The Titanium award has been relaunched to recognise the best integrated campaign, recognising work that achieves creative excellence across multiple channels.
Entries will have no limit in terms of the number of media or communication channels used, but there must be at least three distinct different communication channels included in the submission. Entries will be submitted in four categories, based on media budget.
"The old categories are tired, limiting and often wasteful," Goodby said. "This Titanium campaign award acknowledges that. Cannes has again led the way, recognising that a revolution is taking place in the creation and perception of advertising messages. It's an honour to lead the first jury of this new time."
Goodby, who grew up in Rhode Island and went to Harvard, is a well-known figure at Cannes, not only as the head of the San Francisco agency, but having served as president of the film and press and outdoor juries at the 2003 festival.
Cannes Lions CEO Terry Savage said: "Jeff Goodby is one of the outstanding creative minds of his generation. I can think of no one better to embody the original spirit of the Titanium Lion as an award which celebrates risk and daring in break-through advertising."
The festival will announce Goodby's 10 fellow jury members in the next few weeks.
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