Cannes Lions new Creative Effectiveness category attracts 142 entries

Cannes Lions, one of the world's largest celebrations of creativity in communications and one of the most prestigious international annual advertising and communications awards, has launched Creative Effectiveness Lions honouring creativity that has shown a measurable and proven impact on a client's business - creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.

Complementing the existing categories judged at the festival - Cyber, Design, Direct, Film, Film Craft, Media, Outdoor, PR, Press, Promo & Activation, Radio and Titanium & Integrated - Creative Effectiveness entries will be rewarded for strategy (25%), idea (25%) and results (50%).

World class

All 142 entries submitted, which were either shortlisted or Lion winners in 2010 and therefore have already been established as being creatively world-class, have been reviewed by PricewaterhouseCoopers. They will now be judged by a 20-stong jury line up of both senior agency professionals and clients from around the world, chaired by Jean-Marie Dru, chairman of TBWA Worldwide. The winners will be announced in Cannes on Saturday 25 June 2011 alongside the Film, Film Craft, Titanium and Integrated Lions winners.

Important dates

Delegate registration: Open
Entries: Closed
Festival dates: 19-25 June 2011

Cannes Creative Effectiveness Lions 2011

To register to attend the 58th Cannes Lions International Festival of Creativity, go to www.canneslions.com