Exclusive: Cannes Lions Managing Director Simon Cook on Making the 2021 Festival Virtual

For a second year in a row, the Cannes Lions will be online-only, despite insistences from festival owner Ascential that it might return. The increasing cases of Covid-19 across Europe, especially in France, left an in-person festival in June all but impossible. Initially, MediaLink’s decision to host a hybrid industry event in London and New York offered some potential hope, but with only a week left until the April 15 entry deadline, the organizers switched gears and announced an online-only event that includes virtual talks, awards insights, creative commentary and yet-to-be-unveiled “immersive experiences." The speaker lineup also has yet to be announced. Adweek spoke with Simon Cook, managing director of the Lions, to learn more about the decision to go all-virtual and what's in store for this year's festival. Cook said it was a difficult decision to cancel the in-person festival for a second consecutive year: “It’s always been an option for us,” he told Adweek. “We have been realistic that it might be an eventuality, but it has been really tough because we always want to do things in consultation with our customers." "We have a brilliant relationship with our partners and the city of Cannes, so we need to be respectful to them as well because that is a partnership we want to continue in the future.” "Not just tethered to this one week" The return of the awards will be supported through an on-demand creativity channel featuring talks and winner commentary, Cook said, adding that “immersive experiences” will also be unveiled, though details were not yet available. Ascential’s end-of-year financial results showed that 80,000 people interacted with its digital platform last year, and that 80% of those people had never attended the festival. This indicated that the virtual event has a higher potential audience reach than an annual event in France. Aware of this, the company has built a new membership-based offering and has begun offering more online events since last summer. “Our customers keep telling us that now is the time for creative inspiration throughout the year, not just tethered to this one week in June," Cook said. Another aim will be to continue to champion younger industry members in order to keep them engaged. This will include a reduced membership fee for those under 30, as well as competitions aimed at younger professionals in the lead-up to the ceremony, with festival access serving as a prize. As to whether 2020 sponsors will transfer their investments to 2021, he was sanguine: “With our sponsors, we have really long-lasting relationships that sometimes last beyond the year.. [They] have either decided to perhaps do something in 2022 or [are] increasingly.. switching-up the nature of the partnerships. We had lots of sponsors who are interested in the immersive experiences we are trying to create in June this year.” Lessons to learn The digital pivot is expected to produce a number of lessons for Lions as it aims to figure out a potential hybrid system for its yearlong events. “Cannes Lions will always be a massive part of who we are," he said, "but over the last year we have developed this master brand, 'Lions,' which we think can help the industry to provide a platform for everyone at every stage of their careers, especially for those who are striving towards that modern definition of creative excellence.” Cook said the transition has helped Cannes Lions adapt in fresh ways: “Like many businesses out there, we have been scenario-planning with lots of different hats on, but it’s been an exciting and creative time. One thing the pandemic has done for a lot of businesses, including us, is to accelerate our plans and our strategy. But also, it’s been a great time for innovation and creativity.” As for the financial impact on the city of Cannes, Cook says his team has been in regular contact with city officials throughout the decision-making process. “We know that it will have a significant impact, but they have been incredibly gracious and supportive, and they are really championing a bigger and better return in 2022,” he said. And so there is another year to wait until the ad world can return to its annual commune in the French sun. Cannes Lions 2021 Will Be an Online-Only Event. Here’s What We Know So Far