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Creative Opinions on Cannes Lions 2018: Big Trends and Big Changes

12TH JUNE 2018


Full article published in Creativepool

The big theme for Cannes Lions 2018 is change. Out with the old, bloated, elitist festival of old and in with the more svelte, measured and inclusive festival of new. The major changes Cannes Lions is instituting for 2018 appear to have been made to make the festival more inclusive and more affordable.

There's also no getting around the fact that the festivities will be much more contained this year, which will no doubt be welcomed by those that complained the festival had grown too big for its own good last year. It was time for a change.

To the outside world, however, it's very much business as usual, so Creativepool reached out to a few choice industry insiders to gather their thoughts on what's changed, what still needs to change and what trends are set to heat up the French Riviera next week...

Richard Dutton, Chief Marketing Officer at Engine, said: 

"Cannes has changed. It is no longer a playground for the networks. The tech giants have come to the party and are going to be leading the conversation and festivities from now on. I hope Publicis’ absence will have encouraged smaller agencies that feel they are usually on an uneven playing field to enter and win Lions.

This hopefully will bring some brilliant work into the spotlight that we have not seen before. Aside from being a showcase for the latest tech innovations, I expect agency models to be a hot topic at this year’s Cannes.

Martin Sorrell’s vision for his new nimble agency focussed on content, data and tech, highlights the fact that the old agency model is obsolete and needs to evolve. Cannes have said they are focussing on a return to creativity – I hope this rings true and we see some brilliant work and thinking that harnesses the power of creativity, technology and data."