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Business Insider
5 days ago
- Business
- Business Insider
Cannes Lions have evolved, but the trophy is still a prize for agencies and brands
The Cannes Lions International Festival of Creativity begins this week. The week is stuffed with official programming, brand activations, and parties. In the midst of all that, It's easy to forget that, at its most The Cannes Lions awards have been around for more than 70 years, so they must constantly evolve to keep up with industry trends. This year, there are a number of changes that mirror what's happening not only in the marketing industry, but society. One of these includes expanding the aperture of Glass: The Lion for Change, which celebrates creativity that promotes equal representation, beyond just gender, to include disability, race, sexuality, and social inequity. "Expanding its scope allows us to celebrate ideas promoting equitable representation across a broader range of communities, while emphasizing authentic inclusivity throughout the creative process," said Marian Brannelly, the global director of awards for the Lions, in an email to Business Insider. Another addition is subtle, but important in terms of the growing presence of B2B campaigns at the Lions. The Creative B2B Lions submission will now include a question to help clarify the type of work submitted. Entrants will need to specify if the work is for a traditional B2B model where one business sells directly to another, one involving a partnership between businesses to reach consumers, or work aimed at attracting consumers as a way to engage a business customer. "Ultimately, the jury is looking for work that redefines how B2B brands engage with their audiences, showcasing exceptional craft, long-term brand building, or game-changing ideas that challenge industry norms," said Simon Cook, the CEO of the Lions, in an email to Business Insider Awards maintain importance Even amid these changes, agencies' view of the Lions and its importance essentially has remained the same. Rafael Rizuto, the chief creative officer of Ogilvy North America, described the Lions as the "Holy Grail" of awards. He added that for Ogilvy —which won a Grand Prix for its "Michael CeraVe" campaign last year and counts among its shortlisted campaigns this year "The Athlete's Code" for Powerade — winning a Lion is important for many reasons, including attracting talent. "An agency that wins awards attracts the best talent, who produces the best work and so on," he said. Rizuto himself is an Ogilvy "boomerang," coming back to the agency 10 months ago after two previous stints. He cited the CeraVe campaign as one of the motivations for returning. "I want to do more work like that," he added. Abbey Klaassen, the global president and US CEO for Dentsu Creative, which won a Grand Prix last year for a campaign with Dutch telecom company KPN, said winning a Lion can strengthen the client-agency partnership and the conversations about the work. "If we focus with clients about the ideas that move people in business, it's actually a great opportunity for gaining learning and perspective," she said. Each year, Dentsu offers its clients the opportunity to dissect the work that has won a Lion — not just client wins, but others in the industry, given that a number of people across the agency sit on juries. "They bring those insights of those conversations that happen inside the jury room," she said. Not surprisingly, winning a Lion also has an impact on employee morale. "It gives teams across our creative network a source of pride," she said. "We think about what winning work communicates about us as an agency… and the type of work we do." Raising the bar Diana Littman, the CEO of MSL US and a jury member for the PR Lions, which has been a category since 2009, said awards can be "a validation" for clients. Last year, MSL US won several Cannes Lions, including one for Dunkin' featuring Ben Affleck. Littman said winning an award also provides the opportunity to push the envelope creatively for future work with a client. "I think one of the most exciting things is if you win, it gives you a new baseline and you get to keep building blocks on top of that." She added that some clients will mention their desire to win a Lion in their initial business brief, something Littman appreciates. "I really like to have open conversations and sit down with clients," she said. "If they want to be winning awards, let's really put that out on the table and talk about what it takes to win awards. At the core of it, it's the business brief that you have to be doing, but the way you wrap a business brief can look very different."
