The Cannes Lions International Festival of Creativity, which strives to award the best in marketing creativity, has created a new competition for ads that go beyond creativity and prove effective in moving product off the shelves.
The Creative Effectiveness competition has 142 entries (that were at least shortlisted for Lions at last year’s competition) from 33 countries in its inaugural year.
The Creative Effectiveness awards have the biggest client presence on a jury, with global marketers from the U.S., Europe and Asia, and a telecommunications exec from Brazil. Client judges include Chris Kempczinski, senior vice-president of meals and enhancers, Kraft Foods; Kenneth Hong, global communications director at LG Electronics; and Gary Raucher, VP- head of integrated marketing communications at Philips Consumer Lifestyle. From Brazil, Hugo Janeba is marketing and innovation executive VP at Vivo, the largest mobile-phone service provider in Brazil.
The 20-person jury will be headed by Jean-Marie Dru, chairman of TBWA Worldwide. According to the festival, results will count for 50% of the judging criteria, and the remaining 50% will be split evenly between strategy and idea. The festival said the new category honours creativity that affects consumer behavior, brand equity, sales and profit.
To read the full article in Advertising Age, click here.
