Cannes Lions Names Apple 2019 Creative Marketer of the Year

The Cannes Lions International Festival of Creativity has named Apple the Creative Marketer of the Year, marking the first time the innovative tech giant has won the award.

That’s according to a press release ^( from the festival which explains that Tor Myhren, Apple’s vice president of marketing communications, will accept the award on Friday, June 21, the final day of the event. Apple follows Google and Burger King, which won the award in 2018 and 2018, respectively.

The highly-coveted award “recognizes an organization that demonstrates sustained creative excellence in the marketing of their products across multiple platforms and distinguishes itself by embracing collaboration between partners and agencies to produce truly outstanding creative communications and marketing,” said Cannes Lions.

“We are humbled to receive this prestigious award. Apple Inc. has always believed creative, passionate people can change the world for the better,” said Myhren.

People familiar with the selection process said Cannes’ Creative Marketer of the Year designations are based primarily on two factors: the brand’s history as an award-winner and its willingness to play a prominent role in the festival itself.

Apple in 2018 won the Entertainment Lion for Music Grand Prix for its “Welcome Home” HomePod ad directed by Spike Jonze and starring FKA Twigs ^(, and the Brand Experience & Activation Lion Grand Prix for its “Today at Apple” retail store experience ^(

The festival introduced the Creative Marketer of the Year Award in 1992 to honor brands that have shown how standout creativity helps drive business. Past honorees include Burger King, Coca-Cola, Google, Ikea, Samsung, Heineken, McDonald’s, Mars, and Unilever.

Counterclockwise: searching for the meaning of max, mini, pro, plus and other such names

Is “Pro” better than a “Plus”? Which is bigger, “Max” or “Note”? Which has the bigger battery? How small is a “mini”, anyway?

Some of these qualifiers do carry some meaning, e.g. “note” always means a larger device. Larger than the company’s average phone that is, there is no legal minimum for a phone to be get “note” in its name.

“Max” is more vague – it could mean a large screen, large battery or both. Similarly, “Pro” and “Plus” carry connotations of a more premium device (which often means larger too), but again there are no rules to naming phones.

Let’s start by finding which qualifier is the most (ab)used. Usage of these terms was rare before 2006 or so, so that’s when our charts begin (for example, it wasn’t until 2018 when the first “note” showed up – the Galaxy Note).

Historically, manufacturers preferred “plus” for their top offerings, but recently “pro” has taken over in terms of new models. And there seems to be a good explanation – in terms of popularity, “pro” phones have fared much better on average than the “plus” ones.

As we mentioned earlier, “note” came on the scene in 2018 and caused quite a splash – it had a huge-for-the-time 5.3-inch display. It was way above the global average for phones and words like “max”, “plus” and “pro” just didn’t mean much for screen size. Now there’s little variety in terms of screen size, regardless of name.

While they don’t mean much for screen size, there’s a strong correlation between these words and larger batteries.

Maybe the average is the wrong number to look at, let’s find the outliers, e.g. the biggest and smallest “mini”. Well, isn’t this annoying? The largest “mini” phone often has a larger screen than the average phone! Even with the smallest bezels, these are not small phones.

There’s more variety in “max” models. Last year, they ranged from the puny 2.8″ screen of the Energizer Power Max P20 ^( to the 7.12″ slate of the Honor 8X Max ^( You see, the Energizer is a “max” because of its battery (4,000mAh is huge for a feature phone), not its screen.

Does that mean that “max” is a qualifier that signals a large battery, not so much a large screen? It definitely seems so, a “max” phone has at least an average battery and at best one that’s quite a bit larger than the common phone.

So, what do you think? Do qualifiers like “max” and “pro” help us find the right phone? Or are they just gimmicky marketing terms with no set meaning?

Let’s block ads! ^( (Why?) ^(