The Titanium Lion will be awarded by the four jury presidents, but it does not require a consensus vote, just a majority. It will be handed out every year to work in any category, as long as it is innovative in design, thinking, execution or sensibility, or in developing new forms of communication.
The award will be presented on the Saturday evening of the festival.
Roger Hatchuel, chairman of the festival, said: "The innovation of the Titanium Lion was suggested by Dan Wieden. When he made this suggestion, we were thrilled knowing that the trend of the industry was moving towards convergence and this innovation reflects that trend."
Yesterday, the Cannes Festival organisers said that the China Advertising Association had written to inform them that its 90-strong delegation would not be attending because of fears over the spread of SARS. The festival this year is likely to be a more subdued affair, as advertising agencies cut back on the lavish corporate hospitality that has characterised previous festivals.
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