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

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