Lessons learned from Cannes Lions will fuel PR's success in near future

The takeaways from this year's Cannes Lions International Festival of Creativity that will impact the PR world.

The last Balthazar-sized bottles of rosé have been drunk and the acres of corporate tents on the beach inhabited by tech giants such as Google and Microsoft have long since been dismantled – but the lessons from this year’s Cannes Lions International Festival of Creativity live on.

The Cannes jury followed the lead of the PRWeek Awards judges in handing the PR Grand Prix to Procter & Gamble for its Always #LikeAGirl campaign, a coup for MSLGroup and Leo Burnett Toronto, the primary agencies behind the work, to hold both prestigious trophies in the same year.

Many words have been spoken about trends on display at Cannes and there is much inspiration to be had from the week on La Croisette. You can recap everything you need to know in our comprehensive roundup at www.prweek.com/cannes2015.

Other elements worthy of close analysis are the successful case studies that took home gold, silver, or bronze – or made the shortlists. You will often find a gem hidden away that might not have captured the imagination of every judge, but that still resonates in terms of learning for your brand or clients.

But, as another cycle of PRWeek Awards entries gets underway (awards.prweekus.com), let’s not forget that Cannes prioritizes a certain type of work by definition – and still struggles with the core of PR expertise.

For the second year running, the Cannes judges didn’t award in the media relations category; there were no golds for crisis response; and few entries for internal communications work. I guarantee this will not be the case at the PRWeek Awards in 2016

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