It sounds a little like a Monty Python sketch.

“So, apart from the scams… and the rising costs… and only a single category linking creativity and effectiveness… and Publicis withdrawing from entering… and global giant Sir Martin Sorrell again asking difficult questions… the Cannes Lions advertising festival is fit for today’s world.”

But it isn’t.

Case in point, a newly-introduced category called ‘Immersive Customer Experience’. The entry criteria for said category reads: “Engaging, interactive, face-to-face customer focused brand experiences with an holistic-multifaceted nature and storytelling at the heart.”

Surely that’s the criteria for every piece of powerful and effective work?

Read what Creative Director Paul Edwards has to say on the topic in this B&T article.