Cannes Lions announces new award dedicated to B2B advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2021, 4:53 PM UTC

The award aims at raising the creative bar and elevating the B2B advertising sector.

The 2022 Cannes Lion festival will give away a new award – the Creative B2B Lion for campaigns that display creativity and effectiveness in advertising for B2B products and services.  The new award comes after an increase in the number of Cannes Lions awards going to B2B work in recent years.

According to festival organisers, the new award was in discussion since 2013. Similarly, the award-giving body has developed its Creative eCommerce Lion to recognise online and offline commerce, along with payment solutions and transactions.

The broadening of the Creative Commerce Lion category from the previous version aims at recognising emerging trends around “distributed commerce” and “equitable commerce”. The body has also clarified that winners of the Media Lion will be awarded for creative media ideas.

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