Cannes Lions announced today the launch of the first Creative B2B Lion in the history of the Festival and other changes and refreshments, including: The transformation of the Creative eCommerce Lion into just Creative Commerce Lions (both for online and offline commerce); the refresh of the tracks and the refresh of the Media Lions.
Celebrating creativity in the B2B field
The Creative B2B Lions celebrate game-changing creativity and effectiveness in work for products and services that are purchased by professionals on behalf of businesses.
Entries will need to demonstrate a blend of short-term tactics and long-term brand building strategies that connect with customers, improve brand health and ultimately drive growth.
The new Creative Commerce Lions
The Creative Commerce Lions evolved from the Creative eCommerce Lions, celebrate the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys.
Entries will need to demonstrate how innovation and optimisation at any point of the end to end customer journey led to increased consumer engagement and commercial success.
The Awards Tracks have also evolved. The eight Tracks (Craft, Experience, Engagement, Strategy, Classic, Health, Good and Entertainment) stand as an organising structure and the creative disciplines that represent the backbone of the Lions.
The tracks also reflect the 15 Special Awards by discipline: Healthcare Agency of the Year, and Agency of the Year & Independent Agency of the Year each for Craft, Experience, Engagement, Strategy, Classic, Good and Entertainment.
Media Lions also refreshed
The Media Lions description has been updated to ensure that the work the Festival is celebrating is specifically creative media ideas.
The weightings of the judging criteria has been altered placing more of an emphasis on the media craft areas (Media Strategy & Targeting and Media Execution).
Finally Cannes Lions have also made some updates throughout the categories to reinforce the clear focus on celebrating media ideas and creativity.
The objective of these changes is, Cannes Lions underscores, “ensure the Award accurately reflects the current Media industry, and recognises the breadth of work that media agencies and specialists are engaging in”.