The Cannes Lions International Festival of Creativity announced that its 2022 event will include a Creative B2B Lion for the first time to recognize “game-changing creativity and effectiveness in work for products and services that are purchased by professionals on behalf of businesses.” Cannes Lions Chairman Philip Thomas commented, “Having seen a rise in b-to-b work winning across the Lions, and with many in the industry believing that a specialist Lion in this area will raise the creative bar and elevate the discipline, we think that now is b-to-b’s moment to have its own spotlight on the global creative stage.”
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