LIONS Learning

🦁 🏆 What an incredible week it was touring our Cannes Lions "You're on the Jury" session in NYC with Gaelle Comte🗽 🍎 Inspired by our flagship course, the Creative MBA, we invited some of NYC's leading creatives to come enter our "virtual Jury room" and see what it takes to judge Cannes Lion's award-winning work. The response was incredible. Thank you Amazon, GUT, Bloomberg, Publicis Groupe, Tracksuit, JOAN Creative, Rise New York & Partners , VERB Agency, SHADOW, Huge, BBDO Worldwide, RGA, Pernod Ricard. Google, Colgate-Palmolive, Proximo Spirits, Novartis, Sanofi, Prudential Financial, BBC, Hermès, The Duracell Company, Revlon, The HEINEKEN Company, Red Bull, Macy's, Microsoft, Tombras, Quan Media Group, Giant Spoon, Kroger, E.L.F. BEAUTY, Hewlett Packard Enterprise, Madewell, Apple, Mars, Procter & Gamble, Noom, and Horizon Media

"People will forget what you said, but they’ll never forget how you made them feel." - Maya Angelou A timeless truth and the heartbeat of genuinely effective advertising. Because emotions don’t just grab attention. They drive decisions. They build memory. And they consistently outperform rational messages over the long term. In Module 6 of the Master of Advertising Effectiveness, James Hurman explores why emotional advertising works and how brands can harness it to create lasting commercial impact. 🗓️ The next cohort begins 5 May 2025. Learn more about the programme and register your interest 👉 https://lnkd.in/eFSUHrj6

Attention is precious. Are you sure you're measuring it right? If you’re serious about cutting media waste and making your creative land, it’s time to get fluent in the language of the attention economy. Mastering Modern Media in the Attention Economy with Karen Nelson-Field PhD is a 6-week online course based on 15+ years of scientific research. It helps marketers use real human attention data to inform sharper media planning and smarter creative strategies. (Because working with attention is always better than shouting into the void.) Plus, you can learn anytime, anywhere, as this is a self-paced course. Enrolment begins today 💙 Register now via this link: https://loom.ly/fY9VvPM Amplified Intelligence

Another brilliant live session at the LIONS cMBA. And here are some gems I’m taking with me: 🍎 Tom Beckman shared a powerful metaphor: in creative teams, some people shake the tree, some pick the apples, and some polish them. Creativity thrives when we know our role and value the roles of others. A reminder that great work comes from collaboration, timing, and mutual respect. 💄 Meridith Rojas unpacked one of today’s most relevant macrotrends: the rise of dupes. Consumers are no longer shy about choosing accessible alternatives, they celebrate it. It’s not about imitation, it’s about empowerment. She also reminded us that not every brand belongs in every trend. Cultural relevance is about authenticity, not intrusion. 🧠 Sue Unerman brought clarity to the diversity conversation: “Diversity isn’t everyone agreeing with the boss. It’s having the psychological safety to disagree.” Creative tension, when respected, leads to breakthrough ideas, not bland consensus. Three voices, three unique perspectives and a notebook full of insights to bring back to the work. Big thanks to the brilliant Mette Davis, Steve Latham, and Brian Winterton for another unforgettable session. 🙌 #LIONScMBA #CreativeLeadership #DupeCulture #CreativeCollaboration #Inclusion #AppleTreeMetaphor #Trends

The LIONS Creative MBA just keeps levelling up. One of my favourite parts? The Friday live calls with industry leaders, always energising, always packed with insight. Today, we’re joined by the brilliant Tom Beckman Sue Unerman Meridith Rojas, answering learner questions gathered throughout the week. It’s a cliché to say we’re always learning but this programme proves why it’s true. I’m walking away from today’s session with pages of notes and a fresh perspective. Thanks to Mette Davis for exceptional moderation and Tatiana Rodrigues & Brian Winterton for facilitating the discussion.

