The Cannes Lions International Festival of Creativity has named Unilever as the Creative Marketer of the Year for 2024. This prestigious accolade is bestowed upon marketers who have consistently delivered iconic, award-winning campaigns over an extended period. Unilever has earned a reputation for its daring, creative, and innovative marketing solutions, previously receiving the same honor in 2010.
At last year's Cannes Lions, Unilever garnered numerous Lions across various brands including Dove, Hellmann’s, and Dirt Is Good (known as Persil, Skip, and OMO), among others. Notably, Dove secured the Media Lions Grand Prix for its ‘#TurnYourBack’ campaign by Ogilvy, London / DAVID, Madrid. This campaign was lauded for its timely message empowering young people to resist societal pressures and embrace their authentic selves.
Dove’s journey towards inclusive beauty began with the groundbreaking ‘Real Beauty’ campaign in 2004, celebrating its 20th anniversary this year. The brand has consistently demonstrated how marketing can drive both commercial success and societal change. For instance, Dove's 'Real Beauty Sketches' campaign in 2013, which won numerous Lions including the prestigious Dan Wieden Titanium Lion Grand Prix, highlighted the beauty that women often fail to see in themselves.
Today, Dove is a €6bn brand continuing to lead efforts for diversity, equity, and inclusion, including advocacy leading to the introduction of the CROWN Act in the US, which bans race-based hair discrimination in 24 states since its inception in 2019.
Hellmann’s, another flagship brand under Unilever, has also left its mark with culturally resonant campaigns like ‘Make Taste, Not Waste’, addressing food waste challenges in innovative ways. Campaigns like ‘Mayo Cat’ and ‘Mayo McHack’ have not only engaged consumers but also won accolades in PR and Brand Experience & Activation categories.
Unilever's commitment to creativity is underscored by its ‘Get on the Frontline’ marketing philosophy and the Creative Excellence program, which emphasizes education, fostering creative talent, and removing barriers to creativity. The Creative Council, led by Unilever’s Chief Growth & Marketing Officer, Esi Eggleston Bracey, plays a pivotal role in driving these initiatives.
Simon Cook, CEO of LIONS, praised Unilever's consistent elevation of creative standards across global markets, highlighting their collaboration with diverse agency partners as a testament to their understanding of creativity as a catalyst for growth and progress.
Accepting the award, Esi Eggleston Bracey expressed gratitude for Cannes Lions’ recognition, emphasizing Unilever’s unwavering commitment to bold, creative marketing that connects with consumers and drives brand success through meaningful human connections.
The Creative Marketer of the Year award, introduced in 1992, has previously honored esteemed brands like AB InBev, Apple, Coca-Cola, and Google, all of whom have demonstrated that a culture of creativity can significantly enhance business performance through multiple Lions wins at Cannes Lions.
Esi Eggleston Bracey will deliver the opening keynote at Cannes Lions and accept the award on behalf of Unilever at the festival’s final Awards Show on Friday, June 21. For more information about Cannes Lions and pass options, visit www.canneslions.com.
