THE CORRELATION BETWEEN AWARD-WINNING ADS & EFFECTIVENESS

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October 18th, 2011

Mark Tutssel, Leo Burnett’s global CCO and a Cannes festival judge, remarked in an ADWEEK article last year that despite the occasional exception, Cannes advertising winners tend to be solid business successes. The proof? Burnett has continuously conducted surveys tracking award-winning ads and the business performance of those companies which were being advertised. In the most recent survey, Burnett found an 86 percent correlation between award-winning work and bottom-line success, up from 78 percent in 1997, the first year of the study.