The Dubai Lynx International Festival of Creativity is to launch a ‘creative effectiveness’ category at next year’s festival.
The festival, which will take place from March 6 to 9 next year, has also announced its jury presidents.
Emma Farmer, the Dubai Lynx’s festival director, said: “Discussions around the effects of creativity on business continue to be had across the industry. We’re introducing creative effectiveness as a necessary award for the region, with the ultimate goal of it providing the definitive benchmark in recognising the correlation between creativity and effectiveness in MENA.”
The creative effectiveness category will recognise creative work that has produced a measurable and proven impact on a client’s business. Only work that has been either shortlisted or awarded at Dubai Lynx in the last three years is eligible to be entered and judged.
Eight jury presidents will preside over juries in Dubai this year. Terry Savage, chairman of Dubai Lynx, said that it was an “unbeatable collection of global talent, whose expertise and skills would result in considered and quality judging”.
Susan Credle, incoming global chief creative officer at FCB, will head up the film, print, outdoor, radio, print craft and integrated jury. She said: “I’m honoured to chair the 10th anniversary of Dubai Lynx. In the last decade, we have seen a century’s worth of change. Disruption on that scale makes us realise we need to diversify not just how we think but who is involved in the conversation, because brilliant ideas transcend our individuality. What an amazing time globally to come together and talk about the power of creativity.”
PJ Pereira, chief creative officer of Pereira & O’Dell, will preside over the direct, promo & activation, interactive and mobile jury, while the media jury will be overseen by Nick Emery, global chief executive officer of Mindshare Worldwide. The inaugural creative effectiveness jury president will be Hephzibah Pathak, global brand director, Ogilvy & Mather India.
The other jury presidents are Fred Gelli, CEO of Tátil Design (design); Laura Gregory, founder and CEO of Great Guns (film craft); Anathea Ruys, head of Fuse, APAC, Omnicom Media Group (branded content & entertainment); and Pascal Beucler, senior vice-president and chief strategy officer, Global, MSLGROUP (PR).
Dubai Lynx is part of Lions Festivals, organisers of Cannes Lions, Spikes Asia, Eurobest and the Asian Marketing Effectiveness and Strategy Awards. The festival and awards are produced in partnership with Motivate with the support of Dubai Media City and in association with the UAE chapter of the International Advertising Association.