Effects of design competitions in advertising world: Analyzing cannes lions international advertising festival

The research work aims to analyze the design competitions and their effects over agencies/brands/firms, creative designers/artists, juries and advertising world. Awarding is defined as a concept in design competitions, and benefits of awards are explained. Cannes Lions International Advertising Festival is examined as a global competition. In addition, the effects of Cannes Lions to Turkey?s advertising sector are explained, as the trendsetters and trendhunters are argued. Cannes Lions Young Creatives competition is compared with the Europrix Top Talent Award competition, their effects and rewards are explained. These researches proved that design competitions are not trendsetters, but, influential and essential for advertisement sector. In Turkey, creativeness should be rewarded more. Design competitions will be more important in the near future in advertising world. Finally, design competitions should be taken more seriously, and young creatives should be encouraged, as the creativeness will be more valuable in the near future.