Cannes Lions launches new category

The International Festival of Creativity, Cannes Lions, has launched a new awards category – Branded Content and Entertainment.

Entrants into the category will need to demonstrate how entertaining and engaging content has been developed for a brand, using consumer insight.

Avi Savar, founder and chief creative officer at Big Fuel in New York, will chair the first Branded Content and Entertainment Lions jury. Savar, whose clients include T-Mobile, Bacardi, Gore-Tex and Philips, said he is excited to be taking part in the award judging process.

“The International Festival of Creativity at Cannes is the premier advertising award show,” he said. “I'm honoured and excited to participate and look forward to the celebration of branded content and entertainment as part of it.”

Entries to this new award open on January 26. Visit the website for more details.