Cannes Lions International Festival of Creativity has grown extensively over the years and the Festival Chairman Terry Savage gives credit to the growing advertising, marketing and communication industry and the fact that the Festival was able to recognise and adopt to key changes of the industry.
This year, the Festival had in all 15 categories. Over the years, the thought process of adding categories was based on the kind of work that was beginning to see scale in the industry –whether it was the likes of Media, Digital, PR, Design and the more recent ones such as Mobile Lions, and Branded Content and Entertainment Lions.
Cannes Lions officially took the name Cannes Lions International Festival of Creativity in 2011 from Cannes Lions International Advertising Festival to reflect the changes in the communication business, where advertising had become only one part of what marketers were doing to connect and engage with consumers. Savage explained that this done, taking into account the various developments of the Festival, which has now become very important for global marketers as well.
The year 2012 has turned out to be Cannes Lions’ best year across all counts and the Festival’s objective now is to make its diamond jubilee year, 2013, as one of its most memorable years.
Speaking on the 2012 experience, Savage said, “We thought 2008 was great but 2012 has been a record year. There were over 11,000 delegates from 110 different countries and it has reflected at Cannes all week. There is enormous amount of energy in the Palais and outside the Palais. All these aspects auger well for the industry per se, as we see creative professionals at seminars, workshops and forums, where they are learning and participating.”
He informed that they are working on “all sorts of things” for the 60th year of the Festival. Savage said, “60 years is a very important landmark in anyone’s life. We have some surprises and while we will not release what we are planning yet, one thing we are looking forward to integrating at the Festival in 2013 is innovation. Technology has become an important element of Cannes Lions. We look to bring something new to the Festival next year that delegates would see here for the first time. We definitely want to drill down further in content as well, since it has become one of the most important aspects of this Festival.”