Creative B2B Lions

Supporting 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 a Digital Presentation Image (jpg) as the primary, compulsory material for judging. This is a visual representation of your work, including images and English text, concisely summarising the strategy, execution and results.

You are also welcome to provide an Information Deck (pdf) as a supporting 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.

The suggested length for the Information Deck 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 (30% of vote)

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

Strategy (20% of vote)

  • Data gathering
  • Target audience
  • Approach

Execution (30% of vote)

  • Implementation
  • Timeline
  • Placement
  • Scale

Results (20% of vote)

  • Sales
  • Engagement
  • Reach
  • Achievement against business targets

What do I need to provide with my entry?

  • A Digital Presentation Image 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 have the option to 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 Written Explanation and Information Deck.

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