Malaysian Reserve
5 days ago
- Business
- Malaysian Reserve
UN Global Compact CMO Blueprint for Sustainable Growth Takes Centre Stage at Cannes Lions
First-of-Its-Kind Guide Empowering CMOs to Drive Sustainable Business Growth and Impact CANNES, France, June 16, 2025 /PRNewswire/ — At the world's preeminent gathering of creative and marketing leaders, the United Nations Global Compact today unveiled the CMO Blueprint for Sustainable Growth — a unifying framework to mobilize Chief Marketing Officers (CMOs) and brand leaders with actionable guidance to harness sustainability as a driver of business growth and lasting impact. As brand stewards, value creators, and powerful communicators, CMOs and marketing leaders have the influence to shape perception, shift behavior, and help align business and brand growth with long-term societal and environmental value. Developed by the UN Global Compact CMO Think Lab — a working group of global marketing leaders — the Blueprint advances three core ambitions: Establish a unified, principles-based framework for sustainable marketing Provide an industry benchmark to assess progress, identify gaps and accelerate action Build a collaborative ecosystem of brands, experts and partners committed to reshaping the future of marketing and sustainability 'The need for action has never been greater — and neither has the opportunity,' said Sanda Ojiambo, CEO and Executive Director of the UN Global Compact. 'The CMO Blueprint for Sustainable Growth is both a call to action and a practical roadmap. It reflects the collective insight and ambition of marketing leaders around the world who are ready to lead businesses toward a more just, inclusive and resilient future.' The Blueprint is structured around five strategic pillars — growth strategy, brand strategy, innovation, communications, advertising and media, and collaboration and partnerships. Together, these pillars support a collaborative ecosystem anchored by the CMO Blueprint online hub. This hub connects brands, experts, and stakeholders to share knowledge, case studies, and resources — helping marketing teams embed sustainability into strategy, drive long-term value creation and accelerate transformation at scale. 'CMOs and marketing leaders have a vital role to play in driving sustainable growth and advancing corporate sustainability strategies,' said Simon Cook, CEO, LIONS. 'Every June, Cannes Lions brings together the world's most influential creative minds and we invite our community to be part of something bigger to collaboratively build a sustainable future. This blueprint provides a key opportunity for our industry to harness its boundless creativity and pioneer solutions that will echo far beyond Cannes Lions.' Cannes Lions participants can explore the CMO Blueprint throughout the Festival (16–20 June) at the EverGrow greenhouse activation happening at the LIONS Sustainability Hub. This is the Festival's new home, in partnership with ACT Responsible, for inspirational work, ideas for practical action and a place to meet like-minded individuals. In addition, the CMO Blueprint will be launched on 19 June at 15:30 CET on the Lions Terrace Stage, featuring a high-level conversation with Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard; Cristina Diezhandino, Global Chief Marketing Officer, Diageo and Khensani Nobanda, Chief Marketing Officer, Nedbank. To download the Blueprint and learn more, visit: Notes to Editors About the UN Global CompactThe ambition of the UN Global Compact is to accelerate and scale the global collective impact of business by upholding the Ten Principles and delivering the SDGs through accountable companies and ecosystems that enable change. With more than 20,000 participating companies, 5 Regional Hubs, 63 Country Networks covering 80 countries and 13 Country Managers establishing Networks in 18 other countries, the UN Global Compact is the world's largest corporate sustainability initiative—one Global Compact uniting business for a better world. For more information, follow @globalcompact on social media and visit our website at UN Global Compact CMO Think Lab The United Nations Global Compact is convening an esteemed group of CMOs to advise on the challenges, opportunities, and needs of global marketing leaders as part of the first-ever CMO Think Lab. This group will design a roadmap that will inform future programming, empowering CMOs with the knowledge and tools needed to drive sustainable growth and positive impact. The CMO Think Lab is by invitation only. It offers a small group of leading organizations a collaborative space to actively contribute to the development of thought leadership content through interactive workshops, consultations, calls, webinars and other activities. Learn more: Logo – View original content:
Campaign ME
6 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.
Cision Canada
6 days ago
- Business
- Cision Canada
UN Global Compact CMO Blueprint for Sustainable Growth Takes Centre Stage at Cannes Lions
First-of-Its-Kind Guide Empowering CMOs to Drive Sustainable Business Growth and Impact CANNES, France, June 16, 2025 /CNW/ -- At the world's preeminent gathering of creative and marketing leaders, the United Nations Global Compact today unveiled the CMO Blueprint for Sustainable Growth — a unifying framework to mobilize Chief Marketing Officers (CMOs) and brand leaders with actionable guidance to harness sustainability as a driver of business growth and lasting impact. As brand stewards, value creators, and powerful communicators, CMOs and marketing leaders have the influence to shape perception, shift behavior, and help align business and brand growth with long-term societal and environmental value. Developed by the UN Global Compact CMO Think Lab — a working group of global marketing leaders — the Blueprint advances three core ambitions: Establish a unified, principles-based framework for sustainable marketing Provide an industry benchmark to assess progress, identify gaps and accelerate action Build a collaborative ecosystem of brands, experts and partners committed to reshaping the future of marketing and sustainability "The need for action has never been greater — and neither has the opportunity," said Sanda Ojiambo, CEO and Executive Director of the UN Global Compact. "The CMO Blueprint for Sustainable Growth is both a call to action and a practical roadmap. It reflects the collective insight and ambition of marketing leaders around the world who are ready to lead businesses toward a more just, inclusive and resilient future." The Blueprint is structured around five strategic pillars — growth strategy, brand strategy, innovation, communications, advertising and media, and collaboration and partnerships. Together, these pillars support a collaborative ecosystem