Cannes Creative Effectiveness Lions 2011 - An analysis of the winning entries

James Aitchison

This analysis piece looks at key trends in the 135 published entries to the Creative Effectiveness Lions, a new award category introduced at the 2011 Cannes Lions International Festival of Creativity, to honour creativity that has a measurable business impact.
The US and UK accounted for the most entries, and Europe was the most-represented region, followed by North America. Most entries were single-market campaigns, equally split between global and local brands, but global brands dominated the shortlist. The most common client sectors were government/non-profit, media and publishing, leisure and entertainment, food and retail. Most campaigns had small budgets, but larger budgets were prevalent among the shortlisted entries, which also tended to have "harder" objectives such as increasing sales, gaining customers and growing market share. Overall, TV was the most-used channel, followed by social media. Most winners were global brands running...

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