LONDON: Warc has been named as the official knowledge partner of the Cannes Creative Effectiveness Lions, a new category forming part of the Cannes Lions International Festival of Creativity.

Warc will support the Creative Effectiveness Lions, more details about which can be accessed here.

The awards seek to recognise big creative ideas that have delivered a measurable return on investment.

Entries for the Cannes Creative Effectiveness Lions are still open, and close on 4 March, 2011.

Only campaigns that were shortlisted or won a Lion at the Cannes Lions 2010 will be eligible to feature in the Creative Effectiveness Lions 2011, having already demonstrated their overall creative credentials.

All submissions will subsequently be published on

This includes material from the ARF Ogilvy Awards, US Effies and IPA Effectiveness Awards, alongside the Warc Prize, run for the first time in 2010, and forthcoming papers from the Warc Prize for Asian Strategy.

Rufus Olins, chief executive of Warc, said: "The Creative Effectiveness Lions will champion work that is proven to have produced excellent results, whether it be by increasing sales for a brand or by changing consumers' behaviour.

"The relationship between creativity and effectiveness has long been an area of expertise at Warc and we are pleased to be supporting Cannes' initiative."

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.

Philip Thomas, chief executive of Cannes Lions, said: "Cannes Lions is synonymous with creative excellence in global advertising and communications; however key now is the connection between creativity and effectiveness, above all for the client.

"With the introduction of the Creative Effectiveness Lions, we aim to establish a direct link and we look forward to sharing the outcome of the jury's decision with Warc."

Data sourced from Warc