anchored by the CMO Blueprint online hub. This hub connects brands, experts, and stakeholders to share knowledge, case studies, and resources — helping marketing teams embed sustainability into strategy, drive long-term value creation and accelerate transformation at scale. "CMOs and marketing leaders have a vital role to play in driving sustainable growth and advancing corporate sustainability strategies," said Simon Cook, CEO, LIONS. "Every June, Cannes Lions brings together the world's most influential creative minds and we invite our community to be part of something bigger to collaboratively build a sustainable future. This blueprint provides a key opportunity for our industry to harness its boundless creativity and pioneer solutions that will echo far beyond Cannes Lions." Cannes Lions participants can explore the CMO Blueprint throughout the Festival (16–20 June) at the EverGrow greenhouse activation happening at the LIONS Sustainability Hub. This is the Festival's new home, in partnership with ACT Responsible, for inspirational work, ideas for practical action and a place to meet like-minded individuals. In addition, the CMO Blueprint will be launched on 19 June at 15:30 CET on the Lions Terrace Stage, featuring a high-level conversation with Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard; Cristina Diezhandino, Global Chief Marketing Officer, Diageo and Khensani Nobanda, Chief Marketing Officer, Nedbank. To download the Blueprint and learn more, visit: Notes to Editors About the UN Global Compact The ambition of the UN Global Compact is to accelerate and scale the global collective impact of business by upholding the Ten Principles and delivering the SDGs through accountable companies and ecosystems that enable change. With more than 20,000 participating companies, 5 Regional Hubs, 63 Country Networks covering 80 countries and 13 Country Managers establishing Networks in 18 other countries, the UN Global Compact is the world's largest corporate sustainability initiative—one Global Compact uniting business for a better world. For more information, follow @globalcompact on social media and visit our website at UN Global Compact CMO Think Lab The United Nations Global Compact is convening an esteemed group of CMOs to advise on the challenges, opportunities, and needs of global marketing leaders as part of the first-ever CMO Think Lab. This group will design a roadmap that will inform future programming, empowering CMOs with the knowledge and tools needed to drive sustainable growth and positive impact. The CMO Think Lab is by invitation only. It offers a small group of leading organizations a collaborative space to actively contribute to the development of thought leadership content through interactive workshops, consultations, calls, webinars and other activities. Learn more:
Campaign ME
22-04-2025
- Business
- Campaign ME
Cannes Lions picks Khaled AlShehhi as first government sector juror in 72-year history
The Cannes Lions International Festival of Creativity has selected Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, to join its jury panel, making it the first time that a government sector representative from across the globe has been chosen for this role in the festival's 72-year history. The appointment of Khaled AlShehhi to the prestigious PR Lions Awards jury, reflects the festival's recognition of the UAE's achievements in shaping innovative, forward-thinking marketing communications. This also marks the first time that an Emirati national has been chosen as a juror for the Cannes Lions International Festival of Creativity. Commenting on the appointment, Simon Cook, CEO of LIONS, said, 'We are delighted to welcome Khaled AlShehhi to the PR Lions jury. His innovative work in government communications and ongoing commitment to creative excellence in the region and beyond, means he is well placed to represent the region on the global stage.' The Cannes Lions International Festival of Creativity has announced the selection of Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, as the first government sector representative worldwide to join the jury of this prestigious… — UAEGOV (@UAEmediaoffice) April 21, 2025 'The UAE Government Media Office's consistent success at Cannes Lions – winning for three consecutive years and the UAE's ranking at eighth – within the global Top 10 – in the Cannes Lions Global Creativity Index highlight the remarkable strides the nation has made in recent years,' Cook added. The UAE Government Media Office has earned more than 220 international accolades, including multiple Cannes Lions awards, a fourth-place global ranking in the Effie Index for effective marketing, and recognition as the 2022 Global Brand of the Year by the AME New York Festival. AlShehhi has also been widely recognised across the industry. He was named Advertising Person of the Year at Dubai Lynx 2023 and earned the 2023 Loeries Marketing Leadership and Innovation Award, becoming the first Middle Eastern recipient in that show's 45-year history. Among his other accolades are the 2022 Effie MENA Honorary Award and the 2022 World Media Group Award for Content Leadership and Innovation. He also serves on the Board of the Public Relations and Communications Association (PRCA) in the Middle East and North Africa, and is a member of the Strategic Council of the Middle East Public Relations Association (MEPRA), actively contributing to the growth and development of the region's communications industry. Reacting to his appointment as a Cannes Lions juor, Khaled AlShehhi, Executive Director of Marketing and Communications at the UAE Government Media Office, said, 'It is a privilege to join the Cannes Lions jury, an opportunity that not only underscores our organization's achievements globally but also highlights the UAE's belief in the power of creativity to shape impactful government communications. For me, true creativity begins with a heart-racing insight, and it only grows stronger when you dare to bring it to life. if an idea doesn't shake you a bit, it's probably not bold enough to capture hearts and transform realities.' AlShehhi added, 'I look forward to sharing our perspective and learning from the world's finest PR campaigns. I am grateful to work in an environment that consistently nurtures bold ideas and encourages pioneering strategies. This culture of innovation enables us to produce campaigns that resonate locally and globally, and I hope to bring those insights to the jury table.' As a juror, he will join leading global professionals at Cannes Lions this June to evaluate groundbreaking PR campaigns, culminating in the Awards Show on 20 June 2025. This appointment stands as a testament to the UAE's creative influence and its increasing leadership on the international stage.
