Five habits of the world’s most effective advertisers

Consumers have rated Heineken’s “Cheers to all” as 2020’s most creatively effective ad, according to Kantar. The data-driven insights and consulting company tested more than 10,000 ads for clients around the world and identified five habits from the most effective advertisers.

Why it matters 

The consumers are the jury for the Kantar Creative Effectiveness Awards, which analysed more than 10,000 ads. Research showed people wanted advertising to continue during the pandemic as it provided a sense of normality and, for the most part, consumers were processing content in the same way as they did before. Advertisers that held their resolve and invested in their brand during the creative investment downturn were rewarded.

Five habits

• Be distinctive – create the ability to be noticed and remembered in a world with a profusion of ads.
• Brand intrinsically – make sure the attention won by the ad is at the service of the brand.
• Be meaningfully different – grow market share by fulfilling various consumer needs and illustrate your uniqueness.
• Trigger an emotional response – engage viewers by making them feel something so that they don’t screen out ads.
• Talk with your consumer – to avoid losing perspective, listen to viewer feedback during creative development.

Sourced from Kantar