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The third Cannes Media Lions proved a disappointment for the UK,

with Europe winning only two Lions and America's anti-smoking work for

the Florida Anti-Tobacco Pilot Programme by Crispin Porter +Bogusky in

Miami scooping the Grand Prix.

Despite the 650 entries, only 15 Media Lions were awarded, on top of the

Grand Prix. Slovenia and Denmark were the only European winners. The UK

won nothing, with the US and Brazil picking up four Media Lions

each.

Mexico and New Zealand each won two Media Lions.

Commenting on the lack of successful UK entries, Chris Ingram, the

chairman of the Tempus Group and the jury's president, said: "Overall, I

was very pleased. I know it's not that there's no creativity in the five

major European markets. They thought this was all about systems and

process, but it's about creativity."

The "secrets of a tobacco executive" Grand Prix, which won the Best use

of Cinema category, faced stiff competition from Nintendo's campaign

"conker's bad fur day", by Starcom Worldwide in Chicago, and the Cadbury

Confectionary's "minties moments" work through DDB Auckland.

Explaining the judges' final decision, John Gaffney, the executive

vice-president and media director at Arnold Worldwide in Boston, said:

"The Grand Prix was down to three entries. Two were very good at doing

one thing, but the anti-smoking entry was good at both."

Although the jury was impressed with the newspaper and outdoor entries,

it pointed to the lack of multiple entries as a possible reason for the

dearth of Lions awarded.