The value of a Cannes Lion

Cannes Lions entries are down from 32,372 last year to 30,953 (4%). This could be for many reasons:

• The high cost (time and money) to enter

• Clients buying more commodity work

• Agencies seeing less value in the award (or awards)

• Worsening economics of advertising (or changing: money going from creative to adtech)

• The rise of other awards

So it's hard to say what it really means. But it's still useful to see beautiful and interesting new ideas from around the world.

On the other hand, Creative Effectiveness Lions entries are up 34%. This is probably for one reason: agencies increasingly want to show that their work actually works.

I know Lions are like the Oscars: they're for recognizing artistic achievement, not box office success. But aside from the Lego Movie, movies aren't inherently about selling products or services. Advertising is.

So here's to advertising that's beautiful. 

And here's to beautiful advertising that works. 

And here's to the ability to tell the difference. 

Campaign Live: Cannes Lions entries down again despite Publicis return