MediaCom scoops Media Network of the Year at Cannes Lions

After picking up the The Grand Prix campaign for Tesco’s Food Love Stories with BBH, MediaCom has been named Media Network of the year at the 2018 Cannes Lions Festival.

“This is fantastic news, and I’m hugely proud of the UK team for winning the ultimate prize in our industry,” said Stephen Allan, worldwide chairman and CEO of MediaCom. “Nor could I be happier for our client, Tesco, who worked in partnership with us to create this memorable campaign.”

The agency’s work for Tesco in the UK also landed the Grand Prix for Excellence in Media Planning, while campaigns for P&G’s Gillette in Israel added two Silver Lions and a Bronze Lion.

The Tesco campaign’s message was spread via paid digital, out-of-home and radio, with data targeting ensuring the delivery of personalised stories to consumers. Owned media, including point-of-sale, recipe cards, email, print and digital helped boost the campaign’s messages.

The campaign was praised for delivering a 53% improvement in quality scores, making Food Love Stories Tesco’s most effective campaign on record.

“Tesco’s Food Love Stories combines great insight with fantastic business results and demonstrates how our Systems Thinking approach can help brands be both creative and effective in the way they invest their marketing budgets,” Allan said.

MediaCom worked with BBH London on the campaign with ITV Creative, Global Radio, Facebook and JCDecaux also providing production services.