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PRESS
RELEASE
Cannes Lions confirms 26,753
awards submissions for 2024
Reflecting the broad spectrum
of creative marketing, growth areas include Creative Effectiveness,
Creative Business Transformation, Creative Commerce and Creative
Strategy
Number of brands submitting up
6%, and media owners up 31%
The Social & Influencer
and Innovation Lions see high growth
Work into the new Use of
Humour category shows a shift in tone
15
June 2024 - The Cannes Lions
International Festival of Creativity has announced that a total of
26,753 submissions have been received into the 2024 Awards. All
pieces of work will now compete to set the global benchmark for
excellence in creativity and effectiveness for the year
ahead.
Simon
Cook, CEO, LIONS, said: "As a barometer for the global industry, this
is when we see interesting shifts across the global landscape -
We've seen continued growth in the Creative Effectiveness Lions,
which has received the highest number of submissions since its
launch in 2011, demonstrating that there's a strong commitment to
creativity as a growth driver. The shift in the makeup of companies
is also interesting, with the number of brand submissions rising 6%
and media owners are up a significant 31%, demonstrating the
breadth of investment in creativity across the full spectrum of
branded communications. Our Juries are already curating a body of
Lion-worthy work and we look forward to seeing the work that will
set the benchmark for another year and show us the way
forward."
Some of the Lions outside the
traditional disciplines which have seen growth include Creative
Business Transformation (+8%), Creative Commerce (+18%) and
Creative Strategy (+5%). Work in these Lions is showcasing the
broad spectrum of creative marketing that is being used to solve
business problems.
Elsewhere, the Social & Influencer
Lions have grown by 21%, seeing the highest number of entries since
the Lion launched in 2018. About the growth, Marian Brannelly, Global Director of Awards,
LIONS, said: "This year we
expanded the categories within the Social & Influencer Lions to
better recognise and celebrate the pivotal role that content
creators play in shaping and amplifying brand messages. The dynamic
influence these individuals have on audiences across social and
digital platforms reflects the evolving nature of communication and
branding in the modern era. Research from WARC also showed that
global social spend is set to total $247.3bn in 2024, up 14.3% year
on year, ahead of paid search. The growth of this Lion coincides
with the timely launch of the new LIONS Creators Pass, providing
further evidence of a sector evolving at a rapid
pace."
Discussing the new Use of Humour
category, Brannelly added:
"Work into the new Use of Humour
category, which sits across 13 Lions, makes up 5% of all entries
within those Lions, demonstrating a shift in tone and the rise of
effective commercial work designed to entertain. As BBDO's Andrew
Robertson said on stage last year, 'humour
works'."
In its first year, just under a
quarter of submissions have come directly from brands in the
inaugural Luxury & Lifestyle Lions - launched to provide a
global benchmark in the luxury space.
Reflecting what's happening in the
market, as outlined in Dentsu's latest
Global Ad Spend forecast, other
areas of growth include in the Outdoor Lions, which are up 6% YOY,
reflective of a medium that is evolving at pace, with the adoption
of data engagement and emerging technologies to help brands think
beyond traditional billboards. The Audio & Radio Lions are up
6%, while the Innovation Lions - are up by a huge 52%.
The shortlists for the Innovation
Lions, Glass: The Lion for Change and the Dan Wieden Titanium Lions
are available now. The remaining shortlists will be released
between Saturday 15 June - Wednesday 19 June.
Jury members from across the world
have now convened in Cannes to judge and award world-class
creativity. The winners of the Lions will be announced at the Award
Shows taking place each evening throughout the Festival, from 17-21
June 2024. Further information on Cannes Lions can be found at
canneslions.com.
ENDS
Contacts:
Camilla Lambert
PR Director
Cannes Lions International Festival of
Creativity
Camillal@canneslions.com
Tash Naidoo
Senior PR Manager
Cannes Lions International Festival of
Creativity
Tashn@canneslions.com
Press
Portal:
press.canneslions.com
Notes
to editors:
About
LIONS
As The Home of Creativity, LIONS
powers the marketing segment of Ascential and is a destination for
those in the business of creativity. As the definitive benchmark of
creative excellence and with unparalleled access to insight on how
it works, LIONS provides those on the journey to creative
excellence all they need, at whatever stage they are at and
wherever they are. Our annual five-day Festival, Cannes Lions, is
the meeting place for the global creative marketing community and a
celebration of the world's most excellent and effective
work.
LIONS
is part of Ascential
Ascential takes the world's leading
brands to the heart of what's next for their industries.
We do this through our events,
intelligence products and advisory services. Our 700 people serve a
global customer base from more than 100 countries in the large and
growing Marketing and Financial Technology sectors.
Ascential plc is listed on London
Stock Exchange (LON: ASCL).
www.lionscreativity.com
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