Cannes Creative Effectiveness Lions: An analysis of entries to the 2013 awards

This analysis of the Cannes Creative Effectiveness Lions 2013 highlights key trends in campaign objectives, media budgets and channels used, with particular focus on what separated the shortlisted campaigns from other entrants.
Key findings: the most popular campaign objectives were building brand equity, increasing sales and increasing awareness; small budgets were most common, but large-budget campaigns were more likely to be shortlisted; shortlisted entries typically employed more channels; social media was the most popular media channel; and traditional channels, in particular television and outdoor, were still a key feature of shortlisted campaigns, but often amplified by other earned channels. The analysis also includes a showcase of the winning cases, judges' comments on the best and other entries and a breakdown of entries by geography and client sector....

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