GUT, Ogilvy México, Leo Burnett México and Brand & People stand out with campaigns in the Direct shortlist

The Cannes Lions International Festival of Creativity is a prestigious event that honors the most innovative and effective creative work from around the world. Among its various categories, Direct Lions stand out for celebrating directed and response-oriented creativity. This category specifically recognizes work that demonstrates the strategic use of insights and data to engage specific audiences, foster customer relationships, inspire action, and achieve measurable results.

In the Direct Lions category, entries must show how insights and data were leveraged to design a strategy that effectively reached and resonated with a particular audience. The work should highlight how these strategies not only engaged the audience but also inspired a tangible response, thereby strengthening customer relationships and producing clear, measurable results.

Evaluation criteria

The judging process for Direct Lions is meticulous and multifaceted, with the following criteria:

– Idea (30%): The originality and creativity of the concept.
– Strategy (20%): The use of insights and data in the development of the approach.
– Execution (20%): The quality and implementation of the campaign.
– Impact and Results (30%): The measurable results and effectiveness of the campaign.

The Direct Lions category not only celebrates creativity, but also highlights the importance of strategic thinking and measurable impact in modern marketing campaigns. As brands and agencies continue to harness the power of data and insights, the honored work in this category serves as a benchmark of excellence in targeted, responsive creativity.

The Direct category is one of those with the most pieces registered. This year alone there are 2,025 pieces registered, of which the following agencies represent Mexico: