Jason Williams: What’s the true value of a Lion?

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Screen Shot 2017-06-20 at 11.46.40 am.jpgJason Williams, chief creative officer, Leo Burnett Australia is representing Australia on the Cannes Direct Lions jury. Williams, along with most of the other Australian and NZ jurors, reports exclusively for CB.

What’s the true value of a Lion?

I’m no accountant and numbers are certainly not my strength. But, here goes…

The percentages

It all begins months in advance, your direct entry is one of 2688 submitted from 76 countries (41,000 total show). That entry needs to survive 40 of the industry’s best online judges and if it’s good enough, it will become one of 346! That’s 12% of all entries. Then, ten lucky ‘awarding jurors’ spend four days reducing the shortlist even further, to just 214 entries or 8%. Long days of debate and deliberation determine the most valued ideas. Incredibly only 2.5% will win gold, silver or bronze and you have a .2% of winning a Grand Prix!

Data adds value

The Cannes scoring system and monitoring algorithm assists juries in making smarter decisions. Each submission is assessed by four criteria; idea, strategy, execution, results, each scored individually on a 1-10 scale (photograph scoring/pad). This methodology ensures your creative idea is accurately measured. A unique system empowering every jury member to be more precise as the data adds or decreases the value of your entry. If you’re lucky enough to win a lion, you know it’s been through a rigorous process and has now just become more valuable.

The value to culture

Awards are important. They fuel creative confidence, attract the best talent, strengthen client partnerships, encourage bravery, vindicate effort and energy, inspire future lion winners, fosters entrepreneurial thinking and business changing ideas.

Screen Shot 2017-06-20 at 11.46.29 am.jpgPersonal value

As a judge, it’s like joining a supercharged boot camp in analysing ideas. After judging many different shows, I actually love the case study slog. Watching hundreds of polished and compelling two minute films can be tough and confusing, but it teaches you how to decode good from bad, polished from potent. The more you watch, the better your judgement becomes and the more value you add to the show by discovering the nuggets within.

Frustration is valuable

If we go home empty handed, the frustration of seeing greatness drives our hunger. It fuels our determination, we take back our learnings to begin experimenting again. It ignites our entrepreneurial spirit and reminds us to take risks. We might leave frustrated, but I bet you’re more determined than ever to do it all again. Cannes 2018 starts on the 25 June 2017.

And if you’re fortunate to have won a lion or lions you understand the personal and professional value. If you’re lucky enough to win one in 2017 you know it’s worth its weight in bronze, silver or gold.