Jonathan Mildenhall, chief marketing officer of Airbnb, has been named president of the Creative Effectiveness jury at the 64th Cannes Lions International Festival of Creativity in June.
The Creative Effectiveness jury comprises an equal mix of top leaders from clients and agencies across the world. Mildenhall has worked on both sides during his career, making him ideally placed to lead the Creative Effectiveness jury. Starting out at McCann-Erickson in 1990, Mildenhall was VP, Global Advertising Strategy and Content Excellence at Coca-Cola, when the company won Cannes Lions Creative Marketer of the Year in 2013. And he became CMO of the ‘sharing economy super brand’ Airbnb in 2014.
Mildenhall said, “I’ve worked with Cannes Lions for over two decades and I’m privileged to return this year as the Creative Effectiveness President. Alongside my jury, we’ll honor work that doesn’t just measure the impact of creativity, but also drives cultural change and business results. I believe our industry is becoming more inclusive, but we still have work to do–diversity informs everything I’m part of and I want to accelerate that change further.”
Creative Effectiveness has grown to become one of the industry’s main awards and entry numbers have vastly increased since it launched in 2011. Any piece of work which has won a Lion in the preceding three years can be submitted into Creative Effectiveness, allowing the jury to select winners that have had a long-term impact on a business or brand.
Sub-category changes
In response to the growing role of creativity in a wider range of business objectives, the jury will now be asked to consider sub-categories within Creative Effectiveness. Submissions are invited for regional and global campaigns, longer-term brand programs and “creativity for good.” Lastly, a new sub-category called “creative marketing effectiveness” is designed for brand marketer initiatives where the client played a proactive role in the work’s creation and where effectiveness was embedded at the heart of the idea.
For 2017, the Creative Effectiveness sub-categories are:
Creative Effectiveness
- Creative Effectiveness for Good
- Creative Regional Effectiveness
- Creative Global Effectiveness
- Creative Longer-Term Effectiveness
- Creative Marketing Effectiveness
The Creative Effectiveness Jury 2017 have been named as:
- Sudeep Gohil, Co-Founder, Tyde, Australia
- Alegra O`Hare, VP Global Brand Communications – adidas Originals, adidas, Germany
- Simone Tam, CEO, mcgarrybowen, Greater China
- Tammy Einav, CEO, adam&EveDDB, UK
- Esther ET Franklin, EVP, MD Strategy & Cultural Fluency, MediaVest | Spark, USA
- Peter Carter, Harley Procter Marketing Director, Procter & Gamble, Global
- Fernando Mercado, Head of Brand Marketing, Burger King, Global
- Anindita Mukherjee, Global Chief Marketing Officer, S.C. Johnson & Son, Inc., Global
- John Seifert, Worldwide Chairman & Chief Executive Officer, Ogilvy & Mather, Global
Brand New School Extends Reach Internationally Via Partnership With Animation Studio BRUT
Brand New School (BNS) has entered into a strategic partnership with BRUT, a Barcelona-based animation studio. This collaboration represents a significant milestone in BNS’s expansion strategy, with BRUT serving as its inaugural global outpost.
Under the leadership of executive creative director Martin Allais, who will now be represented by BNS for directorial ventures, BRUT joins BNS as part of its collective roster. This partnership combines BNS’s established reputation for innovative creative work with BRUT’s expertise in diverse artistic techniques, including 2D cel animation, stop-motion, 3D animation, and seamless integration of live action.
With Allais leading BNS Spain, Brand New School is expanding its reach to serve a growing network of global clients. This partnership incorporates BRUT’s fresh methodology of working and diverse pool of talent to create content that resonates across cultures. Located in the heart of the European market, the new BNS location will further support and enhance its work with international clients, broadening its ability to meet their unique needs. This partnership represents a thoughtful blend of creativity and expertise, designed to strengthen and grow Brand New School’s global presence.
BRUT was founded by director Allais as an experimental incubator for innovative ideas and techniques. He is also a multidisciplinary artist of Latinx heritage who brings a wealth of creative experience to the partnership. His portfolio spans commercials for global brands like Oreo, Facebook, Samsung, and Dr. Pepper, earning accolades including Cannes Lions for his work on the Samsung Holiday campaign. Recently, Allais’ animated VR experience capturing New York City’s punk scene in the ‘70s, narrated by... Read More