But overall, judges panned the lack of results oriented campaigns that can show behavior change as opposed to awareness as the main metric.

Just two years ago the tables were turned when an Aussie PR shop picked up top ad honors for their “dream job” campaign in what many forecasters thought at the time was the resurgence of the Golden Age for PR practitioners in an age of social media dominated communications.

This year’s Cannes results are another important reminder that above all, the core definition of public relations is to physically shift public behavior: bacon with breakfast, a/c not d/c as an energy source, etc., in a look back at what made Ivy Lee and Eddie Bernays pioneers in opinion.

Ad Agency Wins Top PR Prize at Cannes | Special: Cannes – Advertising Age.