Are Cannes Lions Grand Prix-Winning Ads Effective? A Study Says No, Unless It's a Tide Ad

But Gold winners? They’re, er, gold

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CANNES, France—Congratulations, you’ve won a Grand Prix. But is it as effective with consumers as it is with an esteemed panel of creative superstars? A study gauging the effectiveness of Cannes Lions winners may temper the elation of those taking home the biggest prize out there—the Grand Prix—but Gold winners make an impact with consumers.

Predictive marketing firm System1 in London tested 75 Grand Prix and Gold Cannes Lions winners in the Film category from 2010 to 2018.

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