Score another one for Publicis Canada of Toronto. Barely a month after landing the $30-million Microsoft Canada account, the agency has reeled in another choice piece of business: the AOR assignment for CIBC, which represents annualized billings of $50 million-plus.

Palmer Jarvis DDB was runner-up in the review process, which was overseen by Westport Consulting Group of Westport, Conn.

Serge Rancourt, president of Publicis Canada, says the CIBC and Microsoft wins represent a real turning point for the agency, which is on a mission to raise its stature in the marketplace.

Publicis has been hampered by the perception that it is essentially a Montreal agency, says Rancourt, who came on board last summer. Recent events, however, should help change that.

"When I came here in August, people couldn’t even pronounce the name Publicis," he says. "I think now they realize that Publicis is an entity in Toronto – a serious one with large clients."

Andrew Bruce, executive vice-president and COO of Publicis, says the agency is "thrilled" to be working with CIBC.

"They have a strong commitment internally to make changes that will lead them to a new place," he says. "That’s exciting to us, to [work with a client] that is undergoing change in the way it’s going to operate and communicate."

Publicis had already begun staffing up in the wake of the Microsoft win. In all, the agency will be adding approximately 50 new staff people across all departments, including account service, planning, creative and the media division, Optimedia Canada.

The hand-over of the business from seven-year incumbent Padulo Integrated is expected to begin in June.

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.