Nicola Merrifield
Dec 2, 2021

Cannes Lions launches new award for creative B2B excellence

Other changes include a broadening of the commerce prizes and a stronger emphasis on creative in the media awards.

Cannes Lions launches new award for creative B2B excellence

A new award aimed at celebrating the best B2B advertising will be up for grabs at the 2022 Cannes Lion festival.

The new Creative B2B Lion will be given to campaigns that display both creativity and effectiveness in advertising products and services that are purchased by professionals on behalf of businesses.

Following an increase in the number of Cannes Lions awards going to B2B work, the festival organisers said now was the right time to introduce the new accolade, which has been in discussion since 2013.

Philip Thomas, chairman of Lions, said: “Having seen a rise in B2B work winning across the Lions, and with many in the industry believing that a specialist Lion in this area will raise the creative bar and elevate the discipline, we think that now is B2B’s moment to have its own spotlight on the global creative stage.” 

Meanwhile, the awards-giving body has developed its Creative eCommerce Lion to recognise both online and offline commerce, payment solutions and transactions.

The new Creative Commerce Lion category is broader than the previous version, reflecting a shift in the number of commerce-related entries.

Simon Cook, managing director at Lions, said: “We’ve broadened this Lion to reflect the different emerging areas of commerce. 

“There was a noticeable shift across the work this year – commerce-related entries were up 18%, and our juries identified emerging trends around ‘distributed commerce’, ‘equitable commerce’, and the proliferation of commerce more generally. Evolving the Commerce Lion is about keeping it relevant and in-line with a rapidly shifting landscape.” 

An update to the Media Lion, meanwhile, will clarify that winners will be awarded for creative ideas. 

Susie Walker, vice-president of awards and insight, Lions, said: “We've added an explicit reference to media in the description of the overall Lion to make it clear that we are rewarding creative media ideas, and changes like altering the weighting structure that we give to the jury so that the majority of the weighting sits across the media craft areas, as well as updates throughout the categories reinforce the really clear focus of celebrating media ideas and creativity.” 

More than 400 global experts will judge this year’s awards, which will be handed out at the Cannes Lions International Festival of Creativity from 20 to 24 June.

Source:
Campaign UK

Related Articles

Just Published

20 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

20 hours ago

Agency Report Card 2024: VML

Working through a complex merger in 2024, VML remained steady and stable. Now it's time to show the world how it can flex its scale to creative benefit for all to see.

21 hours ago

'If it doesn’t entertain, don’t even enter': ...

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

21 hours ago

Canva plugs MagicBrief into the creative feedback loop

By acquiring MagicBrief, Canva is blending AI-powered insights with real-time design iteration—turning creative guesswork into scalable, data-backed storytelling for enterprise teams.