The five-day festival — which “explores the value of creativity branded communications” — introduced the Creative Marketer of the Year Award in 1992 to honor brands that have shown how standout creativity helps drive business. Apple's honor follows its remarkable showing at Cannes last year.
The tech giant’s in-store retail workshop program, “Today at Apple,” created with Work & Co, took two major prizes, the Grand Prix for Brand Experience and the Titanium Lion. Apple's Spike Jonze-directed “Welcome Home” film via TBWA/Media Arts Lab won the Entertainment Lion for Music Grand Prix. The brand won 22 other Lions across 10 different campaigns in 2018 alone.
Tor Myhren, Apple’s vice president of marketing and communications, told AdAge that being named the Cannes Lions Creative Marketer of the Year is “a tremendous honor, and it is a bit humbling.” What's important about the accolade is “that the creative world is watching, and that there’s a lot of creative talent out there who some day might work at Apple," he adds. "It’s important to Apple in terms of potential future talents.”
Myhren will accept the honor on behalf of Apple at the final Cannes Lions awards ceremony on June 21.