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