Putting effectiveness back into creative award winners

Analysing a sample of 2019 Cannes Lions award winners, we explore how distinctive ads can build brands... or not.
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leila buckley

Head of Market Activation, Kantar Marketplace

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The effectiveness of award-winning content has decreased dramatically over the last 10 years, compared to non-award-winning content, say Peter Field and the IPA.

We explored how to make advertising more effective by assessing 25 of the 2019 Cannes Lions award winners with our validated creative pre-testing solution Link Now via Kantar Marketplace, Kantar’s online research and insights store. Analysing and comparing findings of these ads with our database of almost 200,000 ads, we uncovered some surprising results.

Watch the webinar or download the booklet to find out how distinctive ads can fail to build brands, and the characteristics of creative that delivers short- and long-term brand building impact.

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