Cannes Lions and Ketchum Announce Winners of Young Marketers Competition

Cannes Lions and Ketchum Announce Winners of Young Marketers Competition

Teams from the Philippines, Belarus and Brazil Win Top Honours

Justine Ferrer and Angeline Go of Del Monte PANA in the Philippines won the Gold Lion for the second-annual Young Marketers Competition at the Cannes Lions Festival of Creativity. The competition, sponsored by Ketchum, challenged 17 teams of young in-house marketers from around the world to develop a product or service concept that is an extension of their own companies’ business and supports a charitable cause.

Competitors then presented their communication plans to a panel of industry leaders, which included David Gallagher, Ketchum senior partner and president of Europe, Rachel Hatton, U.K. planning director for Ogilvy and Mather, and Eric Einhorn, global strategy director for McCann Worldwide.

For the winning brief, Ferrer and Go, both of food and beverage manufacturer Del Monte, developed a new drink concept and communications plan that would promote peace and community in the Philippines’ Mindanao island.

Of the judging, Gallagher said, “We thank the young marketers for their impressive and inspiring work. It was an incredibly difficult decision. The teams’ product ideas were brilliant and their briefs clear, directive and creative. With the top three finishers coming from emerging markets, it strongly demonstrated that creativity is everywhere. Their innovation was world-class and truly deserving of the world stage.”  

The Silver Lion went to the team from Belarus, Darya Borovskaya and Alena Koleson, who developed a concept for a cranberry drink for beverage producer Heineken Breweries that would support the fight against erosion of endangered wetlands. Brazil’s Joanna Moura of Vivo and André Sabó of food manufacturer Sadia won the Bronze Lion for producing a concept for a new Sadia soup line that benefits the homeless.

Participants were given 30 hours to develop their product or service concept before showcasing their communication plans in a two-page written brief and short presentation to the judging panel. The winning teams were recognized at the Cannes Lions’ Integrated Awards Ceremony held Saturday, 25 June.