Why Apple is again Cannes Lions’ Creative Marketer of the Year

This year, the Cannes Lions International Festival of Creativity announced Apple as the 2025 Creative Marketer of the Year. Given annually since 1992, the prestigious accolade is presented to a marketer that has amassed a body of iconic, Lion-winning work over a sustained period of time. This is the second time Apple has been honored with the prestigious honorary Award having been previously honored in 2019.
Jeff Beer for Fast Company:
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Now, Apple is an iconic marketer, an all-time, first ballot Hall of Famer. But in my opinion, 2024 has been a bit of a mixed bag. So why is this Apple’s year?
To discuss where this past year fits in the pantheon of Apple’s greatest hits, I called up Elizabeth Paul. A strategist by trade, Paul is the chief brand officer at award-winning ad shop the Martin Agency. You’ll know their work for major brands like Geico, UPS, the new Axe work with Pete Davidson, and much more. More importantly, she’s always up for some hot take banter about the work and culture around advertising and brands.
Paul told me when she was rewatching a lot of Apple’s 2024 work, she kept thinking about whether any of it would fit into her top 5 list of Apple’s all-time work. “Is there anything this year that would dislodge something else that I’ve loved for a long time?” she says. “I would say the thing that got closest to me was ‘Someday,’ which is beautifully done and really powerful.”

Listen to the podcast to hear us break down our top 5 lists of all-time Apple ads:

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MacDailyNews Note: Earlier this year, commenting on being named Creative Marketer of the Year, Tor Myhren, Vice President, Marketing Communications, Apple, said, “We are incredibly grateful for this honor, which highlights the passion and creativity of an extraordinary team. Apple has always existed at the intersection of liberal arts and technology, and we work hard to channel our creativity into content that will inspire our users to unlock their own.”
More information on Cannes Lions, including details on the Awards, can be found here.

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