cannesawardsanalysis final tr

8/3/2019 CannesAwardsAnalysis Final Tr

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Cannes Creative Effectiveness Lions 2011

An analysis of the published entries

James Aitchison, Managing Editor, warc.com

September 2011


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Background

About the Cannes Creative Effectiveness Lions

The Creative Effectiveness Lions were established as a new award category for the2011 Cannes Lions International Festival of Creativity, to honour creativity that has ameasurable business impact.

Only winning or shortlisted entries from the 2010 festival were eligible to enter theCreative Effectiveness Lions in 2011. These were judged on their strategy (25%),idea (25%) and results (50%).

From a total of 142 entries, ten cases were shortlisted and six won CreativeEffectiveness Lions. Of this last group, one was awarded the Grand Prix.

About this analysis

Entries were received from 33 countries. 135 entries were published on warc.com.

This analysis focuses on the 135 entries published on warc.com, to establish trends

in geography, client sector, brand type, budget, marketing objectives and media.

www.warc.com
http://www.warc.com/trialcanneshttp://www.warc.com/trialcannes


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Geography: The US and UK accounted for the most entries. Europe wasthe most-represented region, followed by North America.

Global v local: Most entries were single-market campaigns, equally splitbetween global and local brands. But global brands dominated the shortlist.

Client sectors: Entries spanned 16 sectors, led by Government and Non-Profit, Media and Publishing, Leisure and Entertainment, Food and Retail.

Budget: Small-budget campaigns were most common overall, but larger

budgets were prevalent among the shortlisted entries.

Objectives: Shortlisted entries tended to have harder objectives such asincreasing sales, gaining customers and growing market share.

Media channels: TV was the most-used channel, followed by social media.

PR, OOH and experiential marketing followed.

Executive summary

www.warc.com


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Grand Prix winner: Walkers (PepsiCo, UK).

Lions winners: Gillette Mach3 (P&G, India), McDonalds (UK), Old Spice(P&G, US), The Pacific (TVNZ, New Zealand) and Snickers (Mars, UK).

UK success: Three winners were from the UK, reflecting UK agenciesexperience of demonstrating effectiveness for the rigorous IPA Awards.

Global brands: Most winners were for global brands running campaigns inlocal markets, suggesting engagement comes from a local approach.

What it takes to win: The strongest entries particularly the winning andshortlisted entries focused on provingtheir effectiveness with supportingresearch and data.

Executive summary (continued)

www.warc.com
http://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611fhttp://www.warc.com/Content/Documents/A94431_Pamp;amp;G_Gillette_Mach3_W.A.L.S._-_Women_Against_Lazy_Stubble.content?ID=e04be96e-af48-4bdc-9dea-7ec0193b1f92http://www.warc.com/Content/Documents/A94433_McDonaldamp;39;s_Thereamp;39;s_a_McDonaldamp;39;s_for_everyone.content?ID=58d119b3-cba8-42df-9cd2-3062cb56281fhttp://www.warc.com/Content/Documents/A94453_Old_Spice_Body_Wash_The_man_your_man_could_smell_like.content?ID=ed54c6a4-f778-4e20-a18b-88018c6e5c25http://www.warc.com/Content/Documents/A94395_TVNZ_The_Pacific.content?ID=1c032e43-d6d9-4a33-8cfe-d5719c4ebc90http://www.warc.com/Content/Documents/A94455_Mars_Snickers_Youamp;39;re_not_you_when_youamp;39;re_hungry.content?ID=176f23c6-7c38-44a4-9dff-bdfedabb0593http://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94455_Mars_Snickers_Youamp;39;re_not_you_when_youamp;39;re_hungry.content?ID=176f23c6-7c38-44a4-9dff-bdfedabb0593http://www.warc.com/Content/Documents/A94395_TVNZ_The_Pacific.content?ID=1c032e43-d6d9-4a33-8cfe-d5719c4ebc90http://www.warc.com/Content/Documents/A94453_Old_Spice_Body_Wash_The_man_your_man_could_smell_like.content?ID=ed54c6a4-f778-4e20-a18b-88018c6e5c25http://www.warc.com/Content/Documents/A94433_McDonaldamp;39;s_Thereamp;39;s_a_McDonaldamp;39;s_for_everyone.content?ID=58d119b3-cba8-42df-9cd2-3062cb56281fhttp://www.warc.com/Content/Documents/A94431_Pamp;amp;G_Gillette_Mach3_W.A.L.S._-_Women_Against_Lazy_Stubble.content?ID=e04be96e-af48-4bdc-9dea-7ec0193b1f92http://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611f


