The Cannes Lions International Festival of Creativity recently named Apple as the 2019 Creative Marketer of the Year. An award that the brand has never won despite its significant impact on advertising. The Cannes Lions Creative Marketer of the Year was introduced in 1992. It is given to honour a brand that has shown how standout creativity that helps drive business. In the past brands like Burger King, Ikea, Samsung, Coca-Cola and Unilever have won the award. But now Apple is Cannes Lion’s 2019 Creative Marketer of the Year.
Apple is Cannes Lions’ 2019 Creative Marketer of the Year
Apple being awarded Cannes Lion’s 2019 Creative Marketer of the Year award is a great honour for the brand. Some say it is a little bittersweet for the brand since it comes years after the death of co-founder Steve Jobs. But it also shows that the company’s creative legacy continues without him. The brand keeps getting better and better in showcasing its creativity. They have raised the bar for creativity year by year and have been recipients of a lot of Lions in past decades.
Last year they had a remarkable showing at the Cannes. Their in-store retail workshop program, “Today at Apple,” took two major prizes, the Grand Prix for Brand Experience and the Titanium Lion. Their ‘Welcome Home’ film won the Entertainment Lion for Music Grand Prix. They have won 22 other Lions across 10 different campaigns in 2018 alone.
Their creative legacy was built on traditional ads which were done exceptionally well. One of such ads was the brand’s iconic “1984” Super Bowl commercial. Over the year’s Apple has extended its reach into new types of relationships with consumers. One way which they did this was when they turned its retail stores into training grounds and community centres for users. They also debuted its own Instagram account as a showcase for its own customers’ photos, all shot on the iPhone. All these are some of the ways Apple is constantly raising the bar in creative=[[–[[- marketing.
Apple Speaks on being Announced as Cannes Lions’ 2019 Creative Marketer of the Year
Tor Myhren, Apple’s VP of marketing and communications spoke on being given the honour. He called it a tremendous honour and said it was a bit humbling. Myhren stated that what makes the award specifically important is that the creative world is watching and that there’s a lot of creative talent out there who someday might work at Apple. He stated the accolade is important to the brand in terms of potential future talents.
Myhren also spoke about their marketing, he talked about how the entire media landscape has changed. He explained that the core principles that drive their marketing have never changed. Myhren stated that at the centre of everything is simple, really stripping things down to what matters, and creativity. He also explained that it is all about creative expression and making tools and marketing for creative people. Myhren will accept the honour on behalf of Apple at the final Cannes Lions awards ceremony on June 21.