A marketer that traditionally eschews the limelight will find itself center stage this year when the ad industry gathers in the South of France. Mars, the company behind brands like Snickers, Pedigree, Whiskas and Skittles, will be celebrated as the Advertiser of the Year at the Cannes Lions International Festival of Creativity.
Since Mars landed its first Cannes Lion in 1990, the company’s commercials have won 77 Lions across categories, which include 11 Gold Lions and a Radio Grand Prix in 2007 for the Snickers “Hoedown” ad.
In making the announcement, Cannes Lions CEO Philip Thomas noted that Mars has won Lions for work in countries that include France, the U.S., the U.K., Brazil, South Africa, Portugal and Chile, among others. He said the festival’s recognition is “a testament to a company which truly embraces creativity and demands outstanding work from its agencies.”
Bruce McColl, the chief marketing officer at Mars, will accept the honors on June 23 during the film, film craft, branded entertainment & content, and titanium & integrated Lions awards. Mars works with Omnicom agencies BBDO and DDB.