Cannes Lions Creative Effectiveness: Insights from the 2016 awards

This report highlights trends among the campaigns entered into the 2016 Cannes Creative Effectiveness Lions, including campaign budgets, media channel usage, campaign duration, creative approaches, metrics and regional variation.
  • A strong focus on profit ROI favoured big budget campaigns, with a notable skew among the shortlisted and winning entries toward higher budget levels.
  • Social media was the most widely used channel in the media mix, however traditional channels such as TV were more widely used among the best-performing entries.
  • Emotion was once again a popular creative approach among the winners and shortlisted entries, reflecting the power of emotional appeal to drive business results; a neuroscientific analysis of the Grand Prix winner suggests a reason for this.
  • Summaries of case studies include brands such as John Lewis,...

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