The Cannes Lions international Festival of creativity (hereafter to be known as Cannes Lions) is launching yet another award, this time for Branded Content & Entertainment. The jury will be headed by Avi Savar (pictured), founder of social media agency Big Fuel.
Among the award’s criteria are showing “how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience. This could be either by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner.”
Successful entrants will need to explain the particular circumstances (including regulatory presumably) pertaining to branded content in their own countries. So it looks as though the awards will be based as much on effectiveness as creativity.
Savar himself was a producer for ABC’s Good Morning America before he launched Big Fuel. He was later joined by Kirshenbaum Bond founder Jon Bond. Publicis Groupe bought a majority stake in Big Fuel last year.