The announcement was made by CEO Simon Cook, while visiting São Paulo, last week
Cannes Lions will have a new category in the 2024 edition, as announced by the festival’s CEO Simon Cook, while visiting Brazil last week. A city known for the presence of famous and big brands in the luxury market, next year, the festival will debut the Luxury and Lifestyle Lions category.
The arrival of the new division of the award will replace Mobile Lions, which will be retired next year. “It’s incredibly important that our categories, the new Lions we have, are able to reflect the ever-changing nature of the industry, but equally important that we are continually evaluating the categories we have to see which ones may need to be retired,” says Cook.
Also according to the executive, the festival has registered a significant increase in the presence not only of agencies from different countries, but also of advertisers, which should boost investments in the sector.
“When we ask them why they are going, the answer is that they are aware of the possibilities of creativity, specifically, creativity as a tool that can be used to drive business,” he says.
He also spoke about creativity, which, in his opinion, remains a common thread for the approximately 30 areas that encompass the disciplines of marketing communication. And, in Cook’s words, remain at the center of the festival.
Without it, advertising is not the same thing, he said, highlighting the effectiveness of the projects registered by Brazilian agencies that resulted in Cannes Lions 2023 being the best performance in recent years, totaling 92 Lions, 2 Grand Prix, 1 Titanium Lions, 11 Golds, 28 Silver and 50 Bronze.
