Creative Effectiveness Lions

The Creative Effectiveness Lions celebrate the measurable impact of creativity.

Entries will need to demonstrate hard results over the long term; that is, how the work drove tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose. A number of criteria will be considered during judging and weighted as follows: 25% idea, 25% strategy, 50% impact and results.

Creative Effectiveness Lions Sections

A. Creative Effectiveness
- A01 Creative Effectiveness
  
  Celebrating the measurable impact of creative work. Entries need to demonstrate how creative work drove tangible business results and was instrumental to cultural change or integral to the achievement of a brand’s purpose.
- A02 Creative Effectiveness for Charity/Non-profit
  
  Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries must illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.
- A03 Multi-market Creative Effectiveness
  
  Celebrating the measurable impact of creative work created for different markets. Entries will need to demonstrate how a campaign that was tailored for multiple markets. (minimum of 3) drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose.
- A04 Collaborative Creative Effectiveness
  
  Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies, or multiple agencies/brands that worked together to achieve a business goal. Entrants will need to demonstrate how the collaborative effort drove tangible business results and was instrumental to cultural change or integral to achieving a brand’s purpose.
- A05 Long -term Creative Effectiveness
  
  Celebrating the long-term impact of creative work. Entries will need to demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. entries in this category must show results over more than one year and must show significant development if previously submitted.
B. Culture & Context
- B01 Local Brand New!
  
  Campaigns for brands distributed in a single locality or market which resonated with a specific target audience.
- B02 Challenger Brand New!
  
  Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo.
- B03 Single-market Campaign New!
  
  Campaigns that aired or ran in a single country / region / market. Entries should describe how the campaign was designed for the specific target market.
- B04 Social Behaviour & Cultural Insight New!
  
  Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.
- B05 Breakthrough on a Budget New!
  
  Strategic and creative use of modest budgets and/or resources to create maximum impact.

Useful documents for entering the Creative Effectiveness Lions

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The Creative Effectiveness Lions President's Message

Chief Executive, Worldwide, Ogilvy

"Effectiveness defines the value of every idea and the power of our creativity when it comes to how we serve our clients and the value we create for them. The Creative Effectiveness Lions are not just about the quality of ideas, but what the work creates in the marketplace in terms of engagement; love of the brand, the ability to sell and ultimately to move culture and society in positive ways for the long-term."

The Creative Effectiveness Lions Jury

Worldwide Chief Executive
Ogilvy
Global

John Seifert is Worldwide Chief Executive of Ogilvy, one of the largest marketing communications companies in the world. Throughout his 39-year career with Ogilvy, John has worked in a wide range of client leadership and general management positions and led multi-discipline global brand teams for some of the world's most famous brands including American Express, BP, DuPont, Siemens, among many others. John is a frequent lecturer at universities and business forums on the subject of 'Enterprise Branding'. He is a National Board member of buildOn, a nonprofit group targeting at risk high school students in urban communities across the U.S.

Past winners of the Creative Effectiveness Lions

Savlon Healthy Hands Chalk Sticks

2018 · Ogilvy Mumbai for ITC

Grand Prix CREATIVE EFFECTIVENESS > CREATIVE EFFECTIVENESS > SINGLE COUNTRY CREATIVE EFFECTIVENESS

This case study shows how Savlon, a new entrant in the Indian FMCG hygiene space, created a positive impact on the health of school kids through an innovative behaviour change idea.