As the Cannes Lions International Festival of Creativity kicks off today, the growing value attached to creative effectiveness is evident in the 34% increase in entries to the Creative Effectiveness Lions, the only global benchmark of the measurable impact of creativity.

“The continued rise of entries in the Creative Effectiveness Lions indicates the importance of benchmarking the value of creativity in the boardroom, for clients and agencies,” said Simon Cook, Managing Director of Cannes Lions.

“Creative Effectiveness isn’t only focused on business growth, but how Lions-winning work can positively impact culture and define brand purpose in the long-term,” he continued.

The Festival announced a total of 30,953 entries in all categories, originating from 89 countries, including 848 for the Creative Strategy Lions, which recognise strategists and planners within their own defined specialism for the first time.

The Crisis in Creative Effectiveness and The Future of Strategy are among the sessions WARC is running on Wednesday in Cannes – you can read the full programme and register for individual sessions here: WARC in Cannes.

You can also download the WARC White Paper, Anatomy of Marketing Effectiveness, which highlights five priorities for brands who want to improve the impact of their ads.
Cannes Lions said it had adapted its awards architecture in response to the evolution in creative and effective excellence across today’s industry. Alongside that there has been a refocus, explained chairman Philip Thomas.

“The industry is concentrating on the absolute quality of their entries,” he said, “allowing everyone in the marketing and advertising community, and particularly brands, to benchmark their output against the world’s very best.”

Cook added: “The definition of creativity is evolving alongside the industry. The reframing of the awards in 2018 resulted in distinct, discipline-specific pieces of work winning Lions in their respective tracks.”

“As the industry continues to shift, we look forward to seeing how these emerging creative disciplines and specialisms create new impact for clients.”

Sourced from Cannes Lions; additional content by WARC staff