Ketchum At Cannes
At Ketchum UK, we are proud to announce our remarkable success at the Cannes Lions, where we have been recognized with 5 prestigious awards. Our accomplishments include a Gold Lion in Creative Commerce within the Corporate Purpose & Social Responsibility category, TWO Silver Lions in the Retail and Corporate Purpose & Social Responsibility categories, as well as a Bronze Lion in the Single Market Campaign for our Iceland Campaign. Furthermore, we have achieved a Gold Lion in the Health & Wellness Lions for Bodyform/Libresse – #Periodsomnia, in the category of Health Awareness & Advocacy > Brand-Led Education & Awareness.
These accolades signify the immense value we place on purposeful work that transcends boundaries and makes a meaningful impact. Through strong partnerships and shared values, we have demonstrated the power of collaboration and the alignment of our collective vision. We take great pride in this extraordinary achievement, as it not only solidifies our position as industry leaders but also highlights our commitment to creating work that goes beyond recognition and genuinely contributes to a better world.
More about the work:
Ketchum London and Iceland Foods lead Cannes Lion PR wins
Just one year ago, Ketchum and Iceland Foods began a partnership. We have the honour of supporting both the brand and corporate sides of the business and sitting on-site to ensure optimal collaboration.
Steeped in this business, there was always one purpose program that stood out as a perfect blend of our company’s shared values to being a force for good: The Iceland Food Club.
Background: Iceland was the first supermarket retailer to offer customers small micro-loans that were entirely interest-free across the year to address short-term food insecurity — and sustain families through difficult weeks when budgets simply couldn’t stretch far enough. Earned media was imperative to getting the word out about the support. The PR team landed 132 unique pieces of coverage generating 1.6B earned media impressions. Bloomberg UK said it had “taken CSR to a whole new level.” 50,000+ Iceland customers applied to Food Club in the first week. Loan applications now average 4,000 daily. Of those approved, 66% would have been turned down by UK lenders.
“Everything about our work with Iceland Foods speaks to our values as an agency; the epitome of work that matters and delivering culture-first, creative work. To have this recognised on a global level at Cannes, picking up four awards, is nothing short of outstanding – and a first of its kind for Ketchum. This world-class work wouldn’t be possible without the passion, ambition and creative prowess of our dedicated team. To have achieved this within the first year of our partnership with Iceland Foods is a testament to the strength and trust of our relationship, and I’m looking forward to us reaching new heights together in the future.” – Heather Blundell, Deputy CEO, Ketchum UK
This outstanding campaign won a coveted Gold Lion in Creative Commerce in the Corporate Purpose & Social Responsibility category – amongst three others. The PR Lions jury awarded the campaign two Silver Lions in the Retail and Corporate Purpose & Social Responsibility categories and a Bronze Lion in Single Market Campaign. This is an incredible feat, considering PR Lions received over 1,600 entries and just 163 campaigns shortlisted (10%).
But don’t just take it from us, hear directly from our client: Richard Walker, Executive Chairman at Iceland Foods, who said “Ketchum has been instrumental in supporting Iceland Foods gain notability at Cannes, and we are delighted to be honoured on the global stage for our work.”
For over 50 years, we have been committed to ‘Doing it Right,’ and are uniquely positioned to move quickly to tackle local social issues. Our progressive initiatives are always born from listening to our consumers – and amidst skyrocketing prices, we pioneered a sustainable and innovative approach/program that is helping thousands weather inflation with dignity. Uniting with an agency like Ketchum which shares our mission to serve society and be a force for good cannot be underestimated. The strength of our ongoing partnership will continue to bolster our CSR commitments.”
We believe in the power of earned for culture-first, purpose-driven campaigns. If you’re interested in learning more about this campaign or have a program that could use Ketchum’s rigor, we’d love to talk.
Heather Blundell, Deputy CEO, UK
Award-Winning Campaign Spotlights Women’s Health and Drives Conversation on Periodsomnia, Led by AMV BBDO, Somesuch, Ketchum UK, and Zenith
A strong integrated agency team means positive outcomes for clients. We’re so proud that perspective came to light through the Gold Lion win in the Health & Wellness Lions for Bodyform/Libresse – #Periodsomnia, within the category of Health Awareness & Advocacy > Brand-Led Education & Awareness.
Led by AMV BBDO, Somesuch, Zenith, and Ketchum UK, the campaign shines a light on all the struggles associated with night-time periods, as women+ lose 5 months of sleep over a lifetime due to discomfort, anxiety and fear of nights on their period.
Using insights gathered from a global study by Ketchum Analytics talking to more than 10,000 women, #Periodsomnia was a term coined to make sense of all the struggles associated with night-time periods, such as the bleeding, the dreaming, the bloating, the tossing and turning.
