Promotional marketing, for long the Cinderella of the glitzy Cannes Lions International Advertising Festival, has received long overdue recognition as a creative discipline in its own right.

At next July's annual Côte d'Azur gongfest, a new category, Promo Lions, will be up for grabs complete with its own jury and jury president. It will embrace all forms of sales promotion, including retail marketing, environmental design, instore advertising and media.

According to London-headquartered Emap, the event's organiser, the jury will be looking to recognize creative ideas for work designed to achieve "immediate activation".

A further innovation will be the splitting of the press and outdoor jury into two separate judging panels, each with its own president. This will remove the anomaly of agencies submitting both print and outdoor executions of the same ad.

Additionally, the shop grabbing the most Media Lions will be garlanded 'Media Agency of the Year', bringing the media sector into line with AotY laurels for other disciplines.

Data sourced from AdAge (USA); additional content by WARC staff