Nabil Sleiman, Head of Marketing Communications, AlmaraiAsk someone to name the most creative ad they’ve ever seen. They’ll say Apple. They’ll say Nike. Maybe Spotify. Maybe a car brand. Possibly a bank. Almost no one says Ariel.
And yet, if you follow the awards, the ones handed out by the people who actually judge creative work for a living, fast-moving consumer goods (FMCG) brands have been leading the pack for years. We just don’t talk about it.
The numbers tell a story the industry keeps ignoring
Cannes Lions is the closest thing advertising has to a universal benchmark for creative excellence. And over the past decade and a half, two FMCG companies have dominated it in a way that should be impossible to overlook.
Procter & Gamble was n
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