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The real winner at Cannes? John O’Keeffe, WPP’s worldwide creative director

When you can’t come up with a great idea, do the next best thing – plump for an all-star cast and baroque production values. If the ad is slick enough, maybe no one will notice the difference.

Except we do. And we have, at the Cannes Creative International Advertising Festival. The winner, the crème de la crème, this year’s Film Grand Prix, simply wasn’t up to snuff. Nike’s Write the Future is a tired old trope, made worse by poor judgement in fielding Wayne Rooney. Mind you, it wasn’t as if there was much competition. I liked BBDO Argentina’s Braids and it was gratifying to see Deutsch’s Force (aka Little Darth) also pick up a gold. But they weren’t exactly compelling alternatives to Wieden & Kennnedy Amsterdam’s World Cup hymn. As my chum Stephen Foster drily points out, 2011 was not a vintage year for adland’s finest creative minds.

So who was the real winner this year? W&K? Droga5 (3 grand prix, 2 more than good old GB, which had to make do with AMV BBDO/PepsiCo garnering the new effectiveness award)?

Neither of these. I can exclusively reveal it was WPP’s worldwide creative director John O’Keeffe. He has managed to bag more prizes than anyone else. Not personally, you’ll understand, but on behalf of WPP – whose ecstatic CEO, Sir Martin Sorrell, was able to waltz off with the first-ever Holding Company of the Year award.

Readers of this blog will recall the acrimonious battle between WPP and Publicis Groupe 2 years ago over who had come second at Cannes. Last year, WPP nearly caught up with Omnicom, which regards being top dog as practically a birthright. And this year, O’Keeffe has finally kicked Omnicom’s supremacy into touch. The points-count, for those interested in “statue statistics”, was: WPP 1,219; Omnicom 1,152; Publicis 744.

Must be worth a few bob come bonus time, John.

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