LONDON — PRovoke and the International Communications Consultancy Association (ICCO) have announced their first hybrid event to celebrate creativity in the PR industry, to take place during the week of Cannes Lions this June.

With travel and real-life event plans still looking uncertain this summer, and Cannes Lions confirming the main festival will be "digital-first", the long-standing partnership is developing a one-day event during Cannes Lions week, supported by agencies including platinum partners WE Communications, Hotwire and Clarity.

The event, Cannes Condensed, will involve the creation of a “news studio” – likely to be based on the south coast of the UK in Brighton, restrictions permitting – with in-person socially-distanced panel sessions and a small “live studio audience” made up of event partners. The entire event will be streamed live, and free, for the global PR industry.

As well covering various themes around creativity – such as neurodiversity, inclusion, sustainability and purpose, culture and brands in a post-Covid world – the broadcast will feature on-to-one interviews, including down the line with speakers from North America and Asia-Pacific.

Cannes Condensed will also feature regular elements of PRovoke and ICCO’s activity in Cannes, including the annual PR Jury Insights panel session – Weber Shandwick’s president and CEO Gail Heimann is this year’s PR jury president – and the CEO Roundtable for network agency leaders, chaired by Paul Holmes and Arun Sudhaman.

Cannes Condensed – which is not an official affiliate of the Cannes Lions International Festival of Creativity –  will take place on 24 June. The new hybrid model will also provide a testing ground and template for future PRovoke events around the world.

PRovoke EMEA editor Maja Pawinska Sims said: “We had already planned to significantly elevate our presence at Cannes – and that of the global PR and communications industry – before the pandemic struck. I think we’re all itching to cautiously get back in a room together, and after a pause last summer, we’re incredibly excited to once again be leading the way with an innovative approach that we’re sure will create real buzz and prove to be a benchmark for a new era of hybrid events.”

ICCO deputy chief executive Rob Morbin said: “ICCO been a partner of Cannes Lions as the sponsor of Young PR Lions for almost a decade, each time adapting and evolving how we support members to ensure PR agencies are strongly represented, both among the awards winners, and at the festival. Our partnership with PRovoke forms the voice of PR at Cannes, and enables our members to continue engaging in the celebration of ideas, excitement and creative insight that only Cannes can offer.”

The day will showcase the winners of the Young PR Lions competition, which is being run, judged and awarded virtually this year. Morbin added: “It’s a truly international competition that is vital in nurturing a new generation of creative PR talent. The advantage of a digital competition means we are expecting more countries to compete than ever before.”

For more information about how to get involved with Cannes Condensed, please contact Maja Pawinska Sims.