Steve Latham on the Cannes Academies

Tell us a little bit about the Lions Academy; when and why was it started and who is it aimed at?

Cannes is all about the best creative work. It’s also about learning. Seminars, forums, workshops, master classes and tech talks, plus exhibitions of all the entries – all providing delegates with inspiration and learning opportunities throughout the week.

Since 2010, the festival has begun launching unique, high-intensity learning programmes that take place in the heart of the Palais des Festivals. We offer ten carefully curated courses that are like no other professional development or creative skills training available. Drawing on the remarkable array of world-class creative talent congregating in Cannes, the programmes are career-boosting experiences for rising stars and senior leaders alike.

There are two types of academy, Young Lions Academies and Leadership Training.

What can attendees expect to gain from the Lions Academy and how can they enrol?

Attendees can expect a mind blowing week! The objective of each academy is to help delegates acquire the tools, best practices, and inspiration needed to create work worthy of Cannes Lions for their businesses.

Each programme has key learning objectives and the speakers we invite into the classroom, the work we see, the content we attend, is chosen with these goals in mind.

The Academy has backstage access to the world’s biggest festival of creativity, so nothing is off limits. Press conferences, speakers corners and tours of the jury room plus a direct route in to the world class talent presenting onstage and attending as delegates.

Who are the tutors across the different courses and how intensive are the courses?

The tutors are all former industry professionals so they have been there and done it. They were once in the place of those they now mentor so they are best placed to help each person take their career to the next level.

The courses are intense. Then of course there are the parties, galas and awards to attend to – it is an intensive week. 

The Cannes Lions has evolved in recent years from from an awards show to a creative learning event; how important has that change been?

The change has been important because we’ve seen new types of delegates attending; clients of course but also from the world of technology. Google, Facebook, Twitter, Microsoft are all here and that means we’ve new types of delegate to meet and hear from.

The launch of the Tech Talk programme and Innovation Lions last year has seen start-ups as well the major platforms put creative tech firmly on the Festival agenda. Of course creativity remains the focus of the festival and each academy has this at its core but now creativity is reaching in to more and more areas.

Are there any other upcoming changes to the festival which is increase its standing as a creative education event?

I think the biggest opportunity is promoting the value of the Lions Academies as learning programmes. For those responsible for developing talent in organisations or those wanting to be trained, Cannes Lions has a number of high value training solutions available.

Do you see the Lions Academy as potentially being something that lives outside of the festival as an educational programme of its own?

We do run academies at our regional events, Spikes Asia, Eurobest and Dubai Lynx but I can’t deny I’d like to bring the Cannes magic to a wider audience. We have some thoughts but nothing to announce yet.

Does the increasing rate of change within the industry - especially in technology terms - mean that education and, often, re-education is essential?

Definitely and that’s why our existing academies incorporate innovations in tech. This year the Young Marketers Academy has a digital panel and a session on wearables. Looking ahead, a Creative Technology Academy seems a likely addition in 2015, particularly in light of how Innovation Lions has taken off.

What are you most looking forward to about this year's festival?

Meeting friends new and old! I love being onsite and with everyone from the office; the atmosphere in Cannes is relaxed but of course focussed on work.

This is my ninth festival and seeing faces from the past is always pleasing, that’s the great thing about Cannes - networking is so easy.

Lastly, and essentially, who's your tip to win the World Cup?

Brazil surely?! A nation is ready to go wild and I can’t wait for it to start. One of the seminar holders is giving away a pair of tickets to the World Cup Final so I’m definitely entering that competition!