Cannes Lions International Festival of Creativity has recorded an overall 4 per cent increase in its entries, taking the total to 35, 765 entries this year. Albeit a small margin, it still makes 2013, the Festival’s best year so far. At an overall level, there is a 7 per cent increase in Cyber Lions and a 10 per cent increase in Mobile Lions, which as per industry professionals, reflects the ground realities of the business. Companies from APAC markets have made a sizeable contribution to these numbers.
Tough competition in Cyber
With the increase recorded, there are 2627 entries competing for Cyber Lions this year. And of this, there are 474 entries from Asia Pacific that would be vying for the coveted Cyber Lion. Needless to say, the highest contribution is from Japan, followed by Australia. China, New Zealand and Singapore follow.
“The growth that digital has seen in the last few years is massive and at one level, we do see the numbers coming in at a platform such as Cannes Lions. That said, the number of entries can definitely become much bigger. It is still the same countries that are participating in Cyber Lions. Indonesia, Malaysia, Philippines and even Vietnam for that matter are doing some good work – it is about time they showcased it on a global stage,” said a Singapore-based agency CEO, expressing some disappointment on the number of entries.
There are 10 entries from Malaysia in the category, 8 from Indonesia, 3 from Philippines and no entries from Vietnam. The point to note however is that, the total number of entries from Indonesia for across categories is 178. Malaysia has sent across 334 entries, Philippines has sent a total of 268 entries and Vietnam has sent 68 entries.
The year of Mobile – not yet…
While the category itself has seen a 10 per cent jump, taking the number of entries competing for Mobile Lions to 1061, the number is still seen as modest by many. Nearly a fourth of this number is coming from APAC markets – a total of 259 pieces of work have been entered from APAC companies for Mobile Lions.
The bulk of this is coming from Japan – 89 entries, and another 47 entries have come from Australia. Singapore, China and South Korea are the other contributors.
“The entries are still coming from the big agencies that understand the science and the art of global awards but there are many mobile specialists who have understood the medium and are doing some outstanding work. It would be worthwhile to see if some of these works will get showcased at the Festival,” said the head of another regional awards forum, and added, “In a strange way, mobile players lack the confidence of going and winning at a global platform like Cannes and we think this will change over the years, and the breakup of where the Lions are coming from will not be skewed towards Press and Films like it is right now.”
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Commenting on the general mood of the Festival, Philip Thomas, CEO of Cannes Lions, said in a prepared statement: “As the industry continues to evolve, Cannes Lions entries evolve with it, with work coming from more countries than ever, and the newer categories like Creative Effectiveness, PR and Branded Entertainment showing significant growth,” comments. “Sixty years ago, 187 films were shipped to Venice to be judged by the first jury, and it’s extraordinary to think that in 2013 more than 300 jury members will judge nearly 36,000 pieces of work. But one thing has remained the same over the years: the winners will represent the best of the best, and show the way forward for creativity in our industry.”
Editor’s Note: The 35,765 entries at Cannes Lions have come from 92 countries. For the purpose of this report, DMA has looked at the participation of 17 markets including Australia, Bangladesh, China, Chinese Taipei, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Pakistan, Singapore, South Korea, Sri Lanka, Thailand, Philippines and Vietnam
Cannes Lions has 16 different awards categories: Branded Content & Entertainment, Creative Effectiveness, Cyber, Design, Direct, Film, Film Craft, Media, Mobile, Outdoor, PR, Press, Promo & Activation, Radio, Titanium & Integrated and the new Innovation Lions categories.