What makes one marketing campaign stand out from all the rest? It’s that magic word – creativity.
So it’s great to see the industry ‘oscars’ are, for the first time this year, going to recognize and celebrate creativity in campaigns plus ROI in campaigns, which is bound to attract a greater share of clients to this global event than any time in the past.
The Cannes Lions Festival has introduced for 2011 the Cannes Creative Effectiveness category. These special awards will honor creativity which has shown a measurable and proven impact on a client’s business – creativity that effects consumer behavior, brand equity, sales and where possible, profit.
ROI + strategy + creativity are more important than ever – a thought echoed by Terry Savage, Festival Chairman, who says that ROI is paramount to the client these days, and that these new awards are designed to acknowledge and reward both this and creativity.
But the judges have their work cut out, there’s 142 entries from over 33 different countries to be judged, who are all eligible for the Creative Effectiveness category because they were either shortlisted or winners at the 2010 festival.
It’s fantastic that so many are entered in a category which finally recognizes the vital marketing relationship between creativity and effectiveness.