Team from Japan Wins the Young PR Lions 2014 at Cannes

Yuichiro Okada and Tetsuya Umeda from ASATSU-DK Japan were announced today as the winners of the inaugural Young PR Lions competition at the Cannes Lions International Festival of Creativity.

The Young PR Lions competition saw 14 countries sending their pre-selected teams of two PR professionals under the age of 28 to Cannes this year. On Saturday, 14th June, the teams were given a brief from United Nations Office on Drugs and Crime (UNODC), and given 24 hours to create an effective and creative PR campaign for the organization’s ‘Blue Heart Campaign’ against Human Trafficking.

On Monday, 16th June, the teams presented their campaigns to an international jury which included Michael Frohlich, Managing Director of EMEA Consumer Marketing Practice and the UK head of Ogilvy PR; Pascal Beucler, Chief Strategy Officer at MSLGROUP and Marnie Kontovraki, Global Heineken Consumer PR Officer.


Yuichiro Okada, Account Executive, and Tetsuya Umeda, Interactive Planner, ASATSU-DK, Japan

Leila Mountford, Junior Copywriter, and Kate Sloan, Brand Strategist, Weber Shandwick, UK

Doris Christina Steiner, Consultant, and Pepita Adelmann, Senior Consultant, Ketchum Pleon, Austria

The judges said they were impressed by the winning team’s campaign, which focused around the idea of putting the value on the life of a newborn baby in order to raise awareness on human trafficing. The winners will be presented with the Gold Medal tonight at the Creative Effectiveness, Promo & Activation, PR and Direct Lions Awards.

The Young PR Lions competition was launched in February 2014, with the International Communications Consultancy Organisation (ICCO) as the official sponsor in association with Golin, H + K Strategies, Ketchum and Ogilvy PR.

Francis Ingham, ICCO Chief Executive, said:  “I would like to congratulate the winners: their agency and their families should be proud of them. I would also like to applaud all this year’s contestants, who can rightfully regard themselves as the best young  PR creatives in their respective countries.”

“We are grateful to the Festival and our agency co-sponsors for giving us the opportunity to get involved with this amazing competition, and already look forward to hosting the Young PR Lions 2015.”


To view the profile of all Young PR Lions 2014 contestants please click here.



About ICCO

ICCO is the voice of public relations consultancies around the world. The ICCO membership comp rises national trade associations in 29 countries across the globe in Europe, Africa, Asia, the Americas and Australasia. Collectively, thesis associations representing over 1,700 PR firms. ICCO is a proud sponsor of the Young PR Lions competition at the Cannes Lions International Festival of Creativity.