South Africa, June 26 -- Every year at Cannes Lions there's a jury working tirelessly behind the scenes to identify the best work. Before they get started with the judging process, the jury president of each respective Lion gives a briefing to set the tone and provide some guiding principles for assessing every piece of work. These president briefings are private and have never been public before, until now. For the first time ever, Simon Cook, MD of Cannes Lions is pulling back the curtain to let us in on the briefing that would have been given if they had been able to come together.

In the third presidential briefing, Cook interviewed the president of the Creative Effectiveness Lions, Pernod Ricard's Ann Mukherjee to hear her briefing ...