By tackling the invisibility of the issue with beauty and empathy, the campaign aims to close the gender sleep gap and provide comfort and community to the millions of women+ thinking they’re alone in this. #Periodsomnia was launched across 32 markets, garnered strong earned coverage, and drove market share growth for the brands. 63% of women+ said they were persuaded to try Goodnight pads after having seen #Periodsomnia.
Consumer Health is a cross-industry priority for Ketchum UK.
If you are interested in push the boundaries of this space with an agency who’s seen massive success for our clients in the space, we’d love to talk.
Katy Davidson, Managing Director, Healthcare
More about the work we did:
Jo-ann Robertson, Our Esteemed Jury President, Celebrates REAL Impact at Cannes Lions Festival, Shaping the Future of PR!
During a compelling panel discussion, Jo-ann Robertson, our Global Markets CEO, shared invaluable insights, sparked conversations on advertising versus PR victories, and highlighted the three vital elements the jury scrutinises in campaigns:
- Genuine Earned Core: Assessing whether the campaign is rooted in genuine earned media strategies, reflecting the essence of public relations.
- Cultural Immersion: Evaluating the campaign’s ability to immerse itself deeply into the fabric of culture, resonating authentically with its intended audience.
- Real-World Impact: Measuring the tangible impact the campaign has had in the real world, validating its ability to drive meaningful change.
In the concluding moments of the PR Lions ceremony, Jo-ann fervently championed our industry, asserting, “Earned is not merely a channel or a category; it is a grand goal and a noble mission. Capturing the attention and time of your audience through earned media is an extraordinary privilege for any brand or organisation.”
Ketchum’s leadership and relentless pursuit of what makes a campaign truly successful in the ever-evolving PR landscape are propelling the industry forward, shaping a brighter future where genuine impact takes centre stage.
Driving Creative Excellence: Indy Selvarajah’s Insights from Cannes Lions Panel on Boosting Brand Campaigns.
Indy Selvarajah, Chief Creative Officer, Global Markets, took centre stage at the Cannes Lions International Festival of Creativity for a captivating panel discussion organized by LBBonline – Little Black Book + PRovoke Media. The panel, centred around the intriguing theme of “How PR Can Boost Brand Campaign Creativity,” explored the blurring lines between disciplines to enhance creativity. Indy, along with other industry experts, shed light on how PR agencies are evolving their creative offerings and the most effective ways for PR and creative agencies to collaborate on campaigns.
During the session, Indy shared a thought-provoking perspective: “Don’t be afraid to break the model. Introduce creative shootouts, give people a seat at the table. This will give everyone a fair chance.” These words echoed the importance of embracing innovative approaches, fostering inclusivity, and providing equal opportunities for all voices to contribute to the creative process. Indy’s participation in this panel reinforces our commitment to driving creative excellence and staying ahead in the ever-evolving world of PR. By challenging conventional norms and encouraging collaborative approaches, we can unlock new realms of creativity and deliver exceptional brand campaigns.
As we move forward, let’s heed Indy’s wisdom and embrace change, ensuring that everyone has a fair chance to contribute their unique ideas. Together, we can forge a path towards ground-breaking campaigns that captivate audiences and drive meaningful connections.
Sera Holland, our Chief Strategy & Innovation Officer, Global Markets, talked representation in our industry at Meta Beach.
As part of their opening Limitless series of talks, Meta invited Sera Holland to a panel discussion on inter-sectional representation in our industry. Focusing on gender, Sera shared new research from the Geena Davis Institute on Gender in Media that found that shortlisted ads at Cannes Lions depicted male characters in paid employment twice as often as they depicted women; and those male characters also had twice as much time on screen and speaking roles.
In her closing remarks, Sera challenged the audience to consider representation as they went into the week ahead:
“Despite the fact that women account for around 80% of all consumer purchase decisions, we are still underrepresented in ads. Historically not all women have been represented as positively and authentically as we’d all like either, and yet we have proof of the commercial and creative effectiveness of the impact of positive representation.
So, my challenge to you is to work like the world is watching. Firstly, because they are. Accountability is here and reputational risk is real. Your audiences demand authentic stories, and so should you.
Secondly, think about representation in all aspects of narrative and experience. Consider this not just in the stories that you tell, but who is shaping them. Who holds the pen, sits behind the lens, makes the decisions. Who’s not only in the room but who is being listened to. Who truly has a voice. Whose name is in the credits?
Our shared ambition as an industry should be for all women to look at our industry’s work and say, ‘those stories brilliantly represent me’.”
