Who could pack five hundred adfolk into a dimly-lit auditorium at the post-prandial hour of 2.30pm on a sunny June Monday in Cannes?

J-Lo? Tom Cruise? The shade of David Ogilvy? No, non and nein! The hottest ticket in town was Bernard Glock, manager for global media and communication at Procter & Gamble.

Leading a P&G seminar on The Roles of Media and Creative in the Marketing Process, Glock -- together with Cliff Francis, executive creative director of P&G roster shop Saatchi & Saatchi -- pulled 'em into the Palais des Festivals in their droves.

The turnout for the event is a record for what effectively was day one of the 51st International Advertising Festival, aka the Cannes Lions Awards (although the formal opening was on Sunday).

It bodes well for the rest of the adfest, especially as its theme, voiced by P&G global chief marketing officer Jim Stengel, is "All work, no beach." There are 18,705 Lion hunters this year, entries hailing from the four quarters of the globe -- an alltime high and 14% up on last year.

The top ten countries by number of entries (percentages indicate increase/decrease on 2003) are …

USA 2,660 (+11.6%)
Brazil 1,978 (+65.0%)
Germany 1,722 (+15.9
UK 1,522 (+3.8%)
Spain 1,049 (-3.6%)
Japan 704 (+20%)
France 649 (+2.6%)
India 541 (+26%)
Canada 532 (+14.4%)
South Africa 529 (-0.3%)

Crowed festival chairman Roger Hatchuel: "Cannes has been transformed from a nice-to-attend event to a must-attend event."

Data sourced from: AdAge.com and USA Today; additional content by WARC staff