What awaits Cannes Lions in & nbsp; 2019: from & nbsp; “revolution” to & nbsp; “evolution”
Karina Oganjanyan, official representative of Cannes Lions / Lions Health in Russia, academician of the Academy of Advertising, vice president of TWIGA Communication Group
From November 29 to October 30, in Le Méridien Piccadilly in London, a two-day meeting of representatives of the Cannes Film Festival from more than 80 countries took place. The topic of discussion was the 2019 Cannes Lions strategy. All festival services talked about & nbsp; what awaits us at & nbsp; the main international event of creative and & nbsp; advertising in & nbsp; 2019.
If revolutionary changes took place in & nbsp; 2018, then & nbsp; in & nbsp; 2019, the festival will show itself from the & nbsp; innovative side. At the & nbsp; festival of 2018, the international agency Publicis refused to & nbsp; participate in & nbsp; any shows, festivals and & nbsp; activities. This decision was publicly discussed by almost all network and & nbsp; independent agencies. The international advertising market buzzed, discussing the future of Cannes Lions and & nbsp; festivals in & nbsp; overall. What will be tomorrow? Do we need & nbsp; do we need festivals? Is it worth & nbsp; to participate in & nbsp; them?
“The guys in the & nbsp; bar attacked & nbsp; one of their & nbsp; theirs and & nbsp; they beat mercilessly, with a beat, with their feet than they had to. But, suddenly one of the & nbsp; them stopped & nbsp; - and & nbsp; what if we & nbsp; kill him? Guys, we are killing him. Stop! What will happen next?! ”, & Nbsp; - something like this describes last year’s situation and & nbsp; subsequent“ sobering up ”of all the major market players, President of Cannes Lions Philip Thomas.
Indeed, for Cannes Lions the year was not easy, but & nbsp; the situation has changed, the sentiment around it today sounds different. The year 2018 brought the festival the highest NPS, close to the & nbsp; NPS Tesla, Apple and & nbsp; other major brands. Publicis and & nbsp; other players are returning, and & nbsp; one of the & nbsp; opponents of the festival, Sir Martin Sorrell, the former head of WPP, the largest advertising & PR group in the & nbsp; world, no longer & nbsp; affects the situation. Absolutely.
A new format has been found for working with & nbsp; media creating unique content, it & nbsp; will be marked by the launch of the project, which will be allocated a separate space of the Rotunda & nbsp; - affiliate programs already exist and & nbsp; are open for discussion.
The festival’s online platform, just like the & nbsp; application, will change significantly, accumulating all those & nbsp; improvements that were obvious to visitors. But & nbsp; the most interesting & nbsp; is the alliance between The Work & nbsp; - the repository of all cases for & nbsp; all times of the festival and & nbsp; WARC & nbsp; - the base of creative cases widely used today by advertisers and & nbsp; marketers.
It will be a unique resource for quick search and & nbsp; creative development by & nbsp; categories, brands and & nbsp; so on & nbsp; - a great resource for inspiration at least.
A lot of attention will be paid to & nbsp; marketers, and & nbsp; customers, and & nbsp; brands. For them, who are coming to the & nbsp; festival for the first time, a special tour of the & nbsp; Festival or working sessions will be organized for the tasks of a category or even a brand (according to & nbsp; preliminary arrangements).
One of the & nbsp; interesting tools for pumping the skills of young marketers & nbsp; - Young Marketeers Competition & nbsp; - will teach you how to write briefs and & nbsp; motivate the agency to & nbsp; the best work for their & nbsp; brands. There will be a lot of new things in the & nbsp; Young Lions contest & nbsp; - system changes are coming. Let me remind you that young employees of creative agencies up to 30 years old can participate in the & nbsp; contest. And & nbsp; here at & nbsp; Roger Hatchuel Academy can be trained during & nbsp; the festival 18-23 years old future creative specialists.
The jury presidents are already known in the & nbsp; categories, their & nbsp; will be announced on November 1 & nbsp; in the & nbsp; live broadcast on the site. David Droga, owner and & nbsp; creative director of Droga5, will lead the Sustainable Development Goals.
Incredibly inspired by research figures on the correlation of creative awards and & nbsp; stock growth of public companies & nbsp; - it is direct, and & nbsp; there are several fundamental brand studies on & nbsp; this topic. And & nbsp; here are the correlations between the amount spent on & nbsp; submitting work for the & nbsp; festival of money and & nbsp; received awards & nbsp; - absolutely nothing.
On November 1 & nbsp; at 21: 00 Moscow time on the site, you are the first to know what new awaits us at the Cannes Lions Festival in & nbsp; next year. The updated program, main nominations and & nbsp; awards will be announced.