Cannes 2012: Japan ranked #6 in the world; USA well ahead of UK, Germany and Brazil
Updated story with more facts and figures: It’s taken a few weeks to get hold of the complete Lions tally, but CB Asia can now reveal that Japan was the best performing Asian country at Cannes this year with 50 Lions. This total was good enough to place them in #6 in the world.
Asia’s next best performer was a bit of a nice surprise – South Korea at #18 with 16 Lions. South Korea edged out the more seasoned Cannes performers – Singapore (20th), India (21st) and China (22nd).
The USA was the lead country by far, with 182 Lions, well ahead of second placed UK with 89 Lions, just ahead of Germany with 85 and Brazil with 79 Lions.
Australia was placed #5 with 59 Lions ahead of Japan at #6 with 50 Lions and Sweden at #7 with 45 Lions. Argentina, Belgium and France shared the #8 spot with 32 Lions apiece followed by South Africa at #11 with 27 Lions, while Canada and New Zealand shared the #12 spot with 19 Lions apiece.
Italy, Mexico and Spain share the #14 spot with 18 Lions apiece, followed by the Netherlands at #17 with 17 Lions. Colombia and South Korea share the #18 spot with 16 Lions apiece followed by Singapore at #20 with 15 Lions, India at #21 with 14 Lions, China at #22 with 12 Lions and UAE at #23 with 11 Lions. Denmark, Hong Kong, Israel and Thailand share the #24 spot with 8 Lions apiece.
A total of 1028 Awards were presented this year including 16 Grand Prix; 1 Effectiveness Grand Prix; 1 Grand Prix for Good; 5 Effectiveness Lions; 4 Titanium Lions; 191 Gold Lions; 299 Silver Lions and 511 Bronze Lions.
COUNTRY LEAGUE TABLE – NUMBER OF LIONS WON
1. USA – 182
2. UK – 89
3. Germany – 85
4. Brazil – 79
5. Australia – 59
6. Japan – 50
7. Sweden – 45
=8. Argentina – 32
=8. Belgium – 32
=8. France – 32
11. South Africa – 27
=12. Canada – 19
=12. New Zealand – 19
=14. Italy – 18
=14. Mexico – 18
=14. Spain – 18
17. The Netherlands – 17
=18. Colombia – 16
=18. South Korea – 16
20. Singapore – 15
21. India – 14
22. China – 12
23. UAE – 11
=24. Denmark – 8
=24. Hong Kong – 8
=24. Israel – 8
=24. Thailand – 8
COUNTRY LEAGUE TABLE – LIONS WON AS A PERCENTAGE OF ENTRIES
=1. Tunisia – 6.896%
=1. Uruguay – 6.896%
3. Sri Lanka – 6.666%
4. Sweden – 5.791%
5. Belgium – 5.693%
6. New Zealand – 5.475%
7. Puerto Rico – 5.263%
8. Argentina – 4.733%
9. Japan – 4.725%
10. Australia – 4.653%
11. Lebanon – 4.580%
12. South Korea – 4.494%
13. Guatemala – 4.301%
14. UK – 3.798%
15. Denmark – 3.773%
16. Israel – 3.720%
17. Ireland – 3.703%
18. Colombia – 3.669%
19. Italy = 3.643%
20. Romania – 3.636%
21. USA – 3.598%
22. Germany – 3.578%
23. Dominican Republic – 3.571%
24. South Africa – 3.292%
25. Netherlands – 3.288%
26. Peru – 2.941%
27. Indonesia – 2.877%
28. Mexico – 2.639%
29. France – 2.586%
30. Brazil – 2.310%
31. UAE – 2.268%
32. Malaysia – 2.230%
33. Singapore – 2.152%
34. Norway – 2.105%
35. China – 2.101%
36. Hong Kong – 2.077%
37. Poland – 1.986%
38. Costa Rica – 1.904%
39. Canada – 1.809%
40. Thailand – 1.750%
41. Portugal – 1.709%
42. Spain – 1.639%
43. The Philippines – 1.587%
44. Ecuador – 1.550%
45. Switzerland – 1.391%
46. Chile – 1.185%
47. India – 1.184%
48. Russia – 0.831%
49. Czech Republic – 0.800%
50. Turkey – 0.714%
51. Finland – 0.578%
52. Austria – 0.444%
3 Comments
China really can improve on this, they should be among the superpowers of advertising by now. India should be higher too, lot of talent there. I mean, Sweden is a pretty small country and they are 7th in the world!
It would be more informative to take this analysis further and that is rank countries by wins as a percentage of the number of entries to counter countries that are trying to buy wins.
It would also be worthwhile measuring wins by campaign as Cannes has many Lion Categories and so there could be one campaign that picks up five or six awards, lifting the tally.
With this level of analysis you may get a different view and see some smaller or less affluent markets punching above their weight.
The ever-obliging CB have subsequently added exactly that for you, Darren. That’s an interesting read…Sri Lanka gets it, it seems, but their neighbours India – under 1.2%? Ouch!
Maybe what’s scariest is that even the smartest-entering countries end up with a win ratio of less than 7%, meaning that 93% of the very considerable cash involved is wasted (though a Shortlist is still pretty good).
Time to be more discerning with entries?