Sitting in my inbox is an email from the organizers asking, “How can we make Cannes Lions even better?”My answer: Change your name and focus from "Advertising Festival" to "Marketing Festival".
If you followed what won in June, it was all about: Interactive. Integrated. Influencer (code for PR). To hammer home that point, Tourism Queensland's "Best Job in the World" campaign won the Grand Prix for Cyber. And DR. And PR. (Strangely, nothing for Integrated, but that is another post...) Significantly, this is a campaign where the only paid media ads were of the typically lowly "help wanted" kind.The PR Lions, which were new for 2009, only had 431 entries. The “Film” Lions (aka TV ads and/or digital video) in contrast had 3,453 entries — which was a whopping 25% less than last year. Clearly the organizers hope to boost entries from the "newbie" PR, Design, and other earned or owned media categories. (Hummm...Social Media or WOM in 2010 perhaps?)So when pretty much everybody agrees that keeping the marketing disciplines in silos is so 1999, now might be the right time to rename and rebrand Cannes Lions as the champion of creative in all aspects of marketing. What do you think? If you were an expert in the Ballet, would you enter a Ballroom competition? Call it a Dance Lion, though, and you just might give it a whirl.Shall we follow each other on Twitter?
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candace kuss
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