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Media shake-up continues: General Mills and Eurostar make their choices
General Mills, makers of Cheerios and Häagen-Dazs, has appointed IPG’s UM to handle its global strategy, planning, buying, analytics, performance and commerce efforts across 36 markets.
The $800m General Mills business (or almost all of it) was previously held by WPP’s Mindshare. But it’s not all bad new for WPP: Wavemaker won the £25m Eurostar account after a pitch against Havas, UM and Publicis. Eurostar was already a Wavemaker client, but the pitch was for the expanded business following the acquisition of European high speed rail service Thalys.
A General Mills statement said: “UM brings differential capabilities across the critical pillars of transformation to include omnichannel strategy and planning, specialized talent, advanced data strategy and tech stack and focus on measurable outcomes.”
There have been plenty of big media reviews this year and it seems that with every appointment, the client’s message is about their new agency’s superior transformation and innovation capabilities.
Yet no one group is emerging as the indisputable victor – they all seem to be winning as well as losing. Omnicom recently won BMW in the North and Latin America (from IPG) as well as Uber (from WPP). Publicis Groupe won Kimberley-Clark in the US (from WPP), while WPP won Nestlé’s European business in September.
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Cannes Lions makes a play for luxury brands and ditches mobile for 2024
Next year’s Cannes festival will include a new Luxury & Lifestyle awards track, which CEO Simon Cook says is here to reward “disruption” in the sector, with a focus on work that “drives business performance and brand loyalty”.
Gucci won a Bronze Lion in film craft this year for a campaign with Dentsu Tokyo (pictured).
Meanwhile, the Mobile Lions have sensibly been retired in recognition of the fact that “Over the past number of years, mobile-led creativity has been expanding into almost every Lion.”
Marian Brannelly, the global director of awards, points out that luxury the sector is negotiating “the changing values of new demographics, the evolving definition of luxury in non-Western markets and the need for a heightened focus on sustainability and conscious consumption.”
All of which is true, but it’s also tempting to conclude that Cannes Lions has seen the money in luxury and wants to bring some of it into the festival. And who can blame them, especially given the French dominance of the market? Paris-based LVMH owns (among others) Louis Vuitton, Dior, Tiffany, Givenchy, and three of the best known champagnes – Möet & Chandon, Dom Pérignon, and Veuve Clicquot.
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BBH smashes stigmas for Girl vs Cancer in subversive new campaign
Girl vs Cancer is a charity collective that wants to put two fingers up to cancer, and these three BBH films do just. They talk openly about sex for sufferers and survivors, issuing the defiant message, “Cancer won’t be the last thing that f***s me.”
Sexual dysfunction affects around 60% of women with cancer, but it’s one of those topics that gets pushed to the background: less than a third of women are given any information about how a diagnosis will affect their sex life.
Lauren Mahon, founder of Girl vs Cancer, said: “Sexual wellness should be a part of ongoing routine cancer care, but providing learning resources for healthcare professionals only helps if patients are empowered to have a conversation about this topic.”
Helen Rhodes, ECD of BBH, said: “Every single woman in cancer care deserves to get the help they need, but for myriad reasons, often aren’t able to ask for it. Our approach might make some people uncomfortable and that’s fine. As long as it gets people talking, we know that’s the most effective way to kickstart change.”
BBH’s campaign – which includes OOH and social media – will most definitely bring a taboo topic into the foreground.
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