Carolyn Pedrossian has been promoted to head of production of Sweetshop’s U.S. operations.
Pedrossian has been with Sweetshop since 2017 as bidding producer. In her new role, she will join the U.S. management team and oversee all productions that come out of the U.S. office.
Laura Macauley Thoel, managing director of Sweetshop’s U.S. operations, said, “Carolyn has really impressed me with her dedication, creativity and smarts. She’s been a driving force behind a lot of our key jobs, and has done it by focusing on facilitating the best possible expression of an idea no matter the timings or hurdles or budget. We couldn’t be more excited about her taking the lead production role, affecting the work, the growth, and the culture of the Sweetshop itself.”
Pedrossian has had stints at production companies, including HSI and at Superprime, working with directors the Malloys, David LaChapelle, James Gray and Joseph Kahn. She has partnered with agencies, including McCann, Wieden + Kennedy, CP+B, Leo Burnett, Grey/Townhouse, Deutsch, 72 and Sunny and mcgarrybowen, and with brands such as Chrysler, Honda, Land Rover, Target, Walmart, Ulta, Wet & Wild, Google, Verizon, Pepsi, Dick’s Sporting Goods, Venus and Mastercard.
Changes Afoot For Cannes Lions 2025, Including Increasing Festival Access For Underserved Communities
The Cannes Lions International Festival of Creativity is putting plans in motion for its 72nd edition, set to take place from June 16-20, 2025 in Cannes, France. The Festival has announced that it will double funding to provide €2m (some $2,150,000) worth of complimentary passes to underrepresented talent and underserved communities through its Equity, Representation and Accessibility (ERA) Pass, returning for a second year.
Frank Starling, chief DEI officer, Lions, said the increased investment was “crucial to continue to drive progress for both Cannes Lions and the industry.” Starling added, “The ERA pass plays an important role in fostering a global representation of talent within the creative communications industry at Cannes Lions, and to date our funded opportunities have reached creatives in 46 countries globally. With the Festival being the destination for everyone in the business of creativity, we recognize the importance of creating equitable access to it, and this is why we’re prioritizing increased representation from the Global South to support a greater range of voices and perspectives from the region at the Festival.” Applications for the ERA pass are open now and close on December 5, 2025. More details can be found here.
With submissions into the Cannes Lions Awards opening on January 16, 2025, innovations to the Awards have also been announced today. Glass: The Lion for Change celebrates 10 years since its introduction. The Glass Lion was launched to champion work that used creativity to drive a shift towards more positive, progressive and gender-aware communication, and Marian Brannelly, global... Read More