What is SAWA

SAWA is the Global Cinema Advertising Association – We are the global trade body of Cinema Advertising Companies and Associated Companies that supply services to the Cinema Advertising Industry.

The role of SAWA is to develop international standards and best practice for the Cinema medium and to improve communication between Cinema Advertising Companies around the world. This facilitates the easier buying of the Cinema medium for Advertisers and Agencies.

The Cinema advertising medium has always been uniquely positioned. High quality on screen image, excellent sound, highly targeted audience and a high rate of captivity of that audience. This has positioned Cinema advertising as a powerful albeit small medium in percentage terms of main media expenditure. Its size of main media expenditure is dictated by its finite reach in terms of the sought after audience it can deliver.

SAWA has been established for over 60 years and now represents the Cinema advertising medium in 35 countries with over 75 members. The membership body is made up of Cinema advertising companies who sell the medium of Cinema, research companies that analyse and collect data on behalf of the medium and technology companies who supply products and services to the business.

The Trade body is seen as very proactive one that continually builds the profile of the Cinema advertising medium through research, setting of standards and marketing initiatives. In 2005, SAWA set up the SAWA Digital Sub Committee. This brought together world leading technology companies and the Cinema advertising industry who pioneered the setting of standards and recommendations, as the Digital world became a reality for the medium. In 2009, SAWA released its 3rdedition of the standards and recommendations and to date many companies have adopted these principles when going Digital.

Our History: SAWA & Cannes Lions Inspiring Creativity on Cinema for over 60 years

Inspired & motivated by the first International Film Festival in Cannes; a group of Cinema advertising contractors who belonged to SAWA felt that the makers of advertising films should be similarly recognised and have their own show, so they established and held the first ‘International Advertising Film’ festival in 1954, not in Cannes but in Venice. The big prize was a lion trophy, inspired by the lion monument in Piazza San Marcos in Venice. The festival later moved to Cannes and is now renamed as the Cannes Lions International Festival of Creativity. Cannes Lions is the world’s greatest celebration of creative communications in all its forms. Each year in June, the whole creative industry gathers for over seven days to learn from the best and to celebrate the work that is being done to change the communications landscape. Each year is welcomes thousands of entries from over 90 countries. www.canneslions.com 

SAWA has offices in Sydney and London and can be reached by emailing the SAWA Secretariat, Cheryl Wannell via email cwannell@sawa.com