As we all know, the boundaries between PR and other marketing communications disciplines are coming down. I'm very much of the view that the market is coming the way of public relations, time will tell whether this is an opportunity or a threat for most PR agencies. Within this context, the winners (and losers) of the annual PR Lions makes interesting reading. To their credit, the jury managed to resist the temptation to bang PR agencies over the head about the the quality of their work this year. The jury seemed to agree that there was a trend of good evaluation practice within the PR agency entries, but that often the creativity of the ad agencies was more advanced than their PR agency equivilents. The judges reckoned that the winning campaigns showed an excellent strategic approach and that a major difference between the winning entries and everyone else was the importance of long term business objectives, as opposed to a "flash in the pan" approach. The jury commended the winners on their craftmenship of amplification, without relying on paid media. They also suggested that the best campigns incorprorated real human insight and that the best and most sharable content tended to be the most fun. That said, perhaps the biggest issue here is that most of the PR entries incorporated consumer work, there's very little volume of corporate and internal communications work entered. What constitues a pure PR agency is becoming less distinct, but, by my reckoning, about 17 out of the 90-odd Gold, Silver and Bronze PR Lions came from recognisable PR agencies. So clearly PR agencies are still not entering Cannes in large volumes, relative to the ad agencies. I caught up with the PR Lions jury president, Ketchum's David Gallagher and he gave me his thoughts on this year's entries: http://youtu.be/Yx1RmhFIDGk Congratulations should go to those agencies in the UK who won. Namely: Clarion, Brooklyn Brothers, Weber Shadwick, Once Voice, Golden Goose PR and Edelman And here are the winners of the Cannes PR Lions 2013:

Title	Client	Entrant / Agency	Country	Prize
DUMB WAYS TO DIE	METRO TRAINS	McCANN MELBOURNE	AUSTRALIA	Grand Prix
MY MATTRESS SAVINGS BANK	DES´S	VCCP Madrid / EUROPAPRESS Madrid	SPAIN	Gold Lion
OREO DAILY TWIST	MONDELEZ INTERNATIONAL	DRAFTFCB New York	USA	Gold Lion
TUNDRA SPACE SHUTTLE ENDEAVOUR CAMPAIGN	TOYOTA	SAATCHI & SAATCHI LA	USA	Gold Lion
METROPOLE TWEETPHONY	METROPOLE ORKEST	HAVAS WORLDWIDE AMSTERDAM	THE NETHERLANDS	Gold Lion
SAME SEX MARRIAGE	GOOGLE/TOUS UNIS POUR L'EGALITE	OGILVY FRANCE Paris	FRANCE	Gold Lion
TREE CONCERT	FRIENDS OF THE EARTH	KETCHUM PLEON Berlin / BBDO GERMANY Düsseldorf	GERMANY	Gold Lion
IMMORTAL FANS	SPORT CLUB RECIFE	OGILVY BRASIL São Paulo	BRAZIL	Gold Lion
NO MEANS NO	AMNESTY INTERNATIONAL NORWAY	TRY/APT ADVERTISING AGENCY Oslo	NORWAY	Gold Lion
THE CANDIDATE	HEINEKEN INTERNATIONAL	PUBLICIS ITALY Milan	ITALY	Gold Lion
MAKE THE POLITICIANS WORK	URA.RU CITY WEBSITE	VOSKHOD Yekaterinburg	RUSSIA	Gold Lion
TOXIC TOURS	GREENPEACE MEXICO	CIRCUS DF Mexico City	MEXICO	Gold Lion
WE BELIEVE IN D&T - AVERTING A CRISIS	THE DESIGN AND TECHNOLOGY ASSOCIATION	WEBER SHANDWICK London	UNITED KINGDOM	Gold Lion
DUMB WAYS TO DIE	METRO TRAINS	McCANN MELBOURNE	AUSTRALIA	Gold Lion
REAL BEAUTY SKETCHES	UNILEVER	OGILVY BRASIL São Paulo	BRAZIL	Gold Lion
MAKE THE POLITICIANS WORK	URA.RU CITY WEBSITE	VOSKHOD Yekaterinburg	RUSSIA	Gold Lion
AMAZING MINDREADER	FEBELFIN	DUVAL GUILLAUME MODEM Antwerp	BELGIUM	Gold Lion
