Come to Cannes, get an edge: Terry Savage, Cannes Lions fest chairman

The Cannes Lions International Advertising Festival is the world's only truly global meeting place for professionals in the communications industry. It offers seven days of award ceremonies, seminars, workshops, master classes, exhibitions, screenings and networking opportunities. In an exclusive interview with Adgully, Terry Savage, the chairman of the festival, describes the shape of things to come in the latest edition.

Adgully: This is the 57th year of the Cannes Lions festival; how is it going to be different from the previous year?

Terry Savage: Cannes is always evolving. Each year, we have relevant changes to reflect what is happening in the industry. Additions to the 2010 edition include the introduction of the Film Craft category; a Grand Prix for Good, which recognises the best advertisement for charity; a new award honouring the most successful independent agency of the year; and the new Young Lions competition for the Young Marketers.

AG: Why is the Cannes Lions festival so revered?

TS: One of the important things about Cannes is that we award across multiple channels â€channels that reflect what is happening in the marketplace, but on a truly global level.

AG: How many entries have you received so far, and how many are you expecting?

TS: It is too early to give a definitive number but we are expecting an increase on the past year's entry levels. This is the most important awards event in the world and the breadth of the number of countries that enter, even given the tough economic cycle of the past year, will see us grow.

AG: What level of quality are you expecting this year, in relation to the standards set by the last edition?

TS: I leave that to the very distinguished juries we appoint. They will be the critics of the work.

AG: When the judges look at a work, what substantive quality do they want to see?

TS: Great work is invariably about the big idea and, no doubt, that will be a core focus this year too.

AG: What kind of platform does the festival provide to the winners?

TS: A platform that says my agency is producing great creativity and great creativity helps sell more of my clients' products.

AG: The festival is also renowned for its workshops and other programmes; what is the plan for this year?

TS: An intensive programme of 52 seminars and 25 workshops, rich in content and learning, will be held. A visit to www.canneslions.com will show you the depth of speakers and the opportunities that these programmes create.

AG: This edition of the festival follows the difficult times faced by the world¦

TS: We have all had a tough time. We are now coming out of it and that presents a real opportunity to learn from the seminars and be inspired by the work. A trip to Cannes in 2010 will give an edge in the market at a time when an edge is required.