Cannes Lions Award Entries Down 38% In comparison with 2016 Excessive

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Whether or not a matter of time, value or mixture of different elements, the advert world isn’t submitting as a lot work to the Cannes Lions Worldwide Competition of Creativity as previously.

This yr, award entries had been down about 1% in comparison with final yr—not a big decline.

However trying again to 2016, which holds the report for many submissions ever, reveals a downward pattern. Certainly, when evaluating 2024 with 2016, award entries have decreased a big 38%.

From one yr to the subsequent, quantity can drop for a wide range of causes.

In 2018, for instance, Publicis Groupe paused its participation in award festivals to give attention to growing its synthetic intelligence platform Marcel. Cannes Lions estimated Publicis’ absence contributed to an 8% drop in entries that season.

That very same yr, Cannes Lions restructured the occasion, introducing two new classes (Inventive Ecommerce and Sustainable Improvement Targets) and retiring three (Cyber, Built-in and Promo & Activation).

A Cannes Lions spokesperson said in an e mail that the standard classes that make up the majority of entries have declined since 2016: Print & Publishing, as an illustration, has fallen from 3,777 entries to 734.

“The newer classes, which mirror the work of recent companies and different model companions, don’t drive something like that variety of entries—Inventive Enterprise Transformation, as an illustration, or the Innovation Lions, whereas they spotlight the way forward for the business, obtain a fraction of the standard classes’ historic entry numbers,” the spokesperson wrote.

However sure classes are rising, stated Simon Prepare dinner, chief govt of Cannes Lions.

“We’ve seen continued development within the Inventive Effectiveness Lions, which has acquired the very best variety of submissions since its launch in 2011, demonstrating that there’s a robust dedication to creativity as a development driver,” Prepare dinner stated in an announcement.

Prepare dinner additionally famous that entries from manufacturers and media house owners elevated 6% and 31%, respectively, displaying the “breadth of funding in creativity throughout the complete spectrum of branded communications.”

Regardless of the general decline in award submissions, Cannes Lions is doing nicely in different key areas.

Final yr, Cannes Lions partnered with 110 sponsors, who paid a median of $329,147 (£260,000), based on an annual report from mother or father firm Ascential. The variety of attendees additionally grew 9% to greater than 12,000. In complete, the competition generated $129 million (£101.8 million) in 2023, up 30% in comparison with 2022.