Inside the Cannes Lions Creative Effectiveness jury

Cannes Lions jury president Bertille Toledano and juror Jane Wakely share tips for aspiring winners of the Creative Effectiveness Lions, including lessons from this year's Grand Prix and Gold winners, how to present data, outline cultural context & and demonstrate brand growth with rigorous evidence.

Guests:
Bertille Toledano, CEO of BETC and Havas Creative Middle East, President of Havas Creative Network
Jane Wakely, EVP, Chief Consumer & Marketing Officer, PepsiCo; Chief Growth Officer, International Foods

Chapters:
00:00 – Intro: Welcome to The WARC Podcast
01:32 – Meet the Jury: Bertille Toledano & Jane Wakely
02:47 – Inside the Jury Room: Setting a Vision for Creative Effectiveness
04:25 – Diversity, Debate & Data: How the Jury Worked Together
06:51 – Measuring Impact: Retention, Acquisition & Growth Metrics
08:25 – Case Study: ‘My Japan Railway’ and Design Meets Effectiveness
10:26 – Is Creative Effectiveness Getting Stronger?
13:15 – Grand Prix Decision: Why AXA’s ‘Three Words’ Won
15:51 – Reframing Low-Interest Categories with Human-Centric Ideas
18:10 – Pedigree in Brazil: Mutt Adoption, Culture and Category Growth
22:17 – Another Standout Case: IKEA’s ‘Hidden Tags’
25:25 – How to Write a Winning Effectiveness Paper: Data & Sources
28:36 – Cultural Context for Global Juries: Don’t Assume Understanding
29:25 – Category Growth vs Share Growth: What Really Matters

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts

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