CANNES, FRANCE: Ketchum shone in the shortlist for the 2013 Cannes PR Lions, with 10 nominations from across the Omnicom firm's global network in with a chance of taking home an award in a ceremony in the south of France later today.
Five of the shortlist came from Ketchum US: Frito-Lay's ‘Lays Do Us A Favor' from its San Francisco office; Mattel's ‘How Monster High Helped Girls Celebrate their Imperflections' and US Farmers and Ranchers Alliance's ‘Farmers and Ranchers Answer the Tough Questions' from Los Angeles; Dr Pepper Snapple Group's ‘McKayla Maroney is Finally Impressed… With 7-Up Ten' from Washington; and 7-Eleven's ‘7-Election' from Ketchum Dallas.
The PR awards jury is chaired this year by Ketchum senior partner and CEO for EMEA, David Gallagher. The agency is also associated with Philips UK's ‘Perfectcare Makes Ironing Hot' campaign, entered by the OneVoice Connect Omnicom PR agency alliance, which was nominated twice.
Ogilvy PR's global MD, strategy and planning, Jennifer Scott, and Nancy Seliger, EVP and senior partner, global client relations at FleishmanHillard, are also members of the judging panel.
WPP's Ogilvy performed well as a network, with 15 shortlisted nominations across the board, but probably only one that could be directly attribute to the agency's PR arm.
Christine Cea, director, marketing communications at Unilever, said: “There's a blurring of lines between the agencies submitting. There's still much work to be done for PR agencies to assert themselves as creators of the work when ad agencies were the originators of the content/creative.”
From Unilever's three highlighted entries, Cea singled out the Dove ‘Real Beauty Sketches' work from Ogilvy Brasil in Sao Paulo, which was shortlisted in two categories: “After its submission it went on to be the most-viewed ad on YouTube, underscoring the increasingly critical importance of sharable equaling talkable.
“When we released it in the US it got some momentum virally, but then really spiked after two segments on Good Morning America. It wouldn't have generated as much buzz if it didn't have the media relations push as well.”
US agencies garnered 21 PR Lions shortlist nominations in total, including FleishmanHillard (one for San Francisco, one for New York), Edelman New York, Draftfcb New York, Saatchi & Saatchi LA (twice), Arnold Worldwide Boston, Pereira & O'Dell San Francisco (twice), Havas PR New York, 360i New York, Leo Burnett New York (twice), and Y&R New York.
Sweden's Prime PR continued its impressive record at Cannes, with four shortlisted nominations.
There were 1,296 entries submitted to this year's Cannes PR Lions, up 15% on last year's 1,130 – 207 entries came from US firms (up from 139 last year), 96 from the UK, 63 from Japan, 61 from Germany, 56 from Sweden, 54 from France, and 46 from China.
The winners will be announced in a ceremony that takes place this afternoon US time.