Cannes to introduce Effectiveness Lions in 2011 – aim to establish a direct correlation between world-class creativity and effectiveness
The organisers of the 58th Cannes Lions International Advertising Festival have launched the Cannes Creative Effectiveness Lions in 2011.
Creative Effectiveness Lions will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that effects consumer behaviour, brand equity, sales, and where identifiable, profit.
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, as these will have already been judged and established as being creatively world-class by the 2010 Cannes Lions juries. The success, therefore, of an entry in the Cannes Creative Effectiveness category will endorse the effectiveness of that creative excellence.
Entries in the Cannes Creative Effectiveness category will be rewarded for Strategy (25%), Idea (25%) and Results (50%). The entries will be judged as one section, with no categories, and the awards will be Grand Prix and Creative Effectiveness Lions (no Gold, Silver or Bronze). The winners will be honoured in Cannes on Saturday 25th of June 2011 alongside the Film, Film Craft, Titanium and Integrated Lions winners.
Commenting on the new category launch, Australia’s Terry Savage (left), festival chairman, said: “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.”
Entries for the new Cannes Creative Effectiveness Lions competition open on 4 November 2010 and close on 4 March 2011. The data of all entries will be checked by the external auditors PricewaterhouseCoopers.
Further information regarding this new category and how to submit entries will be available from 4 November 2010 at www.canneslions.com
6 Comments
Now that’s a brilliant idea, and possibly an effective one. Current effectiveness awards are seen as rewarding dull, sound but effective work, but rejudging work that’s already been recognised for its creativity is a breakthrough.
But creatives have been telling me for years that great creative work IS more effective.
So, why the need?
Wow, way to move with the times Cannes.
Why not just add an effective section on the entry form to the relevant existing categories, like DM for instance? In fact, a category like DM (and Promo for that matter) should always evaluate campaign results.
But no, better Cannes just invents a whole new category for us all to waste our money on, eh?
Stupid.
Who’d enter Cannes to be judged for effectiveness
Fair point.
This idea is rediculous.
How do they prove the results that are being submitted?
Cannes should be taking all those Ginornous profits and be providing case studies for Gold silver and bronze winners that are audited and provide it as part of their cost packages. Available to download on their site. NOT creating another award to rape the industry of more money.
We’re getting to the point where agency profits are going down the toilet. Money that would be better spent on payrises. Come on Cannes, pull your fucking finger out and deliver tools that actually help your cause and not just line your pockets. You’re turning out to be greedy greedy bastards.
Shameful.