Kantar’s Creative Effectiveness Awards

By Jeremy Braune
June 18, 2020

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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:

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

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:

Brand: HSBC

Ad Name: No fixed address

Agency: Wunderman Thompson

Country: UK

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.

Brand: BP

Ad Name: Blind Date

Agency: Ogilvy & Mather

Country: Spain

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

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

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