Entries from emerging markets help advertising awards recover to pre-recession levels
The Cannes Lions International Festival of Creativity has recorded the largest number of entries in its 58-year history, up 19% year on year to almost 30,000, with agencies stumping up as much as ?1,400 (�1,226) per entry.
Festival organisers have received 28,828 entries, with double-digit increases in 10 of the 13 award categories as agencies recovered after the recession.
The increase in entries was also fuelled by a surge in entries from emerging markets. Organisers said that there were "especially large increases" in entries from agencies in Hong Kong, Thailand, China, Vietnam and Indonesia.
Entries from Russia doubled year on year and there was a "significant increase" in entries from Latin American countries including Mexico, Argentina and Chile.
The US remains the country that submitted the most awards for this year, followed by Brazil, Germany, the UK and France.
Entering the Cannes Lions competition, widely considered to be the most prestigious advertising awards event in the world, can be an expensive business with individual agencies routinely spending tens of thousands of pounds on submissions.
To enter a TV commercial in the film category, arguably the blue riband category of the awards, costs ?768 for a UK-based companyor ?640 for non UK-based firms.
The invitation-only creative effectiveness Lion and the titanium and integrated Lion are the most expensive at ?1,422 per entry. The cheapest category is radio at ?290 for a non-UK company and ?348 for a UK-based agency.
Entry levels in 2009 and 2010 hovered between 23,000 and 24,000, well down on the pre-recession level of 28,284 in 2008.
"The record entries show that the industry is bouncing back from the financial crisis," said Philip Thomas, chief executive of the festival.
Guardian Media Group, which publishes MediaGuardian.co.uk, owns Cannes Lions through its joint ownership of Emap with Apax Partners.
GMG subsidiary Guardian News & Media is the official UK Cannes Lions representative.
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