Buoyed by the response to its first Lions Direct awards, the organizers of the International Advertising Festival, also known as the Cannes Lions, will continue to incorporate that event into the main festival week.
The London-based organization said feedback from Lions Direct attendees and the direct marketing industry was positive.
Next year's festival is likely to be in the third or fourth week of June. Direct will be one of six competitions, including press, outdoor, film, media and Internet. In addition, the Lions Village will include an exhibition area called Lions Fair for vendors to promote their products or services.
Held in Cannes, France, the Cannes Lions is the world's largest gathering of advertising and marketing professionals. About 8,000 delegates attend each year. The festival showcases more than 17,000 ads and runs seminars as well. Next year will be its 50th anniversary.