Gorkana Insight & Analysis Team
The Brooklyn Brothers was the only UK agency to walk away with a gold PR Lions award at this year's Cannes Lions International Festival of Creativity.
The agency was picked for best international PR campaign for its Inspired by Iceland campaign, which aimed to turn around the fortunes of the country's tourism following the ash cloud in 2010.
Laura Wood, partner at The Brooklyn Brothers, said: "This was a remarkable idea for a remarkable country and so we are delighted to be able to celebrate the success of Iceland's reinvention and more importantly the story of how a population of only 318,000 people created a new type of tourism campaign that used people power over traditional media."
Ogilvy & Mather picked up a silver award in the consumer goods category for its Dove Makeover campaign for skin care brand Dove.
JWT San Juan, based in Puerto Rico, took home the PR's Grand Prix award for 'The Most Popular Song' for Banco Popular de Puerto Rico.
The PR category received 1,130 entries, up 38% from last year, with UK entries from agencies including Mischief PR, Hill+Knowlton, Iris PR, Lewis PR, Edelman, Seventy Seven, M&C Saatchi, Fleishman-Hillard, Splendid Communications, Good Relations, Frank PR, Bell Pottinger, Grayling, Exposure, Mission PR, Freud Communications and Gabrielle Shaw Communications.
The jury, chaired by Gail Heimann, Vice-Chair of Weber Shandwick, shortlisted 134 and went on to award 20 Gold, 22 Silver and 26 Bronze Lions bringing the total number of winners in the category to 69.
Elsewhere, Cake PR scooped Bronze Media Lion for best use of special events for IKEA Happy To Bed.
A full list of PR Lions winners can be found here.