In its 58th year, Cannes Lions has undergone some changes to further grow the festival. The first important change is in the strapline itself, which from International Advertising Festival, is now ‘International Festival of Creativity’. As Festival Chairman Terry Savage had told exchange4media last year, Cannes Lions reflected changes in the industry, and communication today was more than just the advertising routes. The new strapline reflects the transformation of Cannes Lions over the last few years from being a celebration of creative excellence in advertising to now reflecting creative excellence in all forms of communication, including the likes of Design & PR.
Another introduction most are looking forward to this year is the Creative Effectiveness Lions. This new award category will honour creativity, which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales and profit. The judging process will be based on Strategy, Idea and Results. Only entries that were either shortlisted or Lions winners across all categories in 2010 were eligible to enter and the category has received 142 entries in its launch year, which Festival organisers see as an encouraging number to begin with.
Cannes Lions will also award Holding Company of the Year in 2011. Any agency that is owned 20 per cent or more by a holding company will contribute points to this new award.
Also introduced this year is the Lion of St Mark award, which will be presented in recognition of an individual’s long-standing contribution to creativity in communications. In its first year, this award will be given to Sir John Hegarty, Worldwide Creative Director & Founder of BBH.
There are also changes made to Agency of the Year award. In addition to Film, Film Craft, Press, Outdoor and Radio, points for all shortlisted and winning entries for Cyber and Titanium & Integrated will also be added to establish the winner of this award this year. The Interactive Agency of the Year Award no longer exists.
In continuing with its attempt to attract more marketers, Cannes Lions has launched Cannes Creative Academy for Young Marketers this year. The young marketers and brand managers working within a client organisation can join a tailor-made week-long learning programme. Thirty-five places have been made available on the programme, which has Jim Stengel, Former Global Marketing Officer for Procter & Gamble leading it as Dean of the Academy.
The Festival has introduced a new lower-priced package for the next generation of people working in planning and account services (aged 28 years and under), giving them the opportunity to entertain existing clients, network with more than 400 major global brands, and see the power of great creative communications first-hand.
Together with YouTube, Cannes Lions has launched ‘Good Work’, which offers not-for-profit organisations the chance to post briefs in video format. Creatives could then pick a brief and reply to it by uploading a 60-second video. The entries were judged by a jury headed by Craig Davis, Chief Creative Officer of Publicis Mojo, who chose five winning pieces of work and awarded them the prize of a free trip to Cannes. Also in the jury was Agnello Dias, Co-Founder & Chief Creative Officer, Taproot India.
And finally, in keeping with the times, Cannes Lions has launched a dedicated application year, which has the festival on-the-move – the full festival programme, a city guide, news, videos, photos, winners and Cannes connect are all available on an iPhone, iPad and Android app.