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Awards and Events

McCann Worldgroup Named Network of the Year at the London International Awards

McCann Worldgroup, 1 month ago

The McCann Network was awarded a total of 68 Statues and 14 Finalists across all media

McCann Worldgroup Named Network of the Year at the London International Awards

The 31st LIA judging was held at the Encore at Wynn Hotel in Las Vegas, convening over a ten-day period. The Juries, led by their respective Jury Presidents, viewed and scored every entry within their medium, ensuring that all the work was judged equally. They concluded with final discussions to determine Grand LIAs, Statue Winners and Finalists.

LIA ‘Of The Year Awards’ were decided based on a point system of the awarded work chosen by the Juries across all media. This year LIA awarded McCann Worldgroup with the coveted Network of the Year Award and McCann New York with Agency of the Year.

“LIA prides itself in being an award show that does not pressure its judges to give out metal.  That these ‘Of the Year’ designations have been awarded signifies that the winners went above and beyond to produce work that excels in creativity, innovation and execution,” Barbara Levy, President of LIA, stated. “Nothing was taken for granted in the judging rooms.  The jury members were very conscientious when it came to Statue discussions.  They visited and revisited each piece of shortlisted work again and again.  So you can be assured that the Statue winners in the 2016 LIA Awards come from a crop of work that is universally acknowledged as exceptional.  And the Grand LIA winners are without doubt, the best of the best.  So my highest congratulations to McCann on an extraordinary year.”


The McCann Network was awarded a total of 68 Statues and 14 Finalists across all media – 3 Grand LIAs, 27 Gold, 19 Silver and 19 Bronze.


McCann New York was awarded the Branded Entertainment Grand LIA and The NEW Grand LIA for Lockheed Martin titled “The Field Trip to Mars”. 

The agency brings home a total of 2 Grand LIAs, 11 Gold, 4 Silver, 4 Bronze and 3 Finalists:

· Gold - Branded Entertainment - Experiential/Live Events for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Branded Entertainment - Social Awareness for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Branded Entertainment - Virtual Reality for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Design - Digital Installations for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Design - Experiential Marketing for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Digital - Branded Content for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Digital - Corporate Image for Lockheed Martin titled “The Field Trip to Mars”

· Gold - Digital - Innovative Use of Digital for Lockheed Martin titled “The Field Trip to Mars”

· Gold - The NEW - Creative Technology for Lockheed Martin titled “The Field Trip to Mars”

· Gold - The NEW - Technology Development for Lockheed Martin titled “The Field Trip to Mars”

· Gold - The NEW - Virtual Reality for Lockheed Martin titled “The Field Trip to Mars”

· Silver - Digital - Visual Design for Lockheed Martin titled “The Field Trip to Mars”

· Silver - Integration - Integration for Lockheed Martin titled “The Field Trip to Mars”

· Silver - Non-Traditional - Experiential for Lockheed Martin titled “The Field Trip to Mars”

· Silver - The NEW - Brand Experience for Lockheed Martin titled “The Field Trip to Mars”

· Bronze - Digital - Animation/Motion Graphics for US Army titled “Cryptaris Mission Status”

· Bronze - Digital - Microsites for US Army titled “Cryptaris Mission Status”

· Bronze - Non-Traditional - Corporate Image for Lockheed Martin titled “The Field Trip to Mars”

· Bronze - Non-Traditional - Interactive Installations for Lockheed Martin titled “The Field Trip to Mars”

· Finalist - Design - Branded Content for Lockheed Martin titled “The Field Trip to Mars”

· Finalist - Non-Traditional - Branded Content for Lockheed Martin titled “The Field Trip to Mars”

· Finalist - Non-Traditional - Health Care Services for Cigna Health Insurance titled “Cigna Job Swap”

 Emad Tahtouh, Director, Applied Technology at FINCH Sydney and LIA Jury President for The NEW, commented, “‘Field Trip to Mars’ is a beautiful example of pushing a concept and a technology beyond its limits. Not content with simply providing the best VR experience available using today's technology, ‘Field Trip to Mars’ required the invention and deft execution of several new technologies in order to fulfill the promise of the idea. It is extremely complex and ingenious in its design, however it is simple and beautiful in its execution.”

Rob Reilly, Global Creative Chairman at McCann Worldgroup and LIA Jury President for Branded Entertainment, in an interview speaking on the Grand LIA win for McCann New York, stated, “I think why it’s resonating so much with people is that 1. It’s never been done before, the first group VR experience, and 2. You wouldn't expect a company like Lockheed Martin to do something that was so inspiring to children. When you get that kind of opportunity, it resonates with people because people know the level of difficulty is high, not just what was done, but for the company you’re making it for.” Reilly went on to say, “We found a great partner in [2016 Production Company of the Year] Framestore. If you didn’t have a company like Framestore, it just wouldn’t have been beautiful, it wouldn’t have been possible. When you’re doing these kinds of pieces, whether it’s virtual reality, or these incredible experiential things, you need production companies that… are willing to go into something and create things that have never been done before. They could have lost big, just like the agency and Lockheed Martin, so everybody had a lot to lose, but with big risk comes big reward.”


