Aussie media agencies barely represented on Media Lions shortlist

Australian media agencies have again performed poorly in the Cannes Media Lions with only one making the shortlist.

Overall Australian agencies received 15 nominations, with 14 of those going to creative agencies. UM Sydney was the media agency on the shortlist, nominated for best use of integrated media for its Lambnesia campaign for Meat and Livestock Australia.

Dominant on the shortlist was DDB Sydney’s three nominations for its work with McDonald’s; McCann Melbourne which had two nominations for Dumb Ways to Die; and Leo Burnett Sydney which picked up three nominations for work on Coca-Cola, Diageo and Seek Volunteer.

Australian agencies performed particularly well in the categories of social media, best use of integrated media and best use of ambient media in a small scale with three nominations in each category.

There were 3031 entries in the Media Lions, with 153 from Australia.

Australian entries on the shortlist:

Best  use of integrated media
UM Sydney Meat and Live Stock Australia The Lambnesia epidemic
Leo Burnett Sydney Seek Volunteer Volunteer to Promote Volunteering
Leo Burnett Sydney Diageo Australia Road to Recovery Bundaberg Rum

Best use of ambient media large scale
DDB Sydney McDonald’s Becomes Macca’s

Best use of ambient media small scale
Publicis Mojo Sydney James Boag Draft Fascinators
GPY&R Sydney Colgate Mouthguard
Leo Burnett Sydney Coca-Cola Small World Cola Machines

Best use of social media
McCann Melbourne Dumb Ways To Die

Best use of branded content
McCann Melbourne Dumb Ways To Die
Grey Melbourne Bulla Dairy Food Cloud 9
Joy Sydney Nike She Runs In The Night

Best use of special events and stunts
The Monkeys Reverse Robbies Oak

Best use of mobile device
DDB Sydney McDonald’s Track My Maccas

Charity and Public Messages
BMF Sydney Mailbooks for Good, The Foothpath Library
GPY&R Melbourne Air Force Air Force FM

Retail and e-commerce
DDB Sydney McDonald’s Becomes Macca’s

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

topics Cannes Lions media agencies Media Lions UM

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Comments: 1

Milli Vanilli 18 Jun 13

Well at least media agencies won’t be accountable for the block voting crisis…..

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