WE ARE DAVID BAILEY	SAMSUNG	CHEIL UK	UNITED KINGDOM	Gold Lion
PUTTING SEA CONTAINERS ON THE MAP	THE DEERBROOK GROUP	GOLDEN GOOSE PR Surrey	UNITED KINGDOM	Gold Lion
TUNDRA SPACE SHUTTLE ENDEAVOUR CAMPAIGN	TOYOTA	SAATCHI & SAATCHI LA	USA	Gold Lion
REAL BEAUTY SKETCHES	UNILEVER	OGILVY BRASIL São Paulo	BRAZIL	Gold Lion
AXE MORNING AFTER PILLOW	UNILEVER	DDB LATINA PUERTO RICO San Juan	PUERTO RICO	Silver  Lion
DUREXPERIMENT FUNDAWEAR	RECKITT BENCKISER	HAVAS WORLDWIDE AUSTRALIA North Sydney / FRANK PR SYDNEY	AUSTRALIA	Silver  Lion
ADOPT A POTHOLE PROJECT	APOLLO TYRES	PUBLICIS COMMUNICATIONS Gurgaon	INDIA	Silver  Lion
SOLAR CHARGING DUMMIES	SPIES TRAVELS	ROBERT/BOISEN & LIKE-MINDED Copenhagen	DENMARK	Silver  Lion
BRIDGE OF LIFE	SAMSUNG LIFE INSURANCE	CHEIL WORLDWIDE Seoul	SOUTH KOREA	Silver  Lion
EXPERIENCE: HALO FOR HALO 4	MICROSOFT	EDELMAN London	UNITED KINGDOM	Silver  Lion
WAITING. FOR SEVEN YEARS.	FOUNDATION “FOR LIFE – FOR ORGAN DONATION”	OGILVY GERMANY Frankfurt	GERMANY	Silver  Lion
DRIVING DOGS	SPCA NEW ZEALAND	DRAFTFCB NEW ZEALAND Auckland	NEW ZEALAND	Silver  Lion
THE MOST POWERFUL ARM EVER INVENTED	SAVE OUR SONS & DUCHENNE FOUNDATION	RED AGENCY Sydney	AUSTRALIA	Silver  Lion
DAYS OF HOPE	DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ	SAATCHI & SAATCHI  Berlin	GERMANY	Silver  Lion
A BOY AND HIS ATOM: THE WORLD’S SMALLEST MOVIE	IBM	OGILVY NEW YORK	USA	Silver  Lion
NO NAME MATCH	UNICEF	ONIRIA/TBWA Asuncion	PARAGUAY	Silver  Lion
FOLLOW2UNFOLLOW	PUERTO RICO GOVERNMENT	STARCOM MEDIAVEST GROUP San Juan	PUERTO RICO	Silver  Lion
SMOKING KID	THAI HEALTH PROMOTION FOUNDATION	OGILVY & MATHER Bangkok	THAILAND	Silver  Lion
MY BLOOD IS RED AND BLACK	HEMOBA / ESPORTE CLUBE VITÓRIA	LEO BURNETT TAILOR MADE São Paulo	BRAZIL	Silver  Lion
DONATE YOUR FACEBOOK TIMELINE	ALZHEIMER'S DISEASE INTERNATIONAL	OGILVY GROUP Brussels	BELGIUM	Silver  Lion
CIVIL RIGHTS	CIVIL RIGHTS DEFENDERS	PRIME Stockholm	SWEDEN	Silver  Lion
CENSORED TWEET	AMNESTY INTERNATIONAL	DDB BRASIL São Paulo	BRAZIL	Silver  Lion
WAITING. FOR SEVEN YEARS.	FOUNDATION “FOR LIFE – FOR ORGAN DONATION”	OGILVY GERMANY Frankfurt	GERMANY	Silver  Lion
UPPER CLASS PARK BENCH	VIRGIN ATLANTIC AIRWAYS	Y&R New York	USA	Silver  Lion
FAIR GO BRO	VIRGIN MOBILE AUSTRALIA	ONE GREEN BEAN Sydney / HAVAS WORLDWIDE AUSTRALIA North Sydney	AUSTRALIA	Silver  Lion
DEFORESTED FIELD	WWF	GREY 141 GROUP São Paulo	BRAZIL	Silver  Lion
DAYS OF HOPE	DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ	SAATCHI & SAATCHI  Berlin	GERMANY	Silver  Lion
INMESSIONANTE	PEPSICO ARGENTINA	ADVERPR Buenos Aires / BBDO ARGENTINA Buenos Aires	ARGENTINA	Silver  Lion
MY MATTRESS SAVINGS BANK	DES´S	VCCP Madrid / EUROPAPRESS Madrid	SPAIN	Silver  Lion
EXPERIENCE: HALO FOR HALO 4	MICROSOFT	EDELMAN London	UNITED KINGDOM	Silver  Lion
THE BREAD OF MEMORY	AMIA	OGILVY & MATHER ARGENTINA Buenos Aires	ARGENTINA	Silver  Lion
MAKE IT TO MUSE	STUDIO BRUSSELS	MORTIERBRIGADE Brussels / VRT Brussels	BELGIUM	Silver  Lion
DAYS OF HOPE	DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ	SAATCHI & SAATCHI  Berlin	GERMANY	Silver  Lion
NATIONAL NIGHT	PERFETTI VAN MELLE	BBH ASIA PACIFIC Singapore	SINGAPORE	Bronze Lion
TOASTIE KNIFE	WARBURTONS	CLARION COMMUNICATIONS London	UNITED KINGDOM	Bronze Lion
VOICE DRIVER	NISSAN	TBWAHAKUHODO Tokyo	JAPAN	Bronze Lion
THE AUDIOGUIDE PROJECT	TOCHKA G	Y&R RUSSIA Moscow	RUSSIA	Bronze Lion
ICELAND BY ANOTHER NAME	PROMOTE ICELAND	THE BROOKLYN BROTHERS London	UNITED KINGDOM	Bronze Lion