- A strong focus on profit ROI favoured big budget campaigns, with a notable skew among the shortlisted and winning entries toward higher budget levels.
- Social media was the most widely used channel in the media mix, however traditional channels such as TV were more widely used among the best-performing entries.
- Emotion was once again a popular creative approach among the winners and shortlisted entries, reflecting the power of emotional appeal to drive business results; a neuroscientific analysis of the Grand Prix winner suggests a reason for this.
- Summaries of case studies include brands such as John Lewis,...
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