In its first foray into effectiveness awards, the Cannes Lions International Festival of Creativity will judge 142 entries from 33 countries in the new category, offering insight into which of last year's creative winners actually worked in the marketplace. To be eligible for a Creative Effectiveness award, entries had to be either shortlisted or a Lion winner at the 2010 festival.
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 VP-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, including four clients, 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 honors creativity that affects consumer behavior, brand equity, sales and profit.
The U.S. accounts for by far the most entries, with 27 of the 142 total submissions, followed by the U.K., with 17. Germany has nine entries in the Creative Effectiveness category, Australia provided eight, and India and Brazil entered seven campaigns each.