In all, 13 entries have made it to the Creative Effectiveness Lions shortlist. Of this, only one entry from India – Plan-T that Creativeland Asia had executed for Hippo, is in the shortlist
Indian agencies had sent only two entries in the category this year; last year, this number was at seven.
It may be recalled that Plan-T of Hippo has won on various forums including a Gold at Cannes Lions last year and a FAB Award earlier this year.
David Jones, Global Chief Executive Officer, Havas and Euro RSCG is the Jury President for the category while Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro is the Indian Jury Member.
Launched last year, the Creative Effectiveness Lions honours creativity that has shown a measurable and proven impact on an advertiser’s business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.
Only entries that were either shortlisted or were Lion winners, across all categories at Cannes Lions 2011 were eligible to enter into this category as these have already been judged and established as being creatively world-class.
PricewaterhouseCoopers has reviewed each entry for the Cannes Creative Effectiveness Lions and checked that claims made are supported by appropriate data.