Latest news with #Social&CreatorLions
Campaign ME
2 days ago
- Business
- Campaign ME
Cannes Lions receives 26,900 entries for 2025
Entries to the Cannes Lions Festival has risen by 0.5 per cent compared to last year, when 26,753 submissions were received, and were broadly similar to 2023's tally of 26,992. The annual festival of creativity, which runs from 16 to 20 June, is the biggest annual gathering in global advertising and is seen as a barometer of the ad industry. Glass: The Lion for Change saw a 53 per cent increase in entries while the Strategy Track, encompassing Creative Strategy and Creative Effectiveness Lions, grew by 10 per cent. The Design Lions, which have been updated to reflect the strategic and behavioural impact of design, rose by 17 per cent. The number of entries from independant agencies rose by 18 per cent, and those from Latin America were up by 16 per cent. As of today, 1,672 shortlists have been announced across 20 categories. Simon Cook, Chief Executive of Lions, said: 'We know that world-class creativity can come from anywhere. For business leaders seeking growth opportunities, the global benchmark provides a unique insight into creativity's power as a catalyst for meaningful transformation and growth. With submissions from across 96 markets – and significant regional growth from Latin America – we look forward to seeing the breadth of groundbreaking ideas from across the world. 'We're excited to see the winning body of work that emerges over the next week as our Juries set the benchmark that will define the future direction for our industry.' Social & Creator Lions have been updated to 'better reflect the growing influence of creators in today's landscape', and 18 per cent of all entries in this area were submitted in newly introduced sub-categories that focus specifically on creator-led content. Entries to Creative B2B were up 13 per cent, while the Entertainment Lions for Sport rose by 15 per cent, 'reflecting an increasing emphasis on creativity within performance-driven and fan-led sectors,' Cook said. Marian Brannelly, Global Director of Awards at Lions, said: 'The submissions this year reveal a shift in how creativity is being harnessed for meaningful change for both business and society. We're seeing record growth in categories that demand measurable impact, whether that's through design thinking that transforms user experiences or strategic approaches that deliver tangible business outcomes.' 'Overall, the data shows an industry that continues to evolve and embrace new opportunities to drive impact, with strong engagement with creator-focused submissions and the growth of independent agency participation, representing an industry embracing new models of impact, innovation and transformation,' she added. This content was first published by Campaign UK.
Time of India
2 days ago
- Business
- Time of India
Cannes and 6 Cs
Cannes Lions 2025 is about embracing technology (yes,especially AI), rethinking the creator economy , building commerce-driven creativity , and maintaining purpose and equity at its core. Here are the main themes and focus areas at the 2025 Cannes Lions Festival of Creativity (June 16–20, Cannes, France) as I note them. CONVERGENCE CONTENT CREATIVE INTELLIGENCE CREATORS COMMERCE CADENCE 1. Convergence We are in the age of Convergence: and marketing, media, and technology are merging to demand brand consistency across digital and physical channels . The discussions are around brand distinctiveness in this new convergent era without compromising consumer connection. 2. Content Broadly there are core ideas around which sessions are variously organised. Innovation Unwrapped – Emerging tech & impact-driven innovation (e.g. AI, mixed reality). The Creativity Toolbox – Craft techniques; how to create timeless, standout work. Talent and Culture – depth and breadth of exposure Insights and Trends that deliver Creative Impact via impact on consumer behavior and shaping cultural shifts. Finally , Creative Impact – Effectiveness in storytelling and strategic communications. 3. Creative Intelligence A major shift toward AI as a creative collaborator with its tools, agents, and workflows Sessions galore on agentic AI, personalized content at scale, and AI-driven customer insights . 4. Creator‑Led Influence The rise of mid- and micro-influencers is re-defining trust and authenticity in marketing . Cannes is spotlighting both creator-driven campaigns and the evolution of the Social & Influencer Lions into Social & Creator Lions . 5. Commerce-Creative Integration Retail media is maturing with new structural support and it's seen in the introduction of retail media sub-categories under Media Lions & Creative Commerce Lions . But there is a spotlight on in‑store activations, creative partnerships, and external geopolitical factors like tariffs . 6. Cadence Personalization, Measurement & Purpose A strong emphasis on creating certainty through micro-targeted influence , personalization at scale, and precision measurement of effectiveness that tech now allows all to have. There is a broader focus on purpose-driven creativity, exemplified by expanded Glass: Lion for Change categories (intersectionality, representation) and general equity/accessibility initiatives. (The author is at Cannes Lions 2025. Opinions are personal.)