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The US was the most popular market in which campaigns ran (24), followed byUK (15), Germany (10) and Brazil (7).

By region, 69 campaigns ran in European markets, followed by North America(25), Asia (22), South America (13), Aus/NZ (11) and MEA (9).

Single-market campaigns dominated the entries: fewer than ten entries wereexplicitly multiple-market campaigns and these were generally European(examples: Toshiba, T-Mobile, Perrier).

But online and social channels meant that nominally single-market campaignsoften went beyond their original borders (examples: VW Scirocco (UK), Evian(France) and Starbucks (US)).

Of the shortlisted entries (detailed on slides 12 and 13), four came from NorthAmerica, three from Europe and one each from Asia and Aus/NZ.

Geographic spread

www.warc.com
http://www.warc.com/Content/Documents/A94493_Toshiba_Laptops_Space_Chair.content?CID=A94493&ID=08a4f5a5-7a3f-423f-a77e-b3326ea65e86http://www.warc.com/Content/Documents/A94472_TMobile_Singalong.content?CID=A94472&ID=497ed344-ce07-4a1f-b03d-87f03d6d05e7http://www.warc.com/Content/Documents/A94482_Nestle_Waters_Perrier__Melting.content?CID=A94482&ID=7f32c0dd-da3f-42fd-a9cb-8ed90b291630http://www.warc.com/Content/Documents/A94509_Volkswagen_UK_Top_Gear_Scirocco.content?CID=A94509&ID=8fff8ca9-0044-4bde-b7ac-777219c5d8bfhttp://www.warc.com/Content/Documents/A94516_Evian_Rollerbabies.content?CID=A94516&ID=8f7deeed-45ae-475c-b674-4409ae685810http://www.warc.com/Content/Documents/A94456_Starbucks_26_(Red)_Starbucks_Love_Project.content?CID=A94456&ID=4e93621a-8310-4cc5-ab01-9da5d2b9d977http://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94456_Starbucks_26_(Red)_Starbucks_Love_Project.content?CID=A94456&ID=4e93621a-8310-4cc5-ab01-9da5d2b9d977http://www.warc.com/Content/Documents/A94516_Evian_Rollerbabies.content?CID=A94516&ID=8f7deeed-45ae-475c-b674-4409ae685810http://www.warc.com/Content/Documents/A94509_Volkswagen_UK_Top_Gear_Scirocco.content?CID=A94509&ID=8fff8ca9-0044-4bde-b7ac-777219c5d8bfhttp://www.warc.com/Content/Documents/A94482_Nestle_Waters_Perrier__Melting.content?CID=A94482&ID=7f32c0dd-da3f-42fd-a9cb-8ed90b291630http://www.warc.com/Content/Documents/A94472_TMobile_Singalong.content?CID=A94472&ID=497ed344-ce07-4a1f-b03d-87f03d6d05e7http://www.warc.com/Content/Documents/A94493_Toshiba_Laptops_Space_Chair.content?CID=A94493&ID=08a4f5a5-7a3f-423f-a77e-b3326ea65e86


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Geographic spread (continued)

Entries by region No. ofentries*

Europe 69

North America 25

Asia 22

Central & South America 13

Australia & New Zealand 11

Middle East & Africa 9

* Figures refer to the number of entries that included marketing activity in that territory

Top 10 markets No. ofentries*

USA 24

United Kingdom 15

Germany 10

Brazil 7

Spain 7

France 7

Australia 7

India 6

Sweden 5

South Africa 4

www.warc.com


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Entries spanned 16 different industry sectors, led by Government and Non-Profit (31 entries), then Media and Publishing (16), Leisure andEntertainment (15), Food (10) and Retail (9).

