Cannes Lions is making a statement on where the festival is headed. Festival Chairman Terry Savage pointed out an announcement from the Festival calling the 2011 festival - Cannes Lions 58th Festival of Creativity. He explained that this is not just a change in name but a reflection of the changes in the festival that has included domains beyond advertising - PR, Media, Design, to name a few. Savage also informed that the Festival would be including Effectiveness Awards, for now called, Cannes Effectiveness Awards.
This is perhaps the first time that the Festival name has been changed in its recent history. Savage observed, "The very fundamental of Cannes Lions is that it reflects the reality of the business, and this is where the business is headed."