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...