Of the 31 entries from the Government and Non-Profit sector, 18 camefrom charitable organisations and 10 from governmental and public healthbodies.

Within the Media and Publishing sector, 10 of the 18 entries were for TVservices, channels or programmes.

Leisure and Entertainment had no clear sub-category leaders, but the 10Food entries were dominated by Confectionery (4) and Savoury Snacks (3).

Among the shortlisted entries, Toiletries and Cosmetics were mostrepresented with three brands, followed by Food with two.

Client sector breakdown

www.warc.com


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Client sector breakdown (continued)

0.0

5.0

10.0

15.0

20.0

25.0

Case study coverage by client category (%)

www.warc.com


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There was a near-equal balance of entries from international brands (69) and localbrands (66). However, 9 of the 10 shortlisted entries were from global brands.

Of all the global brands, multiple entries included Canon, IKEA, Unilever and VW.

Types of brand

Globalbrands

51%

Local

brands

49%

All entries: global v local

Global

brands

90%

Local

brands

10%

Shortlist: global v local

www.warc.com
http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294799023&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329&qr=http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294798789&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329&qr=http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?ContentID=1329&AIDS=A94417,A94451,A94495http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294799168&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329http://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294799168&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?ContentID=1329&AIDS=A94417,A94451,A94495http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294798789&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329&qr=http://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?q=&Area=CaseStudies&Page=&Tab=&DVals=4294741818-4294799023&SourceOR=&DRange=2011-2011&Filter=&ContentID=1329&qr=


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Small-budget campaigns (up to USD 500k) dominated the entries overall.But among the shortlisted entries higher budgets were more common, withcampaign budgets of USD 10-20m accounting for half of the entries.

Breakdown by budget size

63

8

11

6

3

84

Total no. of entries*

Up to 500k

500k - 1 million

1 - 3 million

3 - 5 million

5 - 10 million

10 - 20 million

Over 20 million*Budget data only available for 103 entries

Up to 500k,2

1 - 3 million,1

10 - 20million, 4

Over 20million, 1

Shortlisted entries*

*Budget data only available for 8 entries

Budget (USD)

www.warc.com


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Overall, entries had an average of 2.5 campaign objectives. Theshortlisted entries averaged 3.7 objectives.

The two groups of entries shared four of their top five objectives. Butharder objectives such as increasing sales, gaining customers andgrowing market share were more prevalent among the shortlisted entries.

Marketing objectives

Top 5 objectives (total entries) %

Increase awareness 40

Increase sales/volume 38

Build/defend brand position 33

Gain new customers 24

Social and non-profit objectives 20

Top 5 objectives (shortlist) %

Increase sales/volume 78

Build/defend brand position 44

Gain new customers 33

Increase market share 33

Increase awareness 33

www.warc.com


12/20

Taken as a whole, entries used an average of 5.1 media channels. Thisfigure rose to 6.2 for the shortlisted entries.

TVs continued importance is reflected by its presence in the media mixof 55% of entries - and in all but one of the nine shortlisted entries.

Social media marketing featured in 50% of the entries and advertiser-owned microsites were used in 47% of the entries.

PR was used by 30% of entries overall. By contrast, two thirds of

shortlisted entries contained a PR element.

OOH was utilised by 35% of entries and four of the shortlist, whilstevents and experiential was used by 30% of entries and, again, four ofthe shortlist.

