Insights from the 2022 Creative Effectiveness Lions winners

Highlighting trends among the campaigns entered into the 2022 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
  • Fan-first approaches can drive engagement with specific fandoms while being the starting point of mass-reach campaigns.
  • As the discourse around purpose evolves, there is a new focus on long-term platforms and ecosystems able to deliver business growth while tackling systemic issues.
  • With lockdowns leading to shifts in media consumption, TV became a trusted companion for at-home audiences and 47% of shortlisted campaigns used it as lead media.
  • Partnerships with tech companies and AI-driven creative have provided success for multiple brands....

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Insights Team
Bray Leino

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