Cannes 2018 Diet Plan: Fewer Days, More Savings, Limited Lions
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The Cannes Lions Festival of Creativity is going on a diet, trimming the event’s length, cutting back prices and streamlining awards.
The Cannes modifications follow backlash from agencies and holding companies complaining that advertising’s biggest event of the year has gotten too expensive. WPP CEO Martin Sorrell told Ad Age this June that “the problem with Cannes is it’s become too expensive” and Publics Groupe announced during last year’s festival that it will take a year off from Cannes and all other awards programs to shift its spending toward a new AI-powered professional assistant platform named Marcel.
Over the last four months, festival organizers have met with stakeholders, including marketers, sponsors, creative leaders, holding companies and agencies, to gather qualitative and quantitative research and feedback on the festival. Their changes come as other awards programs also rethink their formats, including the International Andy Awards, which last week announced a sweeping overhaul.
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