🚀 Want to turn creative instincts into proven impact? The Master of Advertising Effectiveness course by LIONS Learning is the gold standard for understanding what really drives results in advertising. 📈 Learn from the globally recognized ad expert James Hurman 💡 Master the 5 key principles of effectiveness 🏆 Elevate your work—and your career If you're serious about making your ideas work harder, join the next cohort. Class is in session from May 5th. 👉 https://lnkd.in/eKWPCVns #Advertising #Effectiveness #Marketing #LIONSLearning #CreativeStrategy #learning #marketingskills

Have you ever wanted to be a judge on the industry's most prestigious show? Well, if you're an APG member, here's your chance. LIONS Learning is offering APG Canada an exclusive one-hour interactive workshop where guests will enter a virtual Cannes Lions jury room and learn to analyze shortlisted and winning entries while gaining first-hand insights from Juries and Jury Presidents on what makes a campaign truly exceptional. In this live session, you’ll experience this acclaimed learning process in real time—enhancing your ability to evaluate top-tier creative work and apply these insights to your own projects. Interested in attending? Just log onto the APG website for the registration link. Please note, this virtual event is open to APG members only and all registrations will be verified. https://lnkd.in/dSYUGSBW Not a member? Join today. https://lnkd.in/gMahf8Pg

Relieved that I have somehow managed a distinction for the "Mastering Modern Media: Effective Strategies for the Attention Economy" course by Dr Karen Nelson-Field PhD - Phew! Thanks LIONS Learning team for having me in this cohort! Here are some short reflections: Short videos are extremely prevalent in China — they dominate the digital content landscape and are arguably more culturally and economically embedded than in any other country... 🔋 But short videos tend to be low-attention formats due to the way these platforms are designed and how users interact with them! 🪫 Here's a breakdown of why: 🧠Platforms featuring high-scroll, skippable ad formats, which are common characteristics of many short video platforms, are often characterized by 'fast decay' of attention... This means that while there might be an initial spike in 'active attention seconds', it drops off very quickly. 🧠In 'fast decay' formats associated with short videos, a significant portion of the reach you pay for might not actually be actively viewing the ad... The UX of short videos often encourages quick scrolling. This trains users to have shorter attention spans for individual pieces of content, including advertisements. 🧠Low-attention platforms, which might also include utility apps where users are focused on a task, not browsing, and interact minimally, have more limited 'attention elasticity', making it harder for even good creative to grab attention beyond the platform's inherent limitations... [insert emoji for OIC!] FYI Gaelle Comte Hope Cody 🎯Calling all media strategists and platform experts in China! WARC's CMO subscribers are looking for how-to insights tailored to China’s low-attention platforms (think: scroll-heavy, sound-off, distracted environments). If you’ve cracked the code on 'attentive reach' (a modified reach metric that incorporates attention data for more accuracy in audience engagement) in cluttered feeds, please ping me :)

On Wednesday 16th April, we partner with LIONS Learning for a one hour 'You're On the Jury' webinar. In this interactive session, we will kick-off by recapping of five key trends from last year’s Cannes Lions-winning entries before uncovering the secrets behind Lion-winning creativity. The 'You’re On the Jury' experience is a signature feature of the new LIONS cMBA, an online creative course designed to inspire and educate creatives and marketing professionals. Using award-winning work and insights from industry icons at Cannes Lions and our regional events, this course sharpens your ability to assess and produce outstanding creative work. Each module of the LIONS cMBA includes the You’re On the Jury experience, where learners analyse shortlisted and winning entries while gaining first-hand insights from Juries and Jury Presidents on what makes a campaign truly exceptional. In this exclusive live session, you’ll experience this acclaimed learning process in real time—enhancing your ability to evaluate top-tier creative work and apply these insights to your own projects. Don't miss this opportunity to refine your creative judgment, gain fresh perspectives, and build the confidence to create work that stands out on a global stage. Register for the 8AM session: https://lnkd.in/eHumeX_X Register for the 4PM session: https://lnkd.in/e_dcWPQc

On Tues, Jun 3rd, we will officially launch the APG Agency Effectiveness Accreditation. At this in person event we will acknowledge those agencies that have made a tangible commitment to effectiveness by having a number of employees complete either the IPA (Institute of Practitioners in Advertising) Advanced Effectiveness or LIONS Learning WARC Masters of Advertising Effectiveness course. These agencies include Rethink, FCB Canada, Mekanism/Camp Jefferson, and Grey Canada. If you'd like to learn more about this programme and how your agency might qualify, visit this page to learn more. https://lnkd.in/gJ7Pvx7E And there is no time like the present because the registration date for the WARC Masters of Advertising Effectiveness course ends on May 5th.