McCann London was awarded the Billboard Grand LIA for Xbox / Tomb Raider titled “Survival Billboard”.

The agency brings home a total of 17 Statues - 1 Grand LIA, 4 Gold, 9 Silver, 3 Bronze and 3 Finalists:

· Gold - Billboard - Innovative Use of Billboard for Xbox / Tomb Raider titled “Survival Billboard”

· Gold - Branded Entertainment - Experiential/Live Events for Xbox / Tomb Raider titled “Survival Billboard”

· Gold - Non-Traditional - Interactive Installations for Xbox / Tomb Raider titled “Survival Billboard”

· Gold - Non-Traditional - Live Events - Beyond Advertising for Xbox / Tomb Raider titled “Survival Billboard”

· Silver - Design - Experiential Marketing for Xbox / Tomb Raider titled “Survival Billboard”

· Silver - Digital - Branded Content for Xbox / Halo titled “Squadvertiser”

· Silver - Integration - Multi-platform Campaign for Xbox / Halo titled “Squadvertiser”

· Silver - Integration - Multi-platform Campaign for Xbox / Tomb Raider titled “Survival Billboard”

· Silver - Non-Traditional - Branded Content for Xbox / Tomb Raider titled “Survival Billboard”

· Silver - Non-Traditional - Experiential for Xbox / Tomb Raider titled “Survival Billboard”

· Silver - Print - Use of Copywriting for Xbox / Tomb Raider titled “Survival Billboard - Terms & Horrible, Horrible Conditions”

· Silver - Radio & Audio - Recreational for Xbox / Tomb Raider titled “Survival Billboard - Terms & Horrible, Horrible Conditions”

· Silver - Radio & Audio - Script Writing for Xbox / Tomb Raider titled “Survival Billboard - Terms & Horrible, Horrible Conditions”

· Bronze - Digital - Branded Content for Xbox / Tomb Raider titled “Survival Billboard”

· Bronze - Digital - Entertainment for Xbox / Halo titled “Squadvertiser”

· Bronze - Digital - Entertainment for Xbox / Tomb Raider titled “Survival Billboard”

· Finalist - Print - Use of Typography Campaign for Ethos Travel titled “Fuck My Life”, “Make It Stop”, “Help Me God”

· Finalist - The NEW - Brand Content for Xbox / Tomb Raider titled “Survival Billboard”

· Finalist - The NEW - Media Innovation for Xbox / Tomb Raider titled “Survival Billboard”


The following is a list of additional Winners and Finalists for McCann worldwide:


McCann, Melbourne

· Gold - Verbal Identity - Tone of Voice for Seeing Eye Dogs titled “Free Puppies Forever”

· Bronze - Branded Entertainment - Experiential/Live Events for Melbourne International Film Festival titled “The Emotional Trailer”

· Finalist - Verbal Identity - Naming for Seeing Eye Dogs titled “Free Puppies Forever”


Air, Partner of McCann, Brussels

· Gold - Verbal Identity - Tone of Voice for VOO titled “This was Louise's Phone”

- Bronze - Design - Digital Installations for VOO titled “This was Louise's Phone”

· Bronze - Digital - Travel for Visit Brussels titled “Call Brussels”

· Finalist - Digital - Microsites for Visit Brussels titled “Call Brussels”

· Finalist - Integration - Multi-platform Campaign for Visit Brussels titled “Call Brussels”


McCann Worldgroup China, Shanghai

· Silver - Music & Sound - Music Original - Score for Pateo titled “The Amazing Pateo Navigator”


McCann Worldgroup Colombia, Bogotá

· Finalist - Non-Traditional - Direct Marketing for Ministry of National Education titled “The Bullet Pen”


McCann Paris, Paris

· Silver - Radio & Audio - Public Service/Social Welfare for Mouvement du Nid titled “Girls of Paradise”

· Bronze - Integration - Integration for Mouvement du Nid titled “Girls of Paradise”


McCann Worldgroup, Mumbai

· Gold - Design - Editorial Design for Maharashtra Dyslexia Association titled “The Dancing Letters”

· Gold - Design - Innovative Use of Design for Maharashtra Dyslexia Association titled “The Dancing Letters”

· Bronze - Design - Art Direction for Maharashtra Dyslexia Association titled “The Dancing Letters”

· Finalist - Design - Art Direction for WWF titled “Panda”


McCann Tel Aviv, Tel Aviv

· Finalist - Branded Entertainment - Television Program - Single Reality/Unscripted/Alternative Show for IKEA titled “Big Brother Unboxing”


McCann Lima, Lima

· Bronze - Digital - Public Service/Social Welfare for Peruvian Red Cross titled “Hashtags for Life.”


