulfillment to a swing toward a creative renaissance," ruled Direct category referee Steve Harrison, worldwide creative director, Wunderman. "But we don't forget about the rigors of data and results."

Data sourced from USA Today Online; additional content by WARC staff