Cannes Lions to introduce a category focussed on data & creativity
The organisers of Cannes Lions International Festival of Creativity have grown the festival year-on-year by adding new categories that they believe is reflective of the establishment of disciplines that may have once been niche but had grown up to large areas of work in their own merit. As data began to find more and more mention in the conversations on an off stage, Cannes Lions is also gearing up to introduce a category that recognises the use of data in creativity.
Cannes Lions is targeting to launch the category in the Festival in 2015. This will allow the likes of Kantar, Millward Brown, Ipsos, Nielsen or other such data-focussed agencies to also be part of the Festival.
In a conversation with DMA, Terry Savage, Chairman, Lions Festivals, observed, “What we have seen at the Cannes stage in the last many years, is that the focus on creativity and the various elements surrounding it or impacting it is critical to the Festival. On similar lines, we are to explore the role that data plays in the creative mix.”
Mr Savage’s comments stem from the fact that creative professionals today are spending and investing more time with data to be able to not only create work based on insights based in data but also be able to improvise work depending on how audiences are reacting to the creative, which is better understood today given the access to data.
