For two decades, Canada’s Young Lions have formed teams of two and tackled a brief for a selected not-for-profit within an astounding 24- or 48-hour sprint. In the process, they’ve accumulated an impressive global record, earning 18 medals to date. The Globe and Mail proudly hosts the annual competition, and in 2025, they were proud to introduce two new categories: Public Relations and Design. As the Canadian Competition Representative, The Globe also covers registration fees, delegate passes, flights, and accommodations for the winning Gold teams to compete in the global competition in Cannes, France.
To bring the community together, last week, The Globe and Mail and Edelman Canada hosted a PR Breakfast for prospective Young Lions participants and PR professionals. This event was part of Young Lions Canada Collective, a new community program led by The Globe and Mail that supports the growth, mentorship, and creative ambition of emerging talent. With registration for the 2026 Canadian Young Lions competition ending on February 8th, the event was centred on giving PR category hopefuls tips for success and an insider’s look at the competition.
In his opening comments, Marcin Zerek, Head of Trade Marketing at The Globe and Mail, emphasized Canada’s position on the world stage, having ranked third in all-time Young Lions wins, and Scott Evans, Interim CEO of Edelman Canada, spoke to the incredible learning opportunity for Canadian talent who participate in the competition.
The morning kicked off with a Young Lions panel moderated by Jessica Savage, CEO of MSL/North, Publicis Group. The panelists were the 2025 Canadian Young Lions Gold-winning team from No Fixed Address, Cara von Ende, Account Supervisor, and Reagan Sullivan, Communications and Project Manager, as well as the Canadian Silver winners from Rethink PR, Patricia Vuckovic, PR Manager, and Sara Zivkovic, PR Coordinator.
Looking back on what drew them to the Young Lions competition, Patricia described it as a unique opportunity to be involved with every stage of a campaign. For Cara, the experience began with hesitation. As an Account Supervisor, she initially questioned whether a creative competition was the right fit. Ultimately, the competition pushed her to step outside her comfort zone and gain a deeper understanding of every role involved in bringing a campaign to life, something that has proved invaluable in her work.
And the benefits don’t stop there. Since Cannes, the No Fixed Address team’s leadership has increasingly sought their advice on awards, and they’ve gained a stronger voice in campaigns.
The Young Lions winners shared guidance on approaching the brief, highlighting both the challenges and the fun inherent within such an intense experience.
Patricia reflected on the freedom to take risks that “your clients usually wouldn’t let you take,” while Sara highlighted the value of trusting your gut and advised future competitors to “not be so precious” with their ideas.
As time ran out, the ability to make decisions became just as important as creativity. Reagan shared that in moments of doubt, fully committing to a course of action can be the best move, advising teams to “delusionally decide you love your idea.”
They shared their top tips, including:
- Find a universal truth as your throughline.
- If you can, make it personal.
- Keep it simple and understandable.
- Practice, practice, practice!
- Keep your humanness and connection front and centre.
Preparing for Young Lions: a juror’s perspective
Next to join the stage was former Cannes juror Anthony Chelvanathan, Global Creative Partner and CCO at Edelman Canada, alongside Edelman colleagues Marta Miklas, Senior Account Executive, Technology and Evan Wong, Account Manager, Digital. Together, they unpacked how jurors assess entries and what differentiates strong work from Gold-winning ideas.
Finding success “starts before the competition,” Anthony said, adding, “you have to get into the mindset.” He encouraged competitors to study past winners and develop their own understanding of what makes Gold work stand out. More often than not, he noted, it’s the simplest ideas that rise to the top.
That distinction isn’t always a rational one. “Sometimes when you judge the difference between Gold and Silver, it’s not when you’re using your brain. It’s a gut reaction,” he said. Developing that instinct comes from consistent exposure to brilliant creative.
Key strategies for future competitors:
- Find a partner who is fully committed.
- Create a schedule and stick to it, keeping in mind that the idea is the most important part.
- When receiving the brief, separate from your partner to explore different perspectives before coming back together. Then, repeat this process.
- Exhaust your ideas, then follow your gut, and commit to one.
- Eat well, sleep well, and get your body ready for the day you present.
- Remember that for an international jury, the idea must be universal and easy to understand.
In closing, Anthony emphasized that Young Lions is an exciting opportunity for personal and professional growth. The competition allows participants to see how they stack up against their peers, and can even help clarify where they belong within the industry.
His advice was simple: “Don’t be scared. Just do it.”
Don’t miss out on the career opportunity of a lifetime! Registration for the 2026 Young Lions competition closes Sunday, February 8, 2026 at 11:59 PM EST.
To register and learn more, visit: https://globeandmailyounglions.ca/
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Hashtag: #YoungLions2026
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