CANNES, FR – June 25, 2011 – Ace Metrix™, the authority in television advertising effectiveness, is live at the Cannes Lions Inaugural Creative Effectiveness Award Ceremony. “We share the same principles with the Creative Effectiveness Award Winners – great creative builds a brand in measurable ways,” said Peter Daboll, CEO of Ace Metrix. “We at Ace Metrix are proud to provide tools and technology to measure the power of great creative,” added Daboll. All of the US nominees and short-listed ads can be viewed here.
The Cannes Lions Creative Effectiveness awards evaluate ads that were creative winners at the 2010 festival based on their effectiveness in market over the past year. The Ace Score evaluates ads either before or as they break and predicts the impact that they will have. “It’s rewarding to see Ace Scores align closely with today’s winners” said Peter Daboll. “The Walkers Crisp “Sandwich” spot shows how great creative can transform a brand and activate a nation” said Daboll. “It also shows the clear link between the campaign’s creative and sales performance” added Daboll.
Snickers “You’re Not You when You’re Hungry” spots featuring Betty White and Aretha Frankly were also top spots in Ace Metrix Super Bowl evaluation. “Effective ads create Desire, and they work even better if people like them. It’s no surprise that the winners score higher in these areas,” said Peter Daboll. “The Snickers’ spots are part of the few ads that have been effective in incorporating a celebrity AND creating a very relevant message.”
The “Man Your Man Could Smell Like,” also won a Gold Lion for “Integrated Campaign,” driving product sales up over 100%. Ace Metrix data also confirms the campaign’s performance, with Ace Scores well above norm with both Men and Women ages 16-20.
“We at Ace Metrix celebrate the importance and value of great creative, and on a daily basis we apply fast, consistent science to the art of evaluating and managing ad effectiveness of all video ads both on TV and on the Web. Each of the nominees deserves a huge congratulations.”
CANNES Short List Finalists and Winners
| Award | Brand | Category | Ad/Campaign Title | Ace Score* |
| Grand Prix Winner | Walkers | Snacks | Any Sandwich Is More Exciting** | 544 |
| Winner | Snickers | Candy & Snacks | You’re Not You When You’re Hungry | 641 |
| Winner | Old Spice | Soap | The Man Your Man Could Smell Like | 631 |
| Winner | Gillette | Shaving | Woman Against Lazy Stubble** | 540 |
| Winner | McDonald’s | QSR | McDonald’s for Everyone** | 609 |
| Apple | Hardware | Mac Vs. PC | 607 | |
| Axe | Soap | Clean Your Balls | 576 | |
| Heineken | Beer | Are You Still with Us?** | 575 |
*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. Ace Scores listed above are based on appropriate demographic target.
**International Ad
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace ScoreTM measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management TM suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading global advertisers. For more information please see www.acemetrix.com.
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