The Kantar Creative Effectiveness Awards booklet titled "How to Win in a Digital World" celebrates great creative content from around the world. The awards showcase the best digital, social, TV, print, and outdoor ads of 2022, with consumers acting as judges.
The booklet emphasizes the challenges faced by marketers and agencies in a restless and fast-moving digital world. It highlights the importance of being creative and effective on channels that constantly innovate. The advertising industry is encouraged to play a role in solving problems and providing comfort and escape in a permacrisis characterized by the pandemic, war, and high cost of living.
To be effective, ads must have clear marketing objectives, brilliant execution, and be distinctive, emotionally resonant, and relevant to consumers. They should also stay up to date in an ever-evolving industry. The booklet stresses the importance of a learning journey through creative testing to create successful campaigns.
The booklet presents the winners in various categories, including digital/social, TV, print/outdoor and highlights five creative topical trends observed in the winning ads:
- Escape Rooms
- Touch My Soul
- Make Life Easy
- A Better World
- You Made Them Smile!
Overall, the Kantar Creative Effectiveness Awards booklet provides insights into successful advertising strategies in a digital world and highlights the importance of creativity, relevance, and emotional connection with consumers.
Source: Kantar
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