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The Cannes Lions International Festival of Creativity is recognizing the growing power of consultancies in the ad industry with a new Lion that will consider products and services, customer experiences, and operational shifts that have driven transformative change to a brand’s core business.
The new category, the Creative Business Transformation Lion, is the most significant of a wave of tweaks to the show’s awards roster announced today. The updates also included broadening the scope of the influencer marketing and corporate social responsibility sections of the PR Lions.
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