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It's been called the Oscars of advertising.
Every year, the best of the media, marketing and advertising industries come here to
the south of France to compete for top industry awards and to get their creative juices flowing.
We're talking about the Cannes Lions International Festival of Creativity.
Cannes, France has no problem being in the spotlight.
The coastal city on the French Riviera is probably best known for hosting A-list celebrities
every year at the international Film Festival.
In fact, it was the Cannes Film Festival that inspired a group of advertising contractors
to create their own big industry event more than 60 years ago.
They launched the International Advertising Film Festival in 1954, located not in Cannes,
but Venice, Italy.
And it was Venice that helped inspire the prize for the best advertising films:
a lion trophy modeled by the lion monument in Piazza San Marco.
Two years later, the festival moved to Cannes, and it alternated between the two cities
until Cannes became its permanent home in 1984.
In the 1990s, the festival started adding on seminars by experts in the industry.
Panels now cover subjects from health care to innovation, but the festival still
gives out those iconic lion statues.
Today, Cannes Lions has evolved beyond ad agencies, with tech companies and brands joining in, too.
Networking has become as important, if not more, than the awards.
In numbers, last year's festival featured more than 16,000 attendees,1,000 speakers and 4,700 companies.
22 out of the world's 25 biggest brands by marketing expenditures will attend this year's festival.
Take for example Procter & Gamble and Samsung, brands that account for around $20 billion
in marketing every year combined.
But this year one of the world's biggest advertising companies, Publicis, made headlines
when it said it would scale back its presence at the event.
One of the reasons? It's too expensive.
The cost for a complete pass to get access to the entire festival is more than 3,000
euros, or $3,700. And that's still over $1,000 less than last year.
Critics say this has made Cannes a destination for the elite to show off their wealth.
They say it's become more about sipping rose on a yacht than fostering creative business ideas.
And that's why the owner of the festival, a British media company called Ascential,
has responded to cost concerns by lowering prices for passes.
Cannes Lions brought in around $87 million in revenue for Ascential in 2017.
As the ad industry has evolved, Cannes Lions is trying to keep up with the changes.
Organizers have added new categories of awards.
And panels feature subjects ranging from blockchain to gender inclusivity.
Meanwhile new players are making waves on and off stage.
This year Google won Cannes Lions' "Creative Marketer of the Year" award.
Not exactly who you'd think of when you think of a big advertising company, right?
Around 30,000 entries for awards were received from 90 countries this year.
Cannes said that's down from more than 40,000 last year thanks to the Publicis break and
fewer available awards.
But the numbers of brands, like Adidas and Microsoft, and media owners, like HBO,
submitting work is actually way up.
Take a stroll along the Cote d'Azur here in France, and range of players is clear.
From tech to media to advertising to consultancies, they all have one thing in common.
They're all competing for eyeballs here at Cannes and the money in your pocket.
Hey everyone, Elizabeth here in Cannes.
Thanks so much for watching.
Be sure to check out more of our CNBC Explains videos over here.
Leave us any other ideas in the comments section and while you're there subscribe to our
channel.
By for now!
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