The WARC Podcast Insider tips on how to win a Creative Effectiveness Lion
Jun 24, 2025
Andrea Diquez, Global CEO of GUT, and Martin Beverley, CSO of Ace of Hearts, share insider knowledge on winning the Creative Effectiveness Lions. They discuss the jury's decision-making process, revealing what truly impresses jurors. Humor’s impact in advertising takes center stage, with examples like Specsavers featuring Rick Astley. The duo also highlights iconic brands like Apple and Dove, showcasing their innovative strategies. Listeners get key tips for crafting compelling entries that resonate and stand out in a competitive field.
AI Snips
Chapters
Transcript
Episode notes
Andrea's Jury Leadership Experience
- Andrea Diquez described leading the jury as a unique moderator role where debates were passionate but controlled.
- Despite the seriousness of creative effectiveness, the jury found the discussions fun, diverse, and insightful.
What Makes Winning Work
- Winning creative effectiveness work must be brave, fresh, and impactful on people, communities, and business.
- The perfect cases combine originality with measurable impact, making jurors 'jealous' of the work.
Judging Diverse Campaigns
- Comparing diverse work requires clear criteria on idea, strategy, and impact but also subjective judgment on creativity and effectiveness.
- The jury values the global and varied nature of entries, appreciating different campaign goals and styles.