Major marketers look for ideas

CANNES, France -- The 55th Annual Cannes Lions International Advertising Festival begins in earnest Monday, with seminars, schmoozing and a global advertising awards competition on the French Riviera.

P&G, which this year is being honored as Advertiser of the Year, says the payoff has been better, more effective advertising.

"It's been a five-year learning journey," says Jim Stengel, global marketing officer, who will collect the award on Saturday with P&G CEO Alan Lafley. "Our objective wasn't to win this award. Our objective was to become more innovative, inspiring and engaging with our consumers."

Several of the consumer product giant's campaigns are among the entries for Lions awards this year, including one for Pampers that helps fund tetanus shots for mothers in developing countries. The U.S. version of the campaign, which started two years ago in Britain, promises 5 cents per purchase to a U.N. fund through Aug. 31. It is expected to pay for 45 million vaccinations.

"To us, that is a great example of … bringing to life our brand purpose — helping babies with their development," says Jane Wildman, who oversees Pampers marketing.

Another trend at the week-long festival is that judging awards in 10 ad categories has gotten tougher. As media forms have converged, lines between categories have blurred. For example, "film" award entries — formerly only TV and cinema ads — now include video made for mobile and Web viewing.

That shows the "mainstreaming" of digital advertising, says Colleen DeCourcy, chief digital officer at TBWA/Chiat/Day, who this year is head of the judges for the Cyber (online ad campaign) category.