Clemenger BBDO Melbourne, an ad agency, took the top PR prize this year with a campaign for National Australia Bank.

The 2011 Cannes Lions wrapped up this weekend and it looks like the PR industry has a lot of work to do to improve its showing in the years to come.

Israel Mirsky, Porter Novelli‘s EVP of emerging media and technology, told us previously that he thought the PR firms are still learning how to present themselves at these awards. Others share that opinion.

“For the third straight year in a row, the PR industry is still failing to represent itself as strongly as it should in its own category,” Renee Wilson, president of the northeast region for MSLGroup told Ad Age in an interview.

But it’s not just presenting the entries that require improvement. Some are saying that the resources required to enter are also an issue.

“We didn’t have the budget; we didn’t have the right materials to continue at Cannes so we withdrew,” said Marian Salzman, CEO of Euro RSCG Worldwide.

You can get a list of winners here. (Separately, WPP, home to Burson-Marsteller, Hill & Knowlton, and other firms, won the first-ever Cannes award for a holding company.)

Perhaps it’s just because we’ve been paying more attention this year, but it seems like the PR industry is increasingly focused on these awards. MaryLee Sachs, former Hill & Knowlton U.S. chairman shares that point of view.

Do you think the PR industry will make a stronger showing at the Cannes Lions in 2012? We’d like to know. The comments section is open and we’re available @PRNewser.

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