According to the organisers, the award will ‘honour creativity which has shown a measurable and proven impact on a client’s business – creativity that effects consumer behaviour, brand equity, sales and, where identifiable, profit’.
Shortlisted or winning entries from the main awards will be eligible to enter the effectiveness awards.
Judges will mark entrants on a weighting of strategy (25 per cent), idea (25 per cent) and results (50 per cent).
The new awards will be honoured in Cannes on 25 June 2011 with the existing Film, Film Craft, Titanium and Integrated Lions awards.
Festival chairman Terry Savage says, ‘We need to establish a direct correlation between creativity and effectiveness.’ He adds, ‘Now, more than ever, return on investment is paramount to the client and it is important that we acknowledge and reward this, but without losing the essence of Cannes.’
Entry to the new awards opens on 4 November and closes on 4 March 2011, and details can be found at www.canneslions.com.