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Cannes Festival Introduced Changes For PR Lions
Manuela Walfenzao| 20 de marzo de 2017
Cannes Lions 2017 modifica la categoría de PR Lions
In 2016, communications agencies were overshadowed by creative shops in nearly every category of the PR Lions. To fix this, the Cannes International Festival of Creativity introduced several significant changes that include an updated definition of PR, entry-form revisions, and a new point system for the Network of the Year award, among others. Now the PR Lions will celebrate creative work “which successfully builds trust and cultivates relationships with credible third-parties, utilizing mainly earned media tactics or channels to influence public dialogue and ultimately change perceptions and behaviors in ways that protect and enhance the reputation and business of an organization or brand with its target audiences” according to the new definition. However, the changes do not include new categories, there will be all new entry form and definitions. The results question now covers media output, target audience outcomes, and business outcomes to better align with accepted industry measurements, while strategy and execution got a refresh. Now the criteria considered during judging process will be weight as follows: 20% idea; 30% strategy; 20% execution; 30% results. Regarding the Network of the Year award, Cannes eliminated a rule that mandated points be split between Ad and PR agencies. Now, points in this category will be only awarded to companies credited in the “idea creation” role, according to the organization’s website. PR firms will also collect points for the awards of Network of the Year, Agency of the Year, and Independent Agency of the Year, when they are credited in the Idea Creation Role. For six months, Cannes worked with a hand-picked committee made up of industry experts who have participated in the PR Lions to evolve the category and develop a new definition.
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