The Cannes Lions International Festival of Creativity, taking place June 22-26 next year, has introduced a Creative Brand category, ahead of opening submissions in January.
“For 70 years, we’ve recognised the work and creative outputs that drive demand for brands all around the world,” said LIONS CEO Simon Cook.
“But in 2026, we’re asking a different question: what are the inputs that make those breakthrough ideas possible in the first place?
“The Lion will recognise the visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing inevitable and repeatable – and the practices that transform creative potential into lasting business impact.
“As the industry continues to evolve at pace, and economic uncertainty has intensified focus on creative investment returns, we must shine a spotlight on the brands and businesses that are building the capabilities that allow commercial creativity to thrive.
“We continue to evolve and adapt the Lions to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future.”
The Creative Data Lion will also get a refresh to reflect how data’s role has evolved.
Entries must show how data was essential to both the core idea and its measurable business impact.
The introduction of AI Craft subcategories across the craft-led Lions will recognise work where human creativity and artificial intelligence come together to create ideas.
Nominations open January 15.
“We're witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems,” said LIONS global director of awards, Marian Brannelly.
“Data has become a creative catalyst, AI is expanding what’s possible and retail media is redefining how brands connect with consumers.
“These changes reflect how technology isn’t just supporting creativity, it’s allowing us to conquer new creative frontiers.”
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