Media channels

www.warc.com


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Media channels (continued)

Top 10 channels (total entries) %

Television 55

Social media 50

Internet (microsites/widgets) 47

Outdoor, OOH 35

Events and experiential 30

Internet display 30

Public relations 30

Online video 24

Word-of-mouth, viral 22

Radio 19

Top 10 channels (shortlist) %

Television 89

Public relations 67

Social media 56

Outdoor, OOH 44

Events and experiential 44

Internet display 44

Online video 44

Cinema 33

Direct marketing 33

Point of purchase, in-store 33

www.warc.com


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The Grand Prix andCreative Effectiveness Lion Winners

From the shortlisted entries, a Grand Prix and five CreativeEffectiveness Lion winners were chosen:

Grand Prix: Walkers (PepsiCo, UK).

Lions winners: Gillette Mach3 (P&G, India), McDonalds (UK),Old Spice (P&G, US), The Pacific (TVNZ, New Zealand) andSnickers (Mars, UK).

Three winning entries were from the UK, perhaps reflecting UKagencies experience in demonstrating effectiveness for therigorous and long-running IPA Effectiveness Awards.

All but one winner (The Pacific, TVNZ) were for global brandsrunning campaigns in local markets. This reinforces theconclusion drawn by an analysis of entries to the 2011 WarcPrize for Asian Strategy: to engage consumers, campaignsshould take a local, culturally-specific approach.

www.warc.com
http://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611fhttp://www.warc.com/Content/Documents/A94431_Pamp;amp;G_Gillette_Mach3_W.A.L.S._-_Women_Against_Lazy_Stubble.content?ID=e04be96e-af48-4bdc-9dea-7ec0193b1f92http://www.warc.com/Content/Documents/A94433_McDonaldamp;39;s_Thereamp;39;s_a_McDonaldamp;39;s_for_everyone.content?ID=58d119b3-cba8-42df-9cd2-3062cb56281fhttp://www.warc.com/Content/Documents/A94453_Old_Spice_Body_Wash_The_man_your_man_could_smell_like.content?ID=ed54c6a4-f778-4e20-a18b-88018c6e5c25http://www.warc.com/Content/Documents/A94395_TVNZ_The_Pacific.content?ID=1c032e43-d6d9-4a33-8cfe-d5719c4ebc90http://www.warc.com/Content/Documents/A94455_Mars_Snickers_Youamp;39;re_not_you_when_youamp;39;re_hungry.content?ID=176f23c6-7c38-44a4-9dff-bdfedabb0593http://www.warc.com/Content/Documents/A94587_The_death_of_the_global_campaign_insights_from_the_Warc_Prize_for_Asian_Strategy_shortlist.content?ID=b7adc07a-1af6-4fc0-9500-8c7848a17201http://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94587_The_death_of_the_global_campaign_insights_from_the_Warc_Prize_for_Asian_Strategy_shortlist.content?ID=b7adc07a-1af6-4fc0-9500-8c7848a17201http://www.warc.com/Content/Documents/A94455_Mars_Snickers_Youamp;39;re_not_you_when_youamp;39;re_hungry.content?ID=176f23c6-7c38-44a4-9dff-bdfedabb0593http://www.warc.com/Content/Documents/A94395_TVNZ_The_Pacific.content?ID=1c032e43-d6d9-4a33-8cfe-d5719c4ebc90http://www.warc.com/Content/Documents/A94453_Old_Spice_Body_Wash_The_man_your_man_could_smell_like.content?ID=ed54c6a4-f778-4e20-a18b-88018c6e5c25http://www.warc.com/Content/Documents/A94433_McDonaldamp;39;s_Thereamp;39;s_a_McDonaldamp;39;s_for_everyone.content?ID=58d119b3-cba8-42df-9cd2-3062cb56281fhttp://www.warc.com/Content/Documents/A94431_Pamp;amp;G_Gillette_Mach3_W.A.L.S._-_Women_Against_Lazy_Stubble.content?ID=e04be96e-af48-4bdc-9dea-7ec0193b1f92http://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611f


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Other shortlisted entries

The four additional non-winning entries making up the finalshortlist were:

Apple Mac (Apple, US)

Axe (Unilever, US)

