Cannes Lions 2011 has added a whole new category to its line of awards with the introduction of the ‘Creative Effectiveness Awards’ to corroborate creativity in its truest form. Jean-Marie Dru, Chairman, TBWA Worldwide, will chair the inaugural Creative Effectiveness Lions Jury at the 2011 Cannes Lions Festival.
It may be recalled that in June 2010 the organisers of Cannes Lions had announced that the event would be changing its strapline from ‘The International Advertising Festival’ to ‘The International Festival of Creativity’. The move reflects the transformation of Cannes Lions over the last few years from being a celebration of creative excellence in advertising to now reflecting creative excellence in all forms of communication.
The Creative Effectiveness Awards will recognise creativity that has impacted the client’s business by affecting the brand in terms of amplifying sales, profits and consumer behaviour towards the brand.
Commenting on the development, Philip Thomas, CEO of Cannes Lions, said, “We believe that the new Cannes Creative Effectiveness category, which will ascertain a direct connection between creativity and effectiveness, will become one of the most important awards to win in the industry, especially in the eyes of the client. In Jean-Marie, we have a hugely respected individual and I can think of no better person to take the helm of the inaugural jury and doubtless set the standard for future years.”
KV ‘Pops’ Sridhar, National Creative Director, Leo Burnett, remarked, “This is a scheme of growth for the Cannes Lions, since one of the ways of growth can be by adding more categories to it. The creatives were already there, but this category will add the sales and planning guys as well. It is a check on the effectiveness on the previous year’s campaigns. In a way it is remarkable as it validates creativity. Cannes can now be regarded as the festival of creativity. The category respects the basic motive of creating a campaign and acknowledging it; reaching out to the consumers and achieving the target. At the end, it is not about how big the campaign is, but about the effectiveness of the campaign.”
Rajiv Rao, NCD, Ogilvy & Mather, called the Creative Effectiveness Awards a great platform to celebrate the power of creativity in the marketplace. According to him, “It showcases the fact that great ideas give clients the much-needed edge. Great ideas win everywhere – marketplace and award shows. The aim is to do great work for clients, regardless of the month of the year.”
Jean-Marie, Chairman, TBWA Worldwide, who will lead the inaugural Creative Effectiveness Lions Jury at the 2011 Cannes Lions Festival, said, “A brand-changing idea is only as big as the success it creates. Historically, the biggest creative ideas have also been the hardest working and by nature, most effective. I am pleased to preside over the inaugural Creative Effectiveness Lions Jury at Cannes. We’ve always known the connection between effectiveness and creativity, and we now have the opportunity to show the world the work we create has tangible impact on our clients business.”
Cannes Lions to use ‘The International Festival of Creativity’ as new strapline