Released in the official statement, Philip Thomas the CEO of Cannes Lions said: “If you view the work and listen to the conversations taking place at Cannes Lions, you realise very quickly that the event has evolved way beyond pure advertising.”
The reason to change from the word ‘advertising’ to ‘creativity’ is the due to the evolution of the industry. Work from categories like design, digital, activation and public relations are already part of the mix.
“Many of the Grands Prix are now being awarded to experiences, technologies, social media, user-generated content, services, events — the options for marketers now are rich and diverse, and we need to embrace that change,” Thomas continued. The new change on the tagline is to embrace the entire package on creative communications.
In the coming 2011, the thirteen categories on awards are: Film, Press, Outdoor, Cyber, Media, Direct, Radio, Promo & Activation, Design, PR, Film Craft, Titanium & Integrated and Creative Effectiveness
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