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NEW YORK 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.”
The Media Lions, first introduced in 1999 to honor media strategy, planning and execution, this year will be determined using three criteria: strategy, 35 percent; creative execution, 30 percent; and results and effectiveness, 35 percent.
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