Cannes Lions introduces first Effectiveness Award

The ever-growing Cannes Lions ad film festival (or festival of creativity as we’re supposed to call it) is introducing an effectiveness award, judging last year’s winners and shortlisted entries against some rather vague performance criteria.

Here’s what they say:

The Cannes Lions International Festival of Creativity’s newest category launches this year with 142 entries from 33 countries, it has been announced.

The new entry section sits alongside the existing Cannes Lions categories but seeks to reward which has shown a measurable and proven impact on a client’s business – in short, creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.

In its first year, 142 pieces of work – all of which was either shortlisted or won a Lion in 2010 – has been entered. They will now be judged by a 20-stong jury line up of both senior agency professionals and clients from around the world, chaired by Jean-Marie Dru, Chairman of TBWA Worldwide. The winners will be announced in Cannes on Saturday 25 June 2011 alongside the Film, Film Craft, Titanium and Integrated Lions winners.

“We are delighted with the response to this new category as the number of entries has greatly surpassed what we were anticipating. These are complex entries to submit and judging will be tough, but no doubt those worthy of a Lion will be much admired and will set the bar for future years,” comments Terry Savage, Chairman of Cannes Lions.

Well it was bound to come although it’s to be hoped that the eventual winner actually reflects sales performance (or whatever) rather than just the best and most expensively produced submission.

Already this year it’s introduced a new award for most creative holding company, a contradiction in terms some would say.

Those Lions, there’s no stopping them.

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