It’s that time again: the Dubai Lynx International Festival of Creativity has returned for its biggest year yet, and unlike a certain Oscar winner, nobody is going to be battling any bears in return for a trophy.
Yet with a record-breaking 2,542 entries this year, there’s no denying the competition is going to be fierce. It seems a bleak economic outlook has made agencies and brands even more anxious to add another flash of gold to their name rather than cut back on their entry fee budget. And this year’s new addition of a ‘creative effectiveness category’, to reward a previous winner with the best return on investment, suddenly couldn’t be more applicable than ever.
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