Time: 2024-06-17
Whether a matter of time, cost or combination of other factors, the ad world isnt submitting as much work to the Cannes Lions International Festival of Creativity as in the past. This year, award entries were down about 1% compared to last yearnot a significant decline. But looking back to 2016, which holds the record for most submissions ever, reveals a downward trend. Indeed, when comparing 2024 with 2016, award entries have decreased a significant 38%.
In 2018, for example, Publicis Groupe paused its participation in award festivals to focus on developing its artificial intelligence platform Marcel. Cannes Lions estimated Publicis absence contributed to an 8% drop in entries that season. That same year, Cannes Lions restructured the event, introducing two new categories (Creative Ecommerce and Sustainable Development Goals) and retiring three (Cyber, Integrated and Promo & Activation).
Despite the overall decline in award submissions, Cannes Lions is doing well in other key areas. Last year, Cannes Lions partnered with 110 sponsors, who paid an average of $329,147 (260,000), according to an annual report from parent company Ascential. The number of attendees also grew 9% to more than 12,000. In total, the festival generated $129 million (101.8 million) in 2023, up 30% compared to 2022.
Vita Harris, FCBs global chief strategy officer, is set to take her 35+ years of experience into the jury room as jury president of the Creative Strategy category at Cannes Lions 2024. Known for developing innovative approaches and transformative strategies for major brands, she has also advanced DE&I efforts across the industry. Vita returns to the Festival of Creativity to lead the Creative Strategy jury in finding and awarding the best examples of strategic planning that help redefine a brand, reinvent its business, and influence consumers or culture.
Vita emphasized the importance of diversity and inclusion in the judging process, noting that the festival has taken steps to ensure a diverse jury and provide cultural context for submissions. She highlighted the need for inclusive conversations in the jury room to truly award the best of the best.
As the leader of the Creative Strategy category, Vita expressed excitement about being inspired by the best work in the industry and the importance of creative strategy in transforming brands and businesses. She also discussed the impact of AI on the industry, noting that while AI is not doing the strategic thinking, it is paving the way for new ideas in strategy execution.
In judging transformational problem solving, Vita stressed the importance of ambitious thinking that breaks with convention and reframes client issues. She aims to award work that solves expansive issues for clients, showcasing the power of creativity in strategy. Cannes Lions is a time of celebration for Vita, as she looks forward to awarding excellence in creativity that benefits culture and makes life better.
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