In 1996, China sent a delegation to participate in the First Cannes International Advertising Festival. However, it was the “Modern Advertising” magazine that first reported the festival in 1997, thus began the spreading of the festival at home.

From then on, the “Modern Advertise” magazine conveyed the situation on the festival, including the pomp of each festival, the award-winning works of each session and the developing trend of the global advertising.

From the initial introduction to Advertising Festival to gradually taking part in it and interacting with the advertising festival, "Modern Advertising" magazine does not only convey the change in the ideology of advertisers, but also display the change of China''s advertising industry in the world advertising.

In 1998, on theme of outdoing by innovation, the “Modern Advertising” magazine recorded the 45th Canner Advertising festival; firstly brought the concept of Creativity into China, thus changed thinking and ideas of Chinese advertisers.

In 2002 the 49th Cannes advertising festival, China firstly won the Television Advertising Award of the Cannes Advertising Festival. This did not only mean that the local Chinese advertising begin to receive international approval, but also set a newer and higher starting point for the development of China''s future development of television advertising.

In 2005, “Modern Advertising” magazine planned a report on theme of “Marketing Cannes”, leading people coming into the real Cannes. It showed that it was the successful marketing of Cannes that brings about the prosperous Creativityn. The interview of Terry Savage, CEO of the Cannes Advertising Festival, also reflected that the Cannes Advertising Festival itself was a successful marketing case.

Two years later, the two reports theme on “Innovative Cannes” and “Interacting with Cannes” of “Modern Advertising” magazine brought two brand new Cannes into China. In 2007, for the second time, the magazine interviewed Terry Savage, CEO of the Cannes Advertising Festival; he said that, Cannes Advertising Festival wanted interaction with Chinese advertising, because they needed different people discussing different cultures such as Chinese culture.

Thirty year’s development of advertising, together with decade of learning from Cannes, the Chinese advertising faces a new subversion. Chinese people will change their roles as student, passenger even tourist. They will introduce Chine to the world and integrate the Chinese Advertising into the global advertising.

Then, decade of brewing becomes fruitful. “Modern Advertising” magazine is responsible for the "Cannes Advertising Festival & Year of prosperous China", in July, 2008, “Modern Advertising” magazine will carry this festival out. On that time, the Chinese advertisers will show their abilities on this stage. Thus let the world know China and advertisements of China, and let China influent the world.