Emily Cho
Jun 21, 2016

Cannes 2016: Creative Effectiveness entries still show lack of ROI

Jury member Emily Cho of Korean Air shares thoughts on the Creative Effectiveness Lions

What makes a campaign truly effective The number of awards Or the number of YouTube views Celebrity endorsements This year's 'CreEf', or the Creative Effectiveness jury, was almost to a point obsessed with the actual percentage of increase in sales, be it donations, products or awareness.  

Yes, it was very tough to be neutral while reviewing delightful campaigns that have already won medals at Cannes the previous year, but that is our job...

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