Creativity Remains Paramount: Simon Cook on Steering Cannes Lions Through a Year of Change
As Simon Cook, MD of Cannes Lions, points out, the festival has come up against numerous challenges over its 67-year history, and been forced to change and evolve. Industry changes, developing social, political and technological trends. Adaptation has always been part of the festival. But perhaps nothing quite so disruptive as a global pandemic. Last year’s Cannes Lions was cancelled, and although earlier in the year it looked like the organisers hoped to host an in-person event, new variants and waves meant that a virtual festival was more practical and safer. So what will next week look like? How will the festival change going forward? And how on earth do you navigate such unknown territory when the eyes of the industry are on you?
LBB> From chatting to people around the agency world, it feels like there's a real hunger to just celebrate the hard work done over a very challenging year and a half - how will the Lions be facilitating that?
Simon> I think we’ll see that come to life at Cannes Lions Live with the return of the awards. We’re dedicating a channel to the award shows, followed by sessions revealing the insights behind the work. We’ll be talking to winners, jury members and experts and really discussing the work in-depth. It’s not something we get to do at the Festival, so we’re happy that we’ll be able to bring some deep insight to our global, digital audience around the world.
The breadth of work we're going to see will be fascinating - because it's documenting our journey through the pandemic. And so that body of work - across two years - will tell us a lot about where we've come from, but also where the industry is headed.
LBB> From conversations you've had with judges and partners, what's the feedback you're hearing about the general industry's response to awards etc.?
Simon> Generally, there's a lot of anticipation, because there's been a hiatus. The Lions will serve as a marker or comeback moment for our industry, and I know people are keen to see the fruits of their labours recognised. There’s also a real industry need for the Lions to return. They reinforce the business of creativity and the need for world-class work that not only provides inspiration and forward momentum for the entire creative community but drives business performance.
LBB> In terms of the content during the week itself, what should we look out for?
Simon> We’ve got content sessions from all over the world that our audience can delve into, to be inspired and to learn. We’ve really tried to give our audience content from a blend of creative minds, from right across the industry and beyond. Voices like Reese Witherspoon and Yuval Noah Harari, author of 'Sapiens'. We’ll also have a live performance by the multi-talented Andra Day, inside our virtual platform, where we’ll also hold daily Meet Ups enabling community networking and digital lounges will be hosting content too.
And we’ll hear from industry greats like Rob Reilly, now global chief creative officer at WPP. And AKQA’s The Future Lions Seminar with Jamal Edwards MBE, founder of music platform SBTV is definitely one to watch.
LBB> What aspects of this new Covid-era regime do you think will carry over to the longer term?
Simon> LIONS will always have a strong digital component going forward now. One of the learnings from the last year is that we can use our platform to democratise creativity and bring what we do to a much broader audience throughout the year. Digital has enabled us to be more inclusive and it’s so important that we retain that. I also think the pandemic has broken down borders and created more fluidity and that’s no bad thing.
LBB> How has the experience helped you focus on the role and purpose of the Lions?
Simon> It cemented it and brought clarity to our purpose. As Lions: The Home of Creativity, we want to provide our community with a year-round destination for everyone in the business of creativity. We exist to help others drive progress through creativity every day of the year, because we believe that creativity has the power to build business, shape society and bring about positive change.
We launched LIONS Membership for that reason, giving people access to Cannes Lions Live, but also other networking experiences, learning opportunities, a chance to showcase your work, and interact with the global community outside of the festival week. Most importantly, membership provides our community with access to each other.
LBB> I can't imagine what this has been like on a personal level - not just the uncertainty but the very public and high-profile status of the organisation. If you're ok to talk about that, how did you feel about it and keep going?
Simon> Lots of things have happened in the 67-year history of Cannes Lions. And this is a moment in time for the brand. We’re just the custodians, or the current guardians of the Lions brand for a period, and that’s a privilege. And so even among all the challenges that have come our way, you have to see it all as an opportunity to bring about change, accelerate strategies, make bolder decisions and to shape the brand in a meaningful way and prepare it for the next 67 years.
LBB> What advice would you have for anyone who finds themselves in a similar situation?
Simon> Know that you won’t please everyone all the time. Recognise that this period offers most business leaders a window of opportunity - so run with it. Use constraints to your advantage. Creativity flourishes in times of limitation. Encourage it!
LBB> Looking forward to next year... well... I think we've all learned our lessons about how much can change in a year but at this early stage, what's your feeling about what Cannes Lions 2022 will look like?
Simon> We’re extremely hopeful that the festival will return in 2022, but one thing we can be certain of is that the digital and physical worlds will need to co-exist. We’re excited to witness that interplay. Cannes Lions will continue to exist as a festival, but it will also serve as a stage that will be viewed by many thousands of members around the world tuning in to have a very different but complementary experience. Throughout the year, we’ll be connecting the creative community through the LIONS Membership platform too of course.
LBB> Lions has had a really challenging few years, from the Publicis boycott year to Covid, and I can't imagine how difficult it's been to adapt and respond - and to keep adapting!
Simon> Changing and adapting is part of our DNA. The brand evolves every single year in tandem with the industry. So, it’s not new. Lions has always evolved. We adapt to reflect the changing nature of the industry and the evolving shape of creativity. The heart of it never changes though - the creative work that sits at the core of the brand is very much the lifeblood. So, we’ll continue to evolve and adapt - but creativity remains paramount.
