Following John Lewis winning global Creative Effectiveness Lion on Monday night, Tammy Einav, a managing director at Adam & Eve/DDB, reflects on picking up the coveted award for the second time.
Winning two Creative Effectiveness Lions for John Lewis is something quite special. Of course it’s great to be known for advertising that many people love and enjoy, and it’s nice to be recognised in creative awards. But we firmly believe that creativity is ultimately a means to an end, and that has to be commercial performance.
The Cannes Effectiveness Lions exist to prove that the world’s most creative advertising also sells. The entrants only come from campaigns previously awarded for their creative merit with a Cannes Lion. So the winners of these awards have arguably proven their worth beyond all others as be the very best in marketing practice – creatively outstanding, commercially impactful, and proven to very rigorous standards.
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