Heineken Italia (Heineken, Italy)

Monopoly (Hasbro, global) (entry not published)

Again, the trend established by the winning group is evident:global brands running local campaigns are dominant.

www.warc.com
http://www.warc.com/Content/Documents/A94391_Apple_Macintosh_Mac_vs._PC.content?ID=9596ed99-43f8-4526-b324-eb81d8d88cdfhttp://www.warc.com/Content/Documents/A94451_Axe_Shower_Gel_and_Axe_Detailer_Cleans_Your_Balls.content?ID=61b32d31-3a3d-478e-8a01-008b65e7612ahttp://www.warc.com/Content/Documents/A94437_Heineken_Italia_Are_you_still_with_us.content?ID=f3eba7de-0bb3-463d-992e-f835d678006dhttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94437_Heineken_Italia_Are_you_still_with_us.content?ID=f3eba7de-0bb3-463d-992e-f835d678006dhttp://www.warc.com/Content/Documents/A94451_Axe_Shower_Gel_and_Axe_Detailer_Cleans_Your_Balls.content?ID=61b32d31-3a3d-478e-8a01-008b65e7612ahttp://www.warc.com/Content/Documents/A94391_Apple_Macintosh_Mac_vs._PC.content?ID=9596ed99-43f8-4526-b324-eb81d8d88cdf


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Most-read entries on warc.com by company type

Creative agencies

1 Walkers (PepsiCo, UK)

2 McDonalds (UK)

3 M&Ms (Mars, Australia)

4 Gillette Mach3 (P&G, India)

5 Old Spice (P&G, US)

6 Snickers (Mars, UK)

7 Heineken (Heineken, Italy)

8 Axe (Unilever, US)

9 Apple Mac (Apple, US)

10 The Pacific (TVNZ, NZ)

www.warc.com

Media agencies

Walkers (PepsiCo, UK)

McDonalds (UK)

M&Ms (Mars, Australia)

Snickers (Mars, UK)

Gillette Mach3 (P&G, India)

Old Spice (P&G, US)

Doritos (PepsiCo, UK)

Coke (Coca-Cola, US)

Dove (Unilever, UK)

Heineken (Heineken, Italy)

Brand owners

McDonalds (UK)

Walkers (PepsiCo, UK)

Snickers (Mars, UK)

Gillette Mach3 (P&G, India)

The Pacific (TVNZ, NZ)

Old Spice (P&G, US)

M&Ms (Mars, Australia)

Doritos (PepsiCo, UK)

Axe (Unilever, US)

Pepsi (PepsiCo, US)
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17/20

Beyond the shortlist

A selection of entries that did not make the short- or most-read lists:

Carlton Dry (Carlton, Australia): a viral video strategy thatengaged a new generation, increasing volume sales by 42%.

The Economist (India): print, OOH, QR codes and Facebook

combined to engage consumers and boost subscriptions 44%.

Golf (VW, South Africa): an event-led strategy to mark the end ofa much-loved model increased margins and boosted profits.

PUMA (Pan-Europe): soccer fans Hardchorus Valentines song

leveraged TV and social media to double online revenues.

Studio Brussels (Belgium): a radio stations UCG campaign paidtribute to Michael Jackson and increased market share 21%.

Virgin Blue (Australia): an airline harnessed Twitter to boost its

new Sydney-LA route and raised base revenues 88%.

