Earlier in the week, Hill & Knowlton CEO and Cannes Lions 2010 PR jury president Paul Taaffe called on the festival organisers to change its name to recognise the wide variety of marketing disciplines represented.
So we've been asking all our interviewees this week that exact same question. For this special edition of Cannes Eye TV, we've assembled all those responses together.
What do you think? Leave a comment below and let us know.