Cannes: New category "Creative Effectiveness
Starting in 2010, the Cannes Lions International Festival of Creativity will feature a new category: «Creative Effectiveness.».
This new category recognizes creative achievements that demonstrably influence consumer behaviour, according to a press release issued on Thursday. The strategy will be assessed at 25 percent, the idea at 25 percent and the results at 50 percent. Entries may only be submitted if they have already made it onto the shortlist of an existing category in 2010.
