The Cannes International Advertising Festival will next year extend its remit to cover marketing services alongside the present mix of TV, press, poster, internet and media awards, announced Festival ceo, Romain Hatchuel.

But some of the those currently recovering from the week-long bash, which concluded last weekend, were not over-enamored with the idea and prefer to focus on campaign integration.

Said chairman and chief creative officer of Leo Burnett North America, Chicago, Cheryl Berman: “I think it's really important to have an award for integration. I wouldn't make it any more complicated than integrated media."

Keith Reinhard, ceo of DDB agreed: “Anything we can do to unlock from our obsession with TV would be good. When 80% of homes have TiVo, we're going to have to reach people in all ways. Eventually -- long after I'm gone -- there will be just one award, for the most creative brand experience.”

News source: Advertising Age - Daily Deadline