Festival puts new focus on results for Lions

Effectiveness is going to play a greater role in determining winners at this year's Cannes, according to a look at the judging criteria. The change will take place in three categories: Media, Direct and Promo Lions.
  "It's a serious year," said Nick Brien, president and CEO of Mediabrands, and jury president of the Media Lions. "It's a year for demonstrating that we can drive the necessary blend of creativity and proven effectiveness.
  It's the reason why we changed the judging criteria and massively up-weighted the amount of importance we allocate towards the effectiveness and the ROI."