Susan Credle, the ad industry luminary who added a literary twist to McDonald’s Happy Meals and led the highly visible makeover of the M&M’s mascots, will receive Cannes Lions’ prestigious Lion of St. Mark award.
The honor recognizes a lifetime of creative achievement—a suitable match for Credle, whose career is now in its fourth decade.
In a statement, Cannes Lions International Festival of Creativity chief executive (CEO) Simon Cook called Credle “a trailblazer and a creative force,” lauding her skill for “building cultures where creativity thrives” and “producing iconic work while shaping the values, standards and conditions for success.”
She joins advertising luminaries such as Droga5 founder David Droga and Wieden+Kennedy alumna Colleen DeCourcy in receiving the honor.
A storied career
Though Credle’s advertising career had an inauspicious start—she was the “bathroom-break girl” (in her own words) for the receptionist at BBDO New York—her imagination and drive led to a swift ascent.
After working her way from BBDO’s front desk to the job of executive creative director and executive VP, Credle landed the CCO posts at Leo Burnett Chicago and FCB New York, where she rebuilt the agency’s culture under the mantra of “Never Finished,” often expressed online as #NVRFNSHD.
While emerging as one of the ad industry’s most prominent and influential leaders, Credle was the guiding force in memorable campaigns. Her portfolio includes a culturally current update of M&M’s characters; a literacy campaign built around McDonald’s Happy Meal in which kids’ books replaced the toys; and “Mean Stinks,” an effort for P&G’s Secret brand to build awareness of the harms of bullying among girls.
In 2024, Credle was named global creative advisor for all agencies under the IPG umbrella.
Following Omnicom’s acquisition of IPG in December, the newly combined business laid off around 4000 staff and sunset legacy agency brands, including FCB. At the time, it was reported that Credle would not be joining the new business.
She is scheduled to accept her St. Mark laurels in person and also speak at the Lion of St. Mark seminar in Cannes on June 22.
In a statement regarding her win, Credle recalled being inspired by a poster in BBDO’s reception area commemorating the agency’s Grand Prix win for Pepsi’s “Archaeology” campaign in 1985.
