Mohammad Akrum Hossain, Co-Founder and Chief Creative Officer of POP5 and Founder of the Global Creative Foundation in Bangladesh, has called on the Cannes Lions International Festival of Creativity to introduce a country-based entry fee structure that makes the global creative awards more accessible to emerging markets.
In an open letter shared on LinkedIn, Hossain proposed that Cannes Lions adjust its entry fees to reflect the economic realities of different countries, with reduced rates for emerging markets and additional discounts or full waivers for eligible small agencies and independent creatives.
He argued that the current financial barriers prevent talented creatives from less affluent markets from competing on the global stage, despite the quality of their work.
“In countries like Bangladesh, talented creatives have big ideas but limited resources,” Hossain wrote, noting that agency revenues, client budgets and salaries are significantly lower than in many developed markets.
He added that some creatives are forced to sacrifice personal savings or sell personal assets to attend Cannes, while others cannot afford to submit their best work. “Why should the country we are born in determine our opportunity to compete?” he asked.
Hossain stressed that his proposal was not a call for preferential treatment or relaxed judging standards, but for a fairer financial structure that allows more creatives to participate.m“The creative standards must remain the same. Only the financial barriers should change,” he stated.
He called on Cannes Lions to implement the proposed model in 2027, supported by clear eligibility requirements and partnerships with global brands and industry stakeholders.
The proposal has drawn support from professionals across the international creative industry, with several commenters sharing similar concerns about the cost of participating in major advertising awards.
Ed Pank, Senior Vice President of Lions APAC, responded to the post, expressing interest in discussing the proposal with Hossain. “Thanks so much for the post. If you are open, I would love to organise a call to discuss,” Pank wrote.
Hossain welcomed the response, saying he was open to a constructive conversation about the challenges facing underrepresented countries and the support they need to access greater opportunities in the global creative industry.
Qamar Abbas, a CEO from Pakistan, also said he could relate to the concerns raised, explaining that the cost of attending the festival remained a major obstacle despite his efforts to encourage industry professionals and younger creatives to participate.
Similarly, Bo Opfer, a Cannes Lions award winner who now lives in Vietnam, highlighted the financial difficulties facing creatives in less affluent markets.
He noted that without the backing of a well-funded agency, attending the festival or entering its awards could be beyond the reach of many Vietnamese creatives.
Other industry professionals echoed concerns about smaller and independent agencies being unable to submit work that could otherwise compete internationally because of entry costs.
Hossain’s proposal raises broader questions about access, representation and competition within the global creative industry. While Cannes Lions attracts work from across the world, the cost of participation remains a concern for creatives and agencies operating in markets with limited financial resources.
For Hossain, the objective is to ensure that talent is not overlooked because of where it originates or the financial capacity of the agency behind it. “Talent is everywhere. Opportunity should be, too,” he concluded.
