Outshone this year in the global hype stakes by the concurrent World Cup soccer tournament, the 53rd annual Cannes Lions International Advertising Festival kicked-off Monday with wins by the USA and Belgium.

Scoring for the former in the Promo Lions - the newest Cannes category - was Miami agency Crispin Porter + Bogusky which won the Grand Prix for its multifaceted Fast promotion to introduce the new Volkswagen GTI.

Quoth Promo jury referee Lor Gold, evp at Draft Chicago: "Promotional marketing has to be more brand driven than it used to be. But you're still promoting a product over a period of time in which the results [sales] have to be clear."

The other victorious team, Brussels-based agency I DO, snatched the Lions Direct Grand Prix with a midfield burst of creativity combined with measurable results. The shop gained its gong for a low-cost retirement plan campaign for financial services brand De Tijd which achieved a 24% spike in sales of the plan.

"Direct marketing has gone from a reliance on data and (sales) fulfillment to a swing toward a creative renaissance," ruled Direct category referee Steve Harrison, worldwide creative director, Wunderman. "But we don't forget about the rigors of data and results."

Data sourced from USA Today Online; additional content by WARC staff