Watch this short video to find out who the winning brands and advertising agencies are in each category.We have long been passionate advocates of the role creativity plays in building extraordinary brands. We take great pride in partnering with our clients and their agencies to help create outstanding creative content, and that work is even more important in these challenging times.
Creative effectiveness was already under pressure and in the new normal, there may be a temptation to drive short-term sales by cutting prices. Instead, brands might want to think about a different normal in their advertising. There is huge competitive advantage to be won from distinctive ads that sell product in the short term and build brands in the long term by conveying long-lasting, meaningfully different impressions.
The Kantar Creative Effectiveness Awards celebrate the work that does just that. The awards are special because they acknowledge the best ads, as judged by consumers, rather than the advertising industry. In 2019 we conducted the 200,000th Link study on behalf of our clients. The database and learning generated from those studies enables us to give advice based on media and local cultural contexts. While we’ve shared learning on many occasions in the past, for the first time, we are able to share detail of the best ads to inspire post-COVID-19 creative.
To see the ads in full and read our observations around the 2019 winners, please download the booklet. We hope it provides you with stimulus for your future campaigns.