www.warc.com
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=a31fa498-e2f8-4bbc-85a9-4970dfaa20a3http://www.warc.com/Content/Documents/A94514_The_Economist_Interpret_The_World.content?CID=A94514&ID=4d5dbc5f-ff29-4aa4-8390-5ffa5c02e696http://www.warc.com/Content/Documents/A94465_VW_Citi_Golf_Goodbyeciti.content?CID=A94465&ID=fe1ee677-b90c-4986-930b-3c558a125eb7http://www.warc.com/Content/Documents/A94452_Puma_Hardchorus__Love_3d_Football.content?CID=A94452&ID=e8094217-bd99-4e77-a204-85d492e61b79http://www.warc.com/Content/Documents/A94519_Radiostation_Studio_Brussels_Eternal_Moonwalk.content?CID=A94519&ID=cceaf26f-dbc5-4125-b6fb-7bac1e4bafbehttp://www.warc.com/Content/Documents/A94401_Virgin_Blue_Group_How_to_get_people_to_fly_to_L.A._using_140_characters._Or_less..content?CID=A94401&ID=6841d869-71c9-49f5-b0d5-b1e1d14d8e5fhttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94401_Virgin_Blue_Group_How_to_get_people_to_fly_to_L.A._using_140_characters._Or_less..content?CID=A94401&ID=6841d869-71c9-49f5-b0d5-b1e1d14d8e5fhttp://www.warc.com/Content/Documents/A94519_Radiostation_Studio_Brussels_Eternal_Moonwalk.content?CID=A94519&ID=cceaf26f-dbc5-4125-b6fb-7bac1e4bafbehttp://www.warc.com/Content/Documents/A94452_Puma_Hardchorus__Love_3d_Football.content?CID=A94452&ID=e8094217-bd99-4e77-a204-85d492e61b79http://www.warc.com/Content/Documents/A94465_VW_Citi_Golf_Goodbyeciti.content?CID=A94465&ID=fe1ee677-b90c-4986-930b-3c558a125eb7http://www.warc.com/Content/Documents/A94514_The_Economist_Interpret_The_World.content?CID=A94514&ID=4d5dbc5f-ff29-4aa4-8390-5ffa5c02e696http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=a31fa498-e2f8-4bbc-85a9-4970dfaa20a3


18/20

The aim of the Creative Effectiveness Lions is clearly defined on canneslions.com:

[To] honour creativity which has shown a measurable and provenimpact on a clients business - creativity that affects consumer

behaviour, brand equity, sales, and where identifiable, profit.

Entries were judged on three criteria: strategy (25%), idea (25%) and mostsignificantly results(50%).

In this respect, the best entries paid particular attention to a specific point in theguidance notes on creating successful entries:

It is not enough to make assertions, the jury want proof. Any claim mustbe supported by evidence and source data.

What it takes to win aCannes Creative Effectiveness Lion

www.warc.com
http://www.canneslions.com/effectiveness/http://www.canneslions.com/resources/downloads/HOWTOCREATEASUCCESSFULCREATIVEEFFECTIVENESSENTRY.pdfhttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.canneslions.com/resources/downloads/HOWTOCREATEASUCCESSFULCREATIVEEFFECTIVENESSENTRY.pdfhttp://www.canneslions.com/effectiveness/


19/20

The best entries therefore stood out for their focus on provingeffectiveness:

They supplied research data to prove that communications objectives had beenmet or exceeded (e.g. awareness, recall etc).

They also provided evidence that business objectives, such as sales and/or marketshare increases, had been achieved (see slide 11).

And the very best (epitomised by the Grand Prix-winning Walkers) utilisedeconometric research to isolate the campaign effects and discount other factors.

Weaker entries, by contrast, tended to rely on assumptions and correlations tosupport their case (e.g. social media activity and PR output).

The 2012 winners of the Creative Effectiveness Lions will, like the inaugural winnersin 2011, have to prove their ROI beyond doubt.

What it takes to win aCannes Creative Effectiveness Lion (continued)

www.warc.com
http://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611fhttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Content/Documents/A94487_Walkers_Sandwich.content?ID=fae6d4a9-7eac-4049-bc32-e011cd04611f


20/20

Browse all the published entries to the 2011 Cannes Creative Effectiveness

Lions on warc.com.

Subscribers can read all these entries at www.warc.com/cannes

Non-subscribers can sign up for a trial at www.warc.com/trialcannes

www.warc.com
http://www.warc.com/Topics/CannesLions2011.topichttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/trialcanneshttp://www.warc.com/Topics/CannesLions2011.topic