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As the Cannes Lions International Festival of Creativity plans to return to being an in-person event in June 2022 after two years of remote programming, the awards program has announced a new category dedicated to b-to-b marketing.
The Creative B2B Lion has been “several years in the making,” said Philip Thomas, chairman of Cannes Lions, who also has shared several other award updates for the 2022 festival, including changes to the Media Lions and Creative eCommerce Lions.