WPPED Cream 2014

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Introduction

In the course of a year, on behalf of their clients, WPP companies make tens of thousands of artefacts. No two are the same. Each one is hand-crafted to its own specific brief. Each one is designed not only to inform and persuade – but to do so with style. Their combined achievement has seen WPP, for the fourth consecutive year, declared Holding Company of the Year at the Cannes Lions International Festival of Creativity.

But because these remarkable works emanate from 3,000 different offices, dispersed as they are over 110 different countries, it’s very easy for their collective achievement to go under-recognised.

So here, gathered together, are 250 pieces of outstanding work, judged by our own professionals to be the best of the best from the last twelve months. They speak far more eloquently of the talent that exists in WPP companies than any words or set of numbers.

I’m intensely proud of it all and of those who created it. They have my respect and my gratitude.

Direct Direct


The Direct category has evolved to such extremes of work and a broad definition of “Direct” as to render the moniker’s distinction almost meaningless in relation to other categories. This is good news for creatives who revel in “blur” and the freedom to work with fewer limitations.

It demands that we maintain our resolve to both inspire superlative creative and deliver tangible results and action in service to a clear strategy and its requisite objectives. Work that “delivers” without sacrificing creative brilliance and innovation earns a spot in WPPED Cream Direct. It certainly explains why the justly lauded British Airways “Magic of Flying” has earned its Crème de la Crème status here in 2014.

If you are a Direct purist try to relax and open your mind to a Direct landscape where things like social results are no longer nice to haves and cheap thrills but measurable data critical to driving a brand into a deeper relationship with its customers.  Over-defining Direct is a distracting and fairly useless task distracting us from delivering a strong creative idea, by any means necessary, to suit the requirements of the task at hand.

Direct has always been the place where creativity was critical but never enough on its own to win. You had to deliver more. Take a look at some of the year’s finest work to be found in any category. It delivers.

Bummer, we couldn’t find what you’re looking for. Click on a different category, we’re almost sure you’ll get there. Until then, try one of these:

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Direct Direct


The Direct category has evolved to such extremes of work and a broad definition of “Direct” as to render the moniker’s distinction almost meaningless in relation to other categories. This is good news for creatives who revel in “blur” and the freedom to work with fewer limitations.

It demands that we maintain our resolve to both inspire superlative creative and deliver tangible results and action in service to a clear strategy and its requisite objectives. Work that “delivers” without sacrificing creative brilliance and innovation earns a spot in WPPED Cream Direct. It certainly explains why the justly lauded British Airways “Magic of Flying” has earned its Crème de la Crème status here in 2014.

If you are a Direct purist try to relax and open your mind to a Direct landscape where things like social results are no longer nice to haves and cheap thrills but measurable data critical to driving a brand into a deeper relationship with its customers.  Over-defining Direct is a distracting and fairly useless task distracting us from delivering a strong creative idea, by any means necessary, to suit the requirements of the task at hand.

Direct has always been the place where creativity was critical but never enough on its own to win. You had to deliver more. Take a look at some of the year’s finest work to be found in any category. It delivers.