GLOBAL – LONDON, UK, OCTOBER 27, 2010 – The inaugural Cannes Creative Effectiveness Lions will be handed out at the 58th Cannes Lions International Advertising Festival in 2011.
The award will honor creativity with measurable and proven impact on a client’s business in terms of consumer behavior, brand equity, sales, and where identifiable, profit.
While Creative Effectiveness is a separate category, only entries that were either shortlisted or Lion winners, across all categories at Cannes Lions in 2010 will be eligible to enter into Creative Effectiveness Lions 2011.
The criteria for entries in the Cannes Creative Effectiveness category are Strategy (25%), Idea (25%) and Results (50%). The entries will be judged as one section, with no sub-categories, and the awards will be Grand Prix and Creative Effectiveness Lions, with no Gold, Silver or Bronze, as in the regular categories. The winners will be announced in Cannes on the last day of the festival, June 25, 2011, alongside the Film, Film Craft, Titanium and Integrated Lions winners.
Featival chairman Terry Savage commented, "With the introduction of the Cannes Creative Effectiveness awards we aim to establish a direct correlation between creativity and effectiveness. Cannes Lions has always been, and always will be, a Festival of Creativity. However now more than ever, ROI is paramount to the client and it is important that we acknowledge and reward this but without losing the essence of Cannes Lions."
The Cannes Creative Effectiveness Lions competition will open on November 4, 2010 and close on March 4, 2011. Informationon submission will be available from November 4, 2010 at www.canneslions.com.
