The WARC Podcast How to win a Creative Strategy Lion: tips from the jury
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Jul 1, 2025 Pats McDonald, Global Chief Strategy Officer at Dentsu Creative and jury president at Cannes Lions, teams up with Yusef Chuku, Executive Strategy Director at New Gods and a jury member, to dish on winning creative strategies. They explore the significance of diverse jury perspectives and share how standout campaigns like Cheetos and Dove tap into cultural insights. Learn the importance of clarity in crafting award-winning strategies and get inspired by remarkable campaigns from AXA and Spotify's collaboration with the UN.
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Value of Diverse Jury Perspectives
- Jury president Pats McDonald valued the diverse global jury perspectives to understand cultural nuances in campaigns.
- For example, insights explained the significance of the Caramello dog in Brazil and Middle Eastern cultural contexts.
Juror Generosity for Weak Cases
- Yusuf Chuku praised the generosity of jurors spending extra time reviewing weaker cases for hidden brilliance.
- Jurors often reread entries to uncover overlooked strategic insights instead of quickly dismissing them.
Strategy Solves Urgent Problems
- Outstanding creative strategy clearly links strategy to urgent real-world problems.
- Strategy and creative roles blur, with success hinging on strategic solutions addressing urgent needs.