Become a Member
Proudly Sponsored By
articles / advertising know-how and fearless opinions
IHAVEANIDEA.ORG > articles >  Thoughts from a Cannes Creative Effectiveness 2013 Jury member


Thoughts from a Cannes Creative Effectiveness 2013 Jury member

Posted on July 30, 2013 and read 2,770 times

Thoughts from a Cannes Creative Effectiveness 2013 Jury member thumbnail

Guy Hayward Thoughts from a Cannes Creative Effectiveness 2013 Jury memberGuy Hayward
Global Business Development Director
BETC

“You don’t have to worry about scam in this category,” the organizers told us at the start of judging the Creative Effectiveness category at Cannes this year. Of course not, because each entry came with a case attached that sought to prove how well the creative had worked, so the work had to have run properly somewhere.

We spent an inspiring and illuminating couple of days discussing the entries. The conversation was about one of two things; did we like the creative work and how well had it worked? Talking to other jurors in other categories, it was clear their conversations were not the same. The debate in their categories was whether the work was real or not. Was it scam or not? Over at the Creative Effectiveness jury, we felt spoiled. We were dealing with real work that really worked. The challenge was deciding which had worked best. What became abundantly clear was the need to refocus far more ‘creative’ awards around the notion of creative effectiveness.

We all know there is a tight correlation between great creative and effectiveness. Study after study, agency after agency, brand after brand can make this case. The Lions at the Creative Effectiveness awards all make the case vehemently. And this is why more and more clients are showing an interest in award shows. They know that creativity can drive their business. So if agencies know that, and clients know that, why do we insist on divorcing creative awards from effectiveness so often? Why is the Creative Effectiveness category such a new thing at Cannes? Why, when the advertising and marketing business is being put under constant pressure for selling things, don’t we stand up and celebrate this very fact? Why do we not point out that one of the many things this financial crisis has taught us is that the world needs an economy in which people buy and sell things?  In an economy desperately seeking growth, why do we shy away from acknowledging that advertising in its broadest sense is one of only a handful of tools a company can use to actually grow its business.  The business results of this year’s Creative Effectiveness winners show that agencies can, and do, help clients find growth.

If creative awards are here to celebrate and award the best work then it would be great if these awards celebrated the effect of this work too. If all creative awards had an effectiveness case attached – and this is more than just social media results – we would do this. In so doing, we would be demonstrating the value of our work to our clients and we would chip away at the distracting vanity of the business that fuels the scam motor.  This shift would focus agency resources not on bashing out ads for Cannes but on the real briefs – the briefs that make a difference to a brand’s fortunes.

Imagine how things would look if agencies truly threw themselves one hundred percent into delivering creative work that could deliver a Creative Effectiveness award rather than a scam creative Lion. We would see way more work like Heineken – this year’s Creative Effectiveness Grand Prix winner. A hugely entertaining campaign that had positive impact on brand measures and business results in several countries.

Imagine, conversely, how little scam there would be. Imagine how valuable agencies, their work and the business in general would become. Imagine how much growth we could all find.






RELATED ARTICLES


LATEST JOBS

ALSO IN THE NEWS

Moving Millennials thumbnail Moving Millennials
Thoughts from a Cannes Creative Effectiveness 2013 Jury member thumbnail Thoughts from a Cannes Creative Effectiveness 2013 Jury member

MORE ARTICLES

Agency Profile: Advico Y&R thumbnail Agency Profile: Advico Y&R

IHAVEANIDEA ARCHIVE

Copyright © 2001-2017 IHAVEANIDEA inc. All rights reserved. No material contained in this site may be republished or reposted.
IHAVEANIDEA™ is a trademark of IHAVEANIDEA inc. Terms and Conditions | Privacy Policy

Copyright © 2009 ihaveanidea inc. All rights reserved.

No material contained in this site may be republished or reposted. Terms and Conditions | Privacy Policy