Michael Boamah critiques the Cannes Lions Festival, arguing it has shifted its focus away from traditional advertising by welcoming entries that may not qualify as ads. The festival was renamed from Cannes Lions International Advertising Festival to the International Festival of Creativity, reflecting this change. Notable recent entries include high-profile projects like Exosphere from Sphere Entertainment, which is a $2.3 billion venue in Las Vegas. These developments prompt concerns over how traditional advertising agencies can compete in this evolving landscape.
Michael Boamah believes Cannes Lions is pushing agencies and advertising to the side by accepting entries from experiences that frankly probably aren't ads.
The event's name used to be Cannes Lions International Advertising Festival, until 2011, when it was officially renamed the International Festival of Creativity.
Toan Nguyen, founder and managing director, Jung von Matt Nerd, said: "We wanted to reward the effort that people put into the project... We wanted to encourage people to actually take the time of three years planning this, right?"
#cannes-lions #advertising-industry #creativity-festival #non-traditional-advertising #marketing-trends
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