Cannes Awards Analysis from Warc

Cannes Creative Effectiveness Lions 2011 By James Aitchison , Managing Editor, warc.com September 2011 To read the full entries, sign up for a trial at www.warc.com/trialcannes

Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Executive summary Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],[object Object],[object Object],[object Object],Executive summary (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],[object Object],[object Object],[object Object],Geographic spread of entries Sign up for a trial today and read all the entries www.warc.com/trialcannes

Geographic spread of entries (continued) * Figures refer to the number of entries that included marketing activity in that territory Sign up for a trial today and read all the entries www.warc.com/trialcannes Entries by region No. of entries* Europe 69 North America 25 Asia 22 Central & South America 13 Australia & New Zealand 11 Middle East & Africa 9 Top 10 markets No. of entries* USA 24 United Kingdom 15 Germany 10 Brazil 7 Spain 7 France 7 Australia 7 India 6 Sweden 5 South Africa 4

[object Object],[object Object],[object Object],[object Object],[object Object],Client sector breakdown Sign up for a trial today and read all the entries www.warc.com/trialcannes

Client sector breakdown (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],Types of brand Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],Breakdown by budget size Budget (USD) Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],Marketing objectives Sign up for a trial today and read all the entries www.warc.com/trialcannes Top 5 objectives (total entries) % Increase awareness 40 Increase sales/volume 38 Build/defend brand position 33 Gain new customers 24 Social and non-profit objectives 20 Top 5 objectives (shortlist) % Increase sales/volume 78 Build/defend brand position 44 Gain new customers 33 Increase market share 33 Increase awareness 33

[object Object],[object Object],[object Object],[object Object],[object Object],Media channels Sign up for a trial today and read all the entries www.warc.com/trialcannes

Media channels (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes Top 10 channels (total entries) % Television 55 Social media 50 Internet (microsites/widgets) 47 Outdoor, OOH 35 Events and experiential 30 Internet display 30 Public relations 30 Online video 24 Word-of-mouth, viral 22 Radio 19 Top 10 channels (shortlist) % Television 89 Public relations 67 Social media 56 Outdoor, OOH 44 Events and experiential 44 Internet display 44 Online video 44 Cinema 33 Direct marketing 33 Point of purchase, in-store 33

The Grand Prix and Creative Effectiveness Lion Winners ,[object Object],[object Object],[object Object],[object Object],[object Object],Sign up for a trial today and read all the entries www.warc.com/trialcannes

Other shortlisted entries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sign up for a trial today and read all the entries www.warc.com/trialcannes

Most-read entries on warc.com by company type Sign up for a trial today and read all the entries www.warc.com/trialcannes Creative agencies 1 Walkers (PepsiCo, UK) 2 McDonald’s (UK) 3 M&Ms (Mars, Australia) 4 Gillette Mach3 (P&G, India) 5 Old Spice (P&G, US) 6 Snickers (Mars, UK) 7 Heineken (Heineken, Italy) 8 Axe (Unilever, US) 9 Apple Mac (Apple, US) 10 The Pacific (TVNZ, NZ) Media agencies Walkers (PepsiCo, UK) McDonald’s (UK) M&Ms (Mars, Australia) Snickers (Mars, UK) Gillette Mach3 (P&G, India) Old Spice (P&G, US) Doritos (PepsiCo, UK) Coke (Coca-Cola, US) Dove (Unilever, UK) Heineken (Heineken, Italy) Brand owners McDonald’s (UK) Walkers (PepsiCo, UK) Snickers (Mars, UK) Gillette Mach3 (P&G, India) The Pacific (TVNZ, NZ) Old Spice (P&G, US) M&Ms (Mars, Australia) Doritos (PepsiCo, UK) Axe (Unilever, US) Pepsi (PepsiCo, US)

Beyond the shortlist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],[object Object],[object Object],[object Object],What it takes to win a Cannes Creative Effectiveness Lion Sign up for a trial today and read all the entries www.warc.com/trialcannes

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What it takes to win a Cannes Creative Effectiveness Lion (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes

Already a subscriber? Visit www.warc.com/cannes to browse all the published entries to the 2011 Cannes Creative Effectiveness Lions Want to read all the entries? Visit www.warc.com/trialcannes to sign up for your free trial today

Cannes Awards Analysis from Warc

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Cannes Awards Analysis from Warc