The Creative Effectiveness Lions burden of proof: Guilty until proven innocent

Brent Nelsen, partner, svp/director of planning at Leo Burnett Canada, was a judge in the Creative Effectiveness category at the 2018 Cannes Lions, and can offer unique insights into how brands can succeed in this contest.

Marketers who want to contend for a Creative Effectiveness award at the Cannes Lions might benefit from thinking like a skeptic.

“I always think, in the [Creative] Effectiveness case … you're guilty until proven innocent,” explained Brent Nelsen, who serves as partner, svp/director of planning at Leo Burnett Canada, and was a member of the judging panel for the Creative Effectiveness category at the 2018 Cannes Lions International Festival of Creativity.

“I go into a case and assume that everyone is going to think, ‘I'm guilty, and now I have to prove my innocence, that I haven't manipulated anything.’”

Nelsen...

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