Kantar has just launched its 2020 Creative Effectiveness Awards, listing its 2019 winners in several categories, as voted for by consumers.  

The winners have been selected from a large number of ads tested by Kantar during 2019 using Link, its advertising pre-testing tool .  They come from 13 different markets across Europe, North America, Latin America and Asia Pacific. 

Link determines each ad’s ability to contribute to brand equity in the long term and driving sales in the short term.

Short term sales likelihood is a validated probability that the ad drives short term sales based on its creative impact and the impressions it leaves behind about the brand.

Kantar describes long-term power as the measure of the ad’s potential to contribute to the brand’s long-term equity, based on on the ad’s creative impact and how strongly the ad positions the brand as being different in the consumer’s mind.

Digital ads

The ads in this category have the power to make people stop what they are doing on their device and pay attention to the ad, but also contributes to the brand in the short and long term.

On the basis of the above, the top 2 digital ads in this section were as follows:

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Brand: Milka 

Ad Name: Milka Christmas: Give to Those Who Give The Most 

Agency: Wieden + Kennedy, Amsterdam 

Country: Germany 

Youtube: https://www.youtube.com/watch?v=o4M7tsEDhfA

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Agency: Wieden + Kennedy, Amsterdam 

Country: Germany 

Brand: Google App
Ad Name: Search the Lyrics With Google
Agency: Ambilhati Indonesia Country: Indonesia 

Youtube: https://www.youtube.com/watch?v=1KwVop6GlCw

Print and OOH winners

The ads in this category illustrate the power of creative to make a lasting brand impression in literally seconds

On the basis of the above, the top 2 ads in this section were as follows:

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Brand: HSBC

Ad Name: No fixed address 

Agency: Wunderman Thompson 

Country: UK 

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Brand: Estrella Damm 

Ad Name: Silja 

Agency: &Rosàs 

Country: UK 

TV winners

According to Kantar, the ads in this category demonstrate the continued sales-generating and brand-building ability of broadcast content.

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Brand: BP

Ad Name: Blind Date 

Agency: Ogilvy & Mather 

Country: Spain 

Youtube: https://www.youtube.com/watch?v=CGEVJvIppUc

Kantar’s Creative Effectiveness Awards Brand Speak Market Research

Brand: Tim Hortons

Ad Name: Ask a Timbits Kid 

Agency: Zula Alpha Kilo 

Country: Canada 

Youtube: https://www.youtube.com/watch?v=iWJunFOw-ng&feature=youtu.be

https://www.kantar.com/campaigns/creative-effective?utm_source=Pardot&utm_medium=Email&utm_campaign=Creative-Effectiveness-Awards-2020

Jeremy Braune

View posts by Jeremy Braune
Jeremy specialises in delivering market research and consultancy programmes that enable organisations to maximise the impact of their brands, products and services, communications and customer experience delivery. His company, Brandspeak, has offices in London and Bristol and since 2004 it has been helping companies all over the UK and globally. Jeremy has also been a guest lecturer and speaker on London Business School's acclaimed MBA course, on the subject of Brands and Branding.

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