Entertainment Lions replace Branded Content & Entertainment Lions
Cannes Lions has announced the launch of Lions Entertainment. At the core of Lions Entertainment are two associated Lions which will identify and celebrate the work: the Entertainment Lions and the Entertainment Lions for Music.
According to Philip Thomas, CEO, Lions Festivals, the Entertainment Lions will replace the current Branded Content & Entertainment Lions to “concentrate on what’s important”. “The category has grown exponentially since launching four years ago, but it’s no secret that Branded Content & Entertainment has seen two years without a Grand Prix,” continued Thomas. “Customers are telling us that entertainment is a huge part of the industry and that work has to be more creative, so we’ve made the decision to reflect this, shine a spotlight on Entertainment and re-examine what it takes to make content that cuts through.”
Jae Goodman, chief creative officer and co-head of CAA Marketing, and winner of the 2012 Branded Content & Entertainment Grand Prix, believes that “Entertainment Lions reflects the necessity for marketers to shift away from creating content that interrupts the entertainment, and toward creating the entertainment itself. Of course, entertainment from a brand needs to be more than entertaining, it needs to accrue to the brand’s benefit and drive business results. The brands and agencies who win this category will show us all the near future of marketing.”
In year one, the Entertainment Lion will cover all forms of audio-visual entertainment, live experiences, gaming, sport and more. Because music is such a huge part of the equation, the Festival has created a dedicated Lion, with its own specialist Jury. “This is something that has been campaigned-for and designed by the music and creative industries. The vision is that as more branches of this dynamic industry mature, other areas currently under the Entertainment Lion may become significant enough to follow suit with further dedicated Lions. We are very much looking to evolve with the industry,” said Thomas.
Adding to this, Russell Wallach, president, Live Nation Media & Sponsorship, remarks that “The power of music to create memorable brand experiences when artists and marketers partner is a testament to how well entertainment and advertising fit together. The introduction of Lions Entertainment is the next logical step.”
Lions Entertainment will take place on June 23-24 the week of the eight-day Cannes Lions (June 18-25, 2016) in the Palais des Festivals, Cannes.
Registration for Cannes Lions opens on January 14, 2016, and entries will be accepted from January 21, 2016.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More