The prestigious Cannes Lions International Festival of Creativity has bestowed Unilever with the esteemed title of Creative Marketer of the Year for 2024. This honor recognizes a marketer that has consistently delivered iconic, award-winning work over an extended period, with Unilever distinguishing itself through its bold, creative, and innovative marketing solutions.
Unilever previously received the Creative Marketer of the Year accolade in 2010 and has since amassed a plethora of Lions across its portfolio of brands. At last year’s Cannes Lions, Unilever’s brands such as Dove, Hellmann’s, Dirt Is Good (Persil, Skip, and OMO), Magnum, Vaseline, Marmite, and Pot Noodle were honored with numerous Lions.
In 2023, Dove, Unilever’s flagship brand, clinched the Media Lions Grand Prix for its ‘ #TurnYourBack’ campaign, which was hailed for its impactful message by Media Lions Jury President, Christian Juhl. Dove’s commitment to inclusive beauty, epitomized by its ‘Real Beauty’ campaign launched in 2004, continues to resonate even after 20 years. The brand’s ‘Dove Real Beauty Sketches’ campaign, which garnered 16 Lions, including the prestigious Dan Wieden Titanium Lion Grand Prix, exemplifies its ability to drive commercial success while championing social change.
Hellmann’s, another Unilever brand, has made waves with its ‘Make Taste, Not Waste’ creative platform, reflecting its mission to combat food waste. Through campaigns like ‘Mayo Cat’ and ‘Mayo McHack,’ Hellmann’s has engaged audiences while promoting sustainability and humor.
These award-winning campaigns underscore Unilever’s dedication to creativity, fueled by its marketing philosophy, ‘Get on the Frontline,’ and its Creative Excellence program. Led by Unilever’s Creative Council, comprising Chief Marketing Officers and agency leaders, this initiative aims to elevate creativity by fostering talent, encouraging ambition, and eliminating barriers.
Simon Cook, CEO of LIONS, lauded Unilever’s consistent innovation, emphasizing its role in driving progress and growth. Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer, expressed gratitude for the recognition, affirming the company’s unwavering commitment to creativity and human connection.
Unilever joins an illustrious list of past recipients of the Creative Marketer of the Year award, including industry giants like Apple, Coca-Cola, and Google. Esi Eggleston Bracey will deliver the opening keynote at Cannes Lions and accept the award on behalf of Unilever during the festival’s final awards show.
The Creative Marketer of the Year award underscores Unilever’s enduring legacy of creativity and innovation, highlighting its pivotal role in shaping the global creative communications landscape.
