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.
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, 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
