• by Steve McClellan  @mp_mcclellan, June 21, 2016

It didn’t take long for the jury to decide the Grand Prix for Creative Effectiveness, according to jury president Andrew Robertson, CEO BBDO Worldwide. The award went to the London offices of adam&eveDDB and Manning Gottlieb OMD for retailer John Lewis’ “Monty’s Christmas” campaign.  

In the campaign, the Lewis signature holiday effort for several year’s running, “Monty” is a small boy’s pet penguin. Jury members noted that part of its effectiveness is the campaign’s longevity. 

At the presentation ceremony Tuesday evening in Cannes, Robertson, CEO of BBDO Worldwide, said it took “exactly 30 seconds to decide on a Grand Prix.”  

Robertson added that the campaign “completely epitomizes creative excellence; heartwarming creative work in a difficult category that was proven to generate incremental sales of effective 332 million pounds, profit of 33 million,” with a return on investment of 8 to 1. 

“It doesn’t get more creatively effective than that,” he said.  

Here’s Monty in action.