McCann Worldgroup Romania, Bucharest

· Gold - Radio & Audio - Public Service/Social Welfare for Radio XXI titled “Go Mono”

· Silver - Radio & Audio - Innovative Use of Radio & Audio for Radio XXI titled “Go Mono”

· Bronze - Radio & Audio - Use of Music for Radio XXI titled “Go Mono”


Prime - A Weber Shandwick Company, Stockholm

· Bronze - Digital - Banking/Financial/Insurance for Trygg-Hansa titled “Don't Drink and Dive”

· Bronze - Digital - Viral for Trygg-Hansa titled “Don't Drink and Dive”


Commonwealth//McCann, Detroit

· Silver - TV/Cinema/Online Film - Social Media for Chevrolet titled “Cages”

· Bronze - The NEW - Brand Content for Chevrolet titled “Cages”

· Finalist - TV/Cinema/Online Film - Social Media for Chevrolet titled “Aluminum Man”


Fitzgerald & CO, Atlanta

- Finalist - Radio & Audio - Campaign for Quikrete Fast-Setting Concrete titled “Coal”, “Independence”, “Pet”, “Princess”


McCann Worldgroup Puerto Rico, San Juan

· Gold - Branded Entertainment - Social Awareness for Primera Hora titled “Pepito”

· Gold - The NEW - Brand Content for Primera Hora titled “Pepito”

· Gold - The NEW - Media Innovation for Primera Hora titled “Pepito”

· Silver - Integration - Integration for Primera Hora titled “Pepito”


The Martin Agency, Richmond

· Gold - Branded Entertainment - Scripted Short Film for Donate Life titled “The World's Biggest Asshole”

· Gold - TV/Cinema/Online Film - Campaign for GEICO - Fast Forward Campaign titled “Forest”, “Lake”, “Hike”, “Going Up”

· Gold - TV/Cinema/Online Film - Banking/Financial/Insurance for GEICO titled “Fast Forward - Forest”

· Gold - TV/Cinema/Online Film - Public Service/Social Welfare for Donate Life titled “The World's Biggest Asshole”

· Silver - TV/Cinema/Online Film - Banking/Financial/Insurance for GEICO titled “It's What You Do: Countdown”

· Bronze - TV/Cinema/Online Film - Banking/Financial/Insurance for GEICO titled “It's What You Do: Spy”

· Bronze - TV/Cinema/Online Film - Banking/Financial/Insurance for GEICO titled “It's What You Do: Whisper”


Also attributing to McCann’s Network of the Year honours are wins from AIRBAG, Melbourne and Quad Productions \ Quad Group, Paris.


Quad Productions \ Quad Group, Paris

·      Gold - Production & Post-Production - Cinematography for L'Oreal titled “Red”


AIRBAG, Melbourne

·      Bronze - Branded Entertainment - Experiential/Live Events for Melbourne International Film Festival titled “The Emotional Trailer”


To view all the Winners and Finalists with media and full creative credits, visit https://www.liaentries.com/winners


This year, fifteen GRAND LIAs were awarded: 

adam&eveDDB, London and Final Cut, London were awarded the Production & Post-Production Grand LIA for John Lewis - Premier Home Insurance titled “Tiny Dancer”

Dentsu Inc., Tokyo was awarded the Package Design Grand LIA for Nameless Paints

Forsman & Bodenfors, Gothenburg was awarded the TV/Cinema/Online Film Grand LIA for Volvo FMX titled “Look Who’s Driving”

FRED & FARID, Paris was awarded the Poster Grand LIA for Prodiss titled “Ma place est dans la salle Campaign”

HEIMAT, Berlin was awarded the Radio & Audio Grand LIA for Hornbach titled “You're alive. Do you remember?”

J. Walter Thompson Amsterdam, Amsterdam was awarded the Digital Grand LIA   for ING titled “The Next Rembrandt”

McCann London, London was awarded the Billboard Grand LIA for Xbox / Tomb Raider titled “Survival Billboard”

McCann New York, New York was awarded the Branded Entertainment Grand LIA for Lockheed Martin titled “The Field Trip to Mars”

McCann New York, New York was awarded the The NEW Grand LIA for Lockheed Martin titled “The Field Trip to Mars”

PRETTYBIRD, Culver City was awarded the Music Video Grand LIA for Coldplay titled “Up&Up”

SERVICEPLAN, Munich was awarded the Design Grand LIA for DOT titled “The First Braille Smartwatch”

Venables Bell & Partners, San Francisco was awarded the Integration Grand LIA   for REI titled “#OptOutside”

Venables Bell & Partners, San Francisco was awarded the Non-Traditional Grand LIA for REI titled “#OptOutside”

Y&R NZ, Auckland was awarded the Print Grand LIA for Burger King titled “McWhopper”

2016 LIA ‘Of The Year Awards’ were decided based on a point system on the outstanding work chosen by the Juries across all media. This year LIA awarded six of these coveted Awards.


The following companies were honoured with the 2016 Of The Year Awards:

Network of the Year:  McCann Worldgroup

Agency of the Year:  McCann New York

Production Company of the Year:  Framestore

Post-Production Company of the Year:  The Mill

Radio & Audio Company of the Year: Produce Sound, Johannesburg

Music & Sound Company of the Year: Factory, London

Genre: PR , Strategy/Insight