Chasing Dreams and Breaking Barriers: Our Path to Cannes Lions

As the Vice President of Marketing for our women-led, women-founded agency, where most of our team proudly belongs to Gen Z, attending the Cannes Lions International Festival of Creativity this year was nothing short of inspiring. We were mesmerized by the brilliance on display, the innovative campaigns, and the creative geniuses who took center stage. It ignited a fire within us – a desire to see our names and our brands up there, winning, celebrating, and pushing the boundaries of creativity.

We believe in dreaming big. We believe in setting goals and daring to pursue them. Next year, we want to be on that stage. We want our work, our passion, and our creativity to be recognized and celebrated.

However, as we soaked in the festival's energy, one reality became apparent: there aren’t enough women, young professionals, and emerging agencies receiving these prestigious awards. The talent is undoubtedly there, but the representation is lacking. The Cannes Lions Festival, a beacon of creativity, should evolve to truly embody the diversity and inclusivity it stands for.

The Current Landscape

Larger, well-established agencies dominate the awards, and while their work is undeniably impressive, it often overshadows brilliant ideas coming from smaller, newer, and more diverse teams. The current structure inadvertently favors those with the means and the connections, leaving behind many who could bring fresh, groundbreaking perspectives to the table.

A Call for Change

If Cannes Lions genuinely wants to celebrate the best of creativity, it needs to create a structure that supports and uplifts underrepresented voices – women, and younger generations.

Here are a few suggestions:

1. Lower Entry Costs: Reduce the financial barriers that prevent young professionals from entering their work. Offer subsidies or create a sliding scale based on agency size and revenue.
2. Mentorship Programs: Pair emerging talents with industry veterans who can guide them through the entry process, provide feedback on their work, and help them navigate the complexities of the competition.
3. Judging Panels: Ensure that judging panels are diverse and inclusive, bringing in a variety of perspectives that can recognize and appreciate different types of creativity and innovation.

Our Commitment

At CROING, we are more determined than ever to push the boundaries of what’s possible. We want to break through the glass ceilings, shatter the stereotypes, and redefine what it means to be successful in this industry. We’re committed to nurturing our talent, investing in bold ideas, and relentlessly pursuing excellence.

Next year, we aim to stand on that Cannes Lions stage, not just for ourselves but for every woman, every young professional, and every underrepresented creative talent out there. Because the future of creativity depends on all of us – not just the best of the best, but the best of everyone.

Let’s make Cannes Lions not just a celebration of creativity, but a celebration of diverse, inclusive, and accessible creativity.