The Direct Lions celebrate targeted and response-driven creativity.
Entries will need to demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.
A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.
The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A. Direct: Sectors’.