Cannes looks to add Lions for PR.

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      The article reports on the plan of the International Advertising Festival to expand the festival to award Cannes Lions for public relations campaigns. The 50-year-old festival started as a cinema and television advertising awards show held alternate years in Cannes and Venice, but has changed enormously over the last decade. Film entries still provide much of the festival's glitz and suspense but represent a smaller proportion of total entries every year. The press and poster contest, introduced in 1992, drew 8,669 entries this year, more than half of the festival's total 16,392 entries for 2003 and almost twice as many as the 4,577 film entries submitted. New contests are the festival's engine for growth. In 2003, film entries plummeted by 9.5% and press and outdoor entries dropped by 4.5% as agencies contained costs, but Media Lions entries grew by 9%.