The film Lions suffered the biggest drop, with a 7.94% decline in entries from 4,860 in 2006 to 4,474 in 2007. Film entries, which cover TV commercials, in 2005 were 4,996. Press entries (for print advertising) were down 5.45% to 6,984, from 7,387 the previous year.
Changes in client ad spending
Malcolm Pontoon, executive creative director, Ogilvy Advertising, London, said it's no surprise that "the number of entries is beginning to find a balance, reflecting what's happening with client spend."
Close to 25,700 pieces of work from 80 countries will compete for the Lions at this year's event, held in the south of France from June 17-23, an increase of 3.2% entries compared with last year.
Dave Alberts, chairman-executive creative director of Grey, London, said, "Cannes is an interesting indication of where our industry is moving. Advertising agencies are the home of ideas but now the best people in our industry use their skills to come up with ideas in other areas. The online prizes at Cannes will become very much sought after."
Titanium and Integrated Lions
Entries to this year's festival -- the event's 54th year -- reflect the industry's move away from traditional advertising and toward a less TV-focused approach to communications. Entries for the Titanium and Integrated Lions were up 60.4% over last year, reaching 324 compared with 202 last year, although numbers are still well below the more traditional press and film categories.
Terry Savage, executive chairman of the festival, said, "For the fourth year in a row we've seen a record number of total entries. We are seeing the strongest growth in the most recently launched categories, Titanium and Integrated, Promo and Radio, and a decline in film entries, a trend that has been apparent for the last three years."
The U.S. is the biggest competitor at this year's festival, with 3,569 entries out of a total of 25,660. Germany comes next with 2,310, followed by Brazil with 2,203.