Core Media announce Paddy Carberry and Rachael Crawley from Vodafone as winners of the ‘Young Marketers’ category of the Cannes Young Lions Competition 2017

Paddy Carberry and Rachael Crawley from Vodafone have been named as the winners of the ‘Young Marketers’ category of Cannes Young Lions Competition 2017 which is sponsored by Core Media, Ireland’s largest marketing communications group.

Paddy and Rachael, who worked as a team to create their entry for the competition, will now travel to the Cannes Lions Festival in June to represent Ireland in the global ‘Young Marketers’ contest, competing against the best young creative marketing talent from over 100 countries. They will have just 24 hours to answer a brief set by a non-profit organisation and use the opportunity to demonstrate their strategic thinking and creative approach to solving important marketing challenges.

The Cannes Lions Festival is an eight-day long international festival of creative thinking, digital innovation, education and networking. Attended by nearly 20,000 delegates from all over the world. It is the benchmark for the very best in global creativity.

This is the first year of the ‘Young Marketers’ category at the Cannes Young Lions Competition. Previously, all the competition categories were only open to agencies, but the ‘Young Marketers’ category was designed specifically to attract entries from client companies and brands that engage the services of advertising and communication companies.

Entrants, who had to be aged 30 years or under, were asked to develop a ‘big idea’ for the Sustainable Energy Authority Ireland on how they would encourage consumers to reduce energy consumption in their homes.

A host of entries were submitted to the competition from a range of client companies in Ireland and the judging panel consisted of:


  • Shane Doyle, Core Media
  • Jim Gannon, SEAI
  • Damian Devaney, Smurfit Kappa Group
  • Alan Kelly, Rothco
  • Karen Hand, Strategic Planner


The Cannes Young Lions Competition is run by the Institute of Advertising Practitioners in Ireland (IAPI) and consists of seven separate competitions in the areas of marketing, media, social media, PR, design, film and print. The pair of winners from each of the seven competitions will represent Ireland in their respective categories in Cannes in June.

Aidan Greene, Deputy CEO of Core Media and President of IAPI, says:

The ‘Young Marketers’ prize recognises that creativity is no longer simply reserved for agencies – it’s at the heart of clients’ businesses too. International research proves that creatively-awarded campaigns are six times more efficient than non-awarded campaigns in growing market share. This process begins and ends with the client and Core Media believes that great work really does start with brave and imaginative clients.

The even better news is that standard of entry for the Young Marketers competition was extremely high, illustrating the wealth of creative potential of Ireland’s young marketers. Core Media is absolutely delighted to be in a position to to support the next generation of marketers to unleash their creative thinking.”

Anne Mulcahy, Head of Brand & Insights at Vodafone Ireland, says:

“It is a real honour for Vodafone that two of our young marketers have been selected to represent Ireland at Cannes. There is a huge level of talent in the Irish marketplace (both agency and client side) and it is truly a great opportunity for Paddy & Rachael to showcase this at a global scale.”

Paddy Carberry and Rachael Crawley, winners of the Young Marketers competition, say:

“We are delighted to be Young Lions this year and representing Vodafone at the Cannes Lions. Working on a brief which encompassed collaboration between Vodafone and the SEAI was out of the norm and allowed for us to put a new string in our bows in terms of creativity. We set out to answer the brief to connect consumers to their consciousness on energy and how broadband and building the smart home contributes to this. Being the first Young Lions to represent any Vodafone market globally is quite the honour and sure to be a great experience for us.”


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