NEW YORK, June 24 /PRNewswire/ -- MS&L, one of the world's leading communications firms, won two PR Lions in the PR category's inaugural year at the 2009 Cannes International Advertising Festival in Cannes, France. The agency received the Lions for its work on Procter & Gamble's Always and Tampax "Protecting Futures" program, and a tourism campaign on behalf of the Japanese city of Yubari. The Yubari program, executed in an integrated effort with Beacon Communications Japan, also was awarded the coveted "Grand Prix for Promo" award. The Festival received 431 PR entries globally, yet awarded only 17 PR Lions. MS&L was the only global public relations firm to win two PR Lions at the awards, an industry first.

"MS&L is a leader in social activism marketing and we are thrilled to share this prestigious honor with P&G," said Renee Wilson, managing director, MS&L New York. "This award helps underscore the growing importance of social responsibility, as well as our commitment to delivering innovative and strategic campaigns for our clients."

MS&L's second win was for its work with Beacon Communications Japan, a Publicis Groupe company affiliated with Leo Burnett and Dentsu, on an integrated campaign to support Yubari City, Japan. Having gone bankrupt in 2007, Yubari sought to promote the city, re-energize its citizens and help erase its debt burden. The PR campaign, "Yubari, no money but love," focused on the fact that Yubari boasted the lowest divorce rate in Japan, and positioned the city as a destination for happy couples. The campaign increased Yubari tourism by 10 percent, generating US$30 million toward the city's debt.

"This is a truly rewarding campaign for MS&L Japan to have been a part of in many ways," remarked Eric Hess, managing director of MS&L Japan. "By working in an integrated manner with the talented Beacon Communications team, MS&L Japan was able to leverage its expertise in the areas of tourism, economic development and consumer marketing to create a significant and tangible benefit to the Yubari City community and its future."

The PR Lions awards come on the heels of several recent awards for MS&L, including a PRSA Silver Anvil and six SABRE Awards in the U.S. and Europe for its work in digital media, consumer products and multicultural communications. MS&L Milan was also selected as 2009 Agency of the Year by The Holmes Report.

The 56th International Advertising Festival - Cannes Lions - is the largest gathering of worldwide advertising professionals and advertisers, as well as the most prestigious annual advertising awards. For more information, visit canneslions.com.

About MS&L
MS&L is a leading global communications firm and part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices in North America, Latin America, EMEA and Asia, as well as an extensive affiliate network. The agency specializes in using research, insights and technology to create and execute powerful communications strategies that are critical to client success. With a unique combination of advice, advocacy and action, MS&L delivers measurable business results for many of the world's largest companies and most successful brands.

MS&L Worldwide (mslworldwide.com) is a member of the Publicis Groupe (Euronext Paris: FR0000130577), the world's fourth largest communications group, and a global leader in digital and online advertising, media consulting, and healthcare communications. With some 45,000 professionals in 104 countries, the Groupe's activities cover advertising through three global advertising networks: Leo Burnett, Publicis, Saatchi & Saatchi, as well as through its two multi-hub networks Fallon Worldwide and 49%-owned Bartle Bogle Hegarty; media agencies with two worldwide networks ZenithOptimedia and Starcom MediaVest Group; and marketing services, including digital and interactive communications through Digitas, relationship and direct marketing, public and media relations, corporate and financial communications, multicultural communications, and event communications. The Groupe is also the world leader in healthcare communications. Web site: www.publicisgroupe.com.

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