CANNES: The deadline for the 2011 Cannes Creative Effectiveness Lions, a new category at the Cannes Lions International Festival of Creativity, expires tomorrow.

Warc will publish entries and winners from the Creative Effectiveness Lions, which seek to recognise creative ideas that have delivered a measurable return on investment.

Submissions can be from any category, but are restricted to campaigns that received an award at the Cannes Lions 2010, or made it on to the official shortlist.

More information about the Effectiveness Lions, including detailed criteria, is available here.

The introduction of the Creative Effectiveness Lions reflects the increasing importance of proving advertising payback among brand owners.

Entries must therefore emphasise the results generated as well as strategy and creativity.

Data sourced from Warc