Cheryl Berman, Titanium | Adweek Cheryl Berman, Titanium | Adweek
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Cheryl Berman, Titanium

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Chairman, Chief Creative Officer, Leo Burnett USA, Chicago

As a juror on the inaugural Titanium jury, Cheryl Berman knows she and her colleagues will be closely watched. As such, Berman says she hopes to steer the jury to consider not just creativity but results. "It's got to be tied to results in some way, shape or form," she says, continuing a theme she brought up during a speech at the Effies on June 7, when she called on the American Marketing Association to revamp judging criteria to focus on both effectiveness and creativity.

Having served on the film jury in 2000, Berman says she expects awards arising out of this session to be less humor-based and more about the overall idea. "You're really looking for a breakthrough idea that can travel across all different aspects of advertising," she says. "You want to award what the expression is." (Burnett has entered its Kellogg's Pop-Tarts, Cadillac Under-5 and two Altoids campaigns—one for gum and one for sours—in the category.)

After graduating from the University of Illinois with a degree in journalism, Berman, 52, has spent her entire 31-year career at the Chicago agency.

Currently chairman and U.S. chief creative officer, she's won numerous Lions for clients such as Hallmark, McDonald's and Disney. She notes, however, she's never won the Grand Prix, which she attributes in part to ideas, many of which are not humor-based, failing to translate across the many cultures represented at Cannes.

—Eleftheria Parpis