Cannes Lions 2013 has announced the shortlisted entries for the Creative Effectiveness category. No Indian entry has found a place amongst the 12 shortlisted entries. India had submitted just one entry in this category this year, as opposed to two entries last year.
Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather, is the Jury President for this category, while Sandeep Kaul, SBU Chief Executive - Personal Care, ITC is the Jury Member from India in the category this year. This year, the Creative Effectiveness Lions category received 120 entries from 33 countries, an increase of 30 per cent over last year.
The Creative Effectiveness Lions will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit. Only entries that were either shortlisted or Lion winners, across all categories at Cannes Lions 2012 were eligible to enter into this category as they 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 therein are supported by appropriate data and entries are internally consistent and mathematically accurate. Entries will be rewarded for strategy (25 per cent), Idea (25 per cent), and Results and Effectiveness (50 per cent). The entries will be judged as one with no categories.
The Creative Effectiveness Lions trophies will be presented during the Creative Effectiveness, Direct, PR and Promo & Activation Lions Awards Ceremony, which will take place on Monday, June 17, 2013.