During the Loeries Award show on Saturday 22 September, Creative Circle Chairman Chris Gotz and Loeries CEO Andrew Human announced the introduction of a new category called Effective Creativity.
To be eligible to enter this new category, a campaign must have won a Loerie in the past two years. That means winners from 2012 and 2011 are eligible, including Bronze, Silver, Gold, and Grand Prix.
A press release from the Loeries states: Proving the link between creativity and effectiveness with the aid of solid data has been an industry focus for several years now. The Cannes Lions International Festival of Creativity introduced a category for Creative Effectiveness in 2011, and the Loeries is following international best practice.
In 2011, the Cannes Grand Prix winner was Walker’s with their Sandwich campaign; in 2012, the Grand Prix went to Axe. “If Cannes has taught me one thing, it is that creativity drives effectiveness,’ Coca Cola’s Jonathan Mildenhall said in the marketing campaign for the 2012 festival. “You cannot have one without the other. That knowledge has been instrumental to my career.”
The purpose of the award is to assess campaigns that have already been judged to be creative – innovative, fresh and relevant. Because the flighting deadline for Loeries entries does not allow enough time to also compile a case study based on results, it makes sense to enter award-winning campaigns the following year. Entries will be open to any Loerie winning campaign from the past two years.
Crafting a compelling case study takes time. We hope that the Loeries winners from 2011 and 2012 have already started pulling the data and drafting those graphs – and we look forward to seeing the first winners of the Effective Creativity award on stage next year.
