The competition is supported by The International Communications Consultancy Organisation (ICCO), which comprises of national trade associations in 29 countries, representing over 1,700 public relations consultancies across the globe.
Local representatives of Cannes Lions and its affiliates from countries around the world pre-select participants who make up two teams of PR professionals taking part in the competition. Contestants eligible to participate in the 24-hour competition are under 28 years of age and work as Assistant Account Executives, Account Executives, Senior Account Executives or Account Managers for PR agencies and consultancies.
Once in Cannes, the competing teams will be set a brief by a charity or non-profit organisation that will act as the ‘client’. The aim of the 24-hour competition is to show how PR is effectively used to engage audiences with an organisation or a specific topic that the ‘client’ is dealing with. The competition will allow some elements of creative to be produced by the contestants that can be used when they present their strategy to a selected jury.
Gold, Silver and Bronze medals will be presented to the winners with the Gold winners being honoured during the Creative Effectiveness, Promo & Activation, PR and Direct Lions Awards on Monday 16 June.
Commenting on the development, Cannes Lions’ Director of Talent and Training, Steve Latham, said: “As we continue to strengthen and amplify Cannes Lions’ efforts to provide rising stars with unique learning opportunities, the Young Lions PR competition will complement our existing contest offerings and give budding PR professionals a unique experience and a global platform that will help their career prospects. We are delighted to count on the support of the ICCO for this competition".
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