Define a single, clear message. Stick to it. And then go deep

Don't say it all and nothing at all. It's our job at Cannes Lions to curate a holistic content programme that speaks to all of the hottest topics in the industry, so you don't need to. Focus on one thing, be clear about what you're saying or the issue you're trying to address and cover it in depth and with due diligence. What is the key message you want to be known for and for an audience member or journalist to walk away from your session thinking about? Define a single, clear message and stick to it. Dive as deep as you can into the topic. Don’t just skim the surface. Remember, if you have more session ideas/topics, you can enter multiple content submissions. But make sure each has a single message and clear purpose. As Apple's Tor Myhren once said on stage, “simple is hard”. But we know from the highest-rated sessions at Cannes Lions, it's well worth the effort.

What we’re looking for A key message that’s so clear and with such depth and expertise that an audience member will feel knowledgeable when they walk away. What we’re not looking for Ideas that have no clear direction – covering several topics and issues and answering none of them in depth. An audience member will walk out of the talk without a clear understanding of what they've just learnt or say it skimmed the surface.

Ask (and answer) the difficult questions. Provoke, challenge, incite

This could be your moment to step out on stage at Cannes Lions and speak to the world's best problem-solvers. And what do problem-solvers want? To be challenged! No one wants to hear what they already know. It's really as simple as that. Don't play it safe – be daring and be provocative. The best sessions at Cannes Lions ask and answer the questions you know everyone is dying to ask out loud. Find the contention. There's magic in the contention. Be provocative. There's creativity to be discovered in provocation. Disrupt. Challenge the audience to think differently. Incite. Find a way to move them in a way they haven't been before. If you're interviewing, ask the difficult questions. 'Love-ins' don't offer our audience any new insight or make them feel challenged. Before you hit send, review your submission, and if you feel challenged to present it, or you take a big gulp and start feeling a little cold sweat thinking, "oh no, we can't ask that" – keep going. You're heading in the right direction.

What we’re looking for A session that is truly challenging assumptions and offering new (and radical) ideas. It's not only asking but providing the answers to the really thorny questions. What we’re not looking for Ideas that are “playing it safe”.

All content must have DE&I at every level

At LIONS, all of our content has diversity, equity and inclusion as part of its core values. Demonstrate how your content idea amplifies and drives industry change. Consider the voices you’re centring and the difference they could make with the platform Cannes Lions provides. Before submitting, please ensure your session reflects the world at large. Does it speak to a global audience? Is your session inclusive? Could it offer a diversity of thought? Go beyond the industry: liaise with professionals from fields such as film, philosophy, art and music who are strongly connected with creativity and what the creative community cares about. Seek input from voices less heard from in the industry to provide a different perspective. Inspire. We won't move forward with any content submission that does not meet our values

What we’re looking for A submission that has deeply considered diversity, equity and inclusion – both in the selection of speakers to represent the content and in the core ideas and perspectives presented. What we’re not looking for Submissions rooted in Western-centric ideals and reinforcing stereotypes through a lack of representation and/or a lack of bringing in underrepresented voices, thoughts and perspectives.

Bring it to life. Be original in you in your format

Now that you've thought hard about what your key message is and who you want to share it, think about how you plan to bring it to life on stage. Panels often fail because they follow the same, dry format. So how can you innovate the format? Some find presentations can be too passive, while one-to-one interviews can turn into love-ins. What can you do to be different? A hint: it’s probably not a traditional panel discussion. People want to connect with what's happening on stage. Think about different ways you can practically involve your audience. Surprise us with your innovative thinking and think about going beyond a discussion format or a traditional keynote. We’d rather you come to us with a wild idea and a super experiential format we have to ask you to dial down, than dial it up. Dare to be bold. We dare ya!

What we’re looking for Originality and a splash of theatre. Innovate in the way you tell your story on stage. Bring a demo, introduce props, use some innovative audiovisual components. Something that gets people talking. What we’re not looking for Dull, overused formats with a panel of people that don’t bring anything new to the debate. If you’re doing an interview or panel, then prepare for it as much as you would a presentation with visuals to illustrate the points you’re making.