Eurobest selects Leonid Sudakov as President of New Creative Effectiveness category

Sudakov said that he was excited to be serving as the jury president, adding, "Together with the jury, I will be looking for true and significant work that gives us a reason to celebrate and that points us towards the future of the most exciting intersection of creativity and effectiveness."

The category exists to establish a direct correlation between creativity and effectiveness by recognising creative work that has produced a measurable and proven impact on a client's business - creativity that affects consumer behaviour, brand equity, sales and where identifiable, profit.

"As a CMO, and an eternal optimist, I feel like there's never been a better time for creativity to shine as a critical driver of business success. The myriad of new ways to express a creative idea, and the ever more sophisticated tools at our disposal to measure its effectiveness, allow us to appreciate better just how big the impact of creativity can be. Yes, we all get lost at times in the frenetic pace of change of our creative landscape. Yes, the many 'flavours of the month' come and go. What counts is that more opportunities emerge for us to unabashedly celebrate the commercial (or societal) value that the best creative ideas deliver."

The business impacts of creativity are often longer-term or proven over an extended period and for these reasons, the category has an eligibility period of three years, meaning all eurobest shortlisted or awarded campaigns from the past three years are eligible to be entered.

For more information, go to www.eurobest.com.