Kantar’s Creative Effectiveness Awards
18 June 2020
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
Client Feedback
We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW