Much has been discussed about the 25% dip in entries this year at the Cannes Lions International Festival of Creativity.  The 25% entry dip took the total entry count to 20,050. A decade ago, the count was 43,101. 

However, according to Simon Cook, chief executive officer, Lions, this year's dip was in line with the festival's expectations.

Speaking with Manifest, Cook said, “This year we introduced enhanced ‘integrity standards’ to reflect the industry's evolution and preserve the integrity that makes the Cannes Lions global benchmark meaningful, enduring, and world-class - particularly in light of rapid technology developments. The 2026 Awards submission volumes were in line with our expectations following the introduction of the strengthened standards we developed in close collaboration with our international community. These standards are not designed to restrict creativity, but to fortify it so that we can ensure breakthrough work gets the recognition it deserves.

On India’s poor performance, Cook said it cannot be attributed to any one reason.

“It really comes down to the juries’ deliberations and conversations, and how they curated the winning body of work. The integrity standards are anchored in ownership and authorship, which means requesting proof of impact at the point of entry, entrants agreeing to an entrant code of conduct, as well as declarations from the CEOs of entrant companies and CMOs of the brands confirming that all information included is factually accurate. We want our juries to be able to take every stat and fact at face value, so that they can focus on recognising and awarding the very best work in the world. So, although the integrity standards impacted the actual entries, it is unlikely that this has influenced win conversions.”

A lot of attendees from the traditional creative networks stated that there is a growing focus on technology, with creativity put on the back burner.

Cook dismissed those claims.

“We purposefully ensure that the Lions Awards remain at the core of Cannes Lions. They underpin everything that the Festival does. In Cannes, the Palais remains the beating heart of the festival. As the home of the Lions Awards, it’s such an important touchpoint, and a place to completely immerse yourself in the world’s most excellent, effective and inspiring work - with dedicated Awards Shows and physical exhibitions catalysing creativity and inspiration,” he stated.

However, he did accept that the festival has received feedback that it has become ‘too big’.

Stating why it has, he said, “This growth – both in terms of scale and breadth – is a response to the industry's need for evidence, empowerment, and strategic forums that help navigate complexity while making the case for creativity as a growth driver. To keep the festival focused and valuable, we’re creating more paths to entry and create more sector-specific hubs, so that everyone there can navigate and use it in a way that is perfect for their needs.”

This article first appeared in the August issue of Manifest, which can be purchased here.

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