The international advertising festival is ringing in the changes for next year’s awards. A new category for sales promotion, an award for ‘Media Agency of the Year’, and two new categories for film, print and outdoor awards are among the changes that have been announced.
The agency that scores maximum for its entries in the Media Lions section will be declared ‘Media Agency of the Year’ – an award being introduced at Cannes Lions 2006. Organisers shared that the entries had risen from 421 (when Media Lions was introduced in 1999) to 1,076 in 2005 in this category. They announced that Gold, Silver and Bronze Lions would be awarded for media agencies in 2006, in keeping with this increase.
Sales promotion awards are also being introduced, with ‘Promo Lions’ set to debut next year. Work from retail marketing, environmental design and in-store advertising and media will be awarded for freshness of ideas and the ability to ‘create immediate activation’.
Another change at the Cannes Lions 2006 will be the separation of the Outdoor and Press categories. An outdoor Jury President will head a jury voting solely on entries in the Outdoor section, while a separate Jury President will preside over both the Film and Press sections. This will allow for “a clearer judging of the entries based on the merit of their medium without being influenced by how they perform if also entered in the Press competition”, said a Cannes Lions release.
Two categories will be added to the Film, Print and Outdoor awards, with the Household category being separated into ‘Household Cleaning’ and ‘Household Other’, and Toiletries and Pharmaceuticals category diverging into ‘Toiletries’ and ‘Over the Counter Pharmacy’.
Besides these, a film component will be added to the Young Creatives section, and 10 half-day workshops will also be added to the seminar schedule during the festival.