Creative B2B Lions


Information Deck Compulsory Material Guide

The Creative B2B Lions celebrate game-changing creativity and effectiveness in work for products and services that are purchased by professionals on behalf of businesses. We wanted to give you the best opportunity to communicate the brand building strategies used to connect with customers, improve brand health and drive growth.

All entrants need to provide an information deck (pdf) as the primary, compulsory material for judging. This gives you the chance to really showcase all aspects of the work, while also providing the jury with the details they crave.

To help bring your work to life, here is some useful information about the judging criteria guidelines and guidance on what the jury will be looking for, plus a few hints and tips to consider when creating your entry:

Compulsory material for entry to Creative B2B Lion: 1 x Information deck/PDF (Compulsory)

The suggested length is 10 pages and it should contain key supporting information about your entry in clear, concise English. This could include the original brief and business challenge, how the strategy was implemented, data sources, supporting images, and a breakdown of the results.

You should use the following criteria as a guideline for what the jury will be looking for:

Creative Idea (20% of vote)

  • Clearly explain the creative idea
  • How the creative insight directly influenced the amplification of the brand message

Strategy (30% of vote)

  • Data gathering
  • Target audience
  • Approach

Execution (20% of vote)

  • Implementation
  • Timeline
  • Placement
  • Scale

Results (30% of vote)

  • Sales
  • Engagement
  • Reach
  • Achievement against business targets

What do I need to provide with my entry?

  • An Information Deck containing an explanation of the strategy is compulsory.
  • You will also be asked to complete a Written Explanation when making your entry on our website. Here, you should provide a summary of your work. You should then expand on these areas in greater detail in the Information Deck.
  • It is highly recommended to submit a two-minute Case Study Film and you may include optional Support Materials. We would recommend using these materials to demonstrate the visual/physical elements and avoid covering the same information as in the Information Deck and Written Explanation.

Need help?

Our Awards team are Lions experts. Whether you have a specific query or would like some advice, we’re here to help. Contact us here awards@canneslions.com or give us a call on +44 (0) 20 3033 4000

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