Pati Patni Aur Woh: Riya Sen Says Her Upcoming MX Player Series Is a Perfect Mix of Humour and …

Pati Patni Aur Woh: Riya Sen Says Her Upcoming MX Player Series Is a Perfect Mix of Humour and …

Actress Riya Sen says comedy is the toughest genre to bring alive on screen, and she enjoys taking …
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BP, Milka and HSBC top the tables in Kantar’s Creative Effectiveness awards

London: BP’s Blind Date(Spain),Milka’s Christmas adGive to those who give the most(Germany) and HSBC’s CSR Birmingham(UK) are the most effective adsfrom around the world in2019, according to Kantar’s inaugural Creative Effectiveness awards.These new awards celebrate theworld’s best performing ads across the three key media channelsbased on actual consumer feedback. Spanning three categories (digital,print/out of home and TV) andfrom 78different markets, the winners represent the most creative and effective work from over 10,000 ads tested with consumers in 2019 usingKantar’s Link creative testing, which measures any advert’s potential to deliver against short and long-term brand goals. Thesefirst award winners perform in the top 4% for short-term sales likelihood, and the top 1% for long-term brand building when measured against the Link database of over 200,000 ads analysed over the past 30 years. The winning ads are all at least twice as likely to drive sales than an ad that performs at the median evaluation score and ten times more likely than a weak ad. The winners show that distinctive creativeis central to advertising success, falling in the top 15% of ads for distinctiveness in Kantar’s database. In a world flooded with content, brands need to ensure their advertising captures people’s attention. Analysis ofthe digital category revealed the most effective ads reward the viewer with entertaining content that breaks through the ‘ad filter’ in consumers’ mindsand compels them to view it. Milka’s Christmas adGive to those who give the most tops the digital ad awards, demonstrating the power of storytelling for driving engagement by evoking strong emotions. The beautifully touching film, centred around a strong, seasonally relevant message of thoughtful gifting, was created in partnership with the European Union of the Deaf and promotes inclusion in a very moving way. The winners here illustrate the power of creative to deliver an instant impression about the brand. Immediate impact is essential as consumers give just seconds of their time to print and out of home (OOH) ads, in which the content needs to communicate its message or hook the viewer in for longer. HSBC evokes an immediate emotional reaction through its winning OOH execution. The shocking statistic that 1 in 45 people living in Birmingham have no address, therefore can’t have a bank account, a job, or a home, helps highlight the work the bank is doing to support the local community.The impact of the message is heightened by delivering it in situ enabled by the medium of OOH. TheTV winners demonstrate the continued sales-generating and brand-building ability of broadcast content, particularly whenstrong distinctive assets are weaved into great emotional story telling. Crowned as  Kantar’s most powerful TV ad of 2019 globally, BP’s Blind Date is a great example of how a distinctive approach to a category can create differentiation. The ad shows how a functional message can be intrinsically sewn into an amusing, brand-centric story that is quite different to what you would expect to see from the category. The first ever Kantar Creative and Effective awards showcase some of the most impactfuladvertising workfrom around the world,” said Daren Poole, Global Head of Creative at Kantar. “The commonality across allthe winning ads is distinctiveness, and how strongly the brand is integrated into the narrative. Our winners – real consumers’ favourites – take on many forms and employ a range of creative tactics to convey their message; proving there is no ‘one-size-fits-all’ approach that can be employed to achieve great content. Interestingly, many of the winning ads in Kantar’s Creative Effectiveness awards are heart-warming stories or contain humour, in contrast to the broader industry trend, which is to incorporate humour less.” Just over one third (34%) of 2019’s adverts were intentionally light-hearted or funny, compared to more than half (54%) of ads evaluated by Kantar in 2000. Poole added. “For content to drive brand impact and deliver ROI, it must be created with the consumer in mind, by understanding what will translate best to the audience, and how. Weaving intelligent and iterative research into the creative development process ensures the strongest ideas, and most effective executions end up seeing the light of day. We know that in the era of the COVID-19 pandemic consumers want advertisers to have authentic empathy and to be useful. Achieving this creatively and sensitively is incredibly difficult, making pre-testing as important as ever” For more learnings about Link ad testing, advertising trends, and to review the full winners list, please visit :https://www.kantar.com/creative-effective. MUMBAI: In the wake of the Covid2019 crisis that has affected countless lives and crippled industries in ways that we could have never imagined, unity with a sense of collaboration and staying high-spirited have become more important than ever.  Echoing the same sentiment, digital content company… Against the COVID-19 pandemic, film-makers and artists are now finding new ways to make films and connect with their audiences. As the entertainment industry finds its new normal, CNN-News18 has lined-up exclusive interviews with some of the biggest stars such as Ayushmann Khurrana, Anupam Kher… MUMBAI: “Hey there, Good to see you, it was lonely out there, now that you are back we can talk.” Did you see this digital billboard while you were on your way to work? If yes, then it was meant to grab your attention. Posterscope never ceases to amaze people with its innovation. Recently, when the… Mumbai: L&K Saatchi & Saatchi India has strengthened its leadership team and has announced the appointment of Atin Wahal as Executive Vice President – North & East. He will report to Paritosh Srivastava, MD of L&K Saatchi & Saatchi. Wahal takes over the role from Devraj Basu who… MUMBAI: Jack in the Box Worldwide, one of India’s premier media-agnostic communications company has won the digital mandate of Mars Petcare, in a multi-agency pitch. The agency will handle the digital duties of three of their leading products – Pedigree, Whiskas and IAMS. Mars Incorporated has six… MUMBAI: Integrated marketing & PR agency, Team Pumpkin, has been awarded the Digital mandates for 12 brands across the globe. These mandates range across, digital identity, global ecommerce development, social media management, performance marketing and integrated digital marketing suite.  MUMBAI: Loco and Red Bull announced an industry-defining esports partnership with a mission of transforming esports into popular culture. The partnership will see Red Bull and Loco working together to create and broadcast esports content across various game categories.  Casio India Co. Pvt. Ltd. (CIC) rolls out a virtual number to provide an easy and convenient shopping experience to its customers. In order to overcome customer’s apprehensions and simultaneously support channel partners, Casio India is re-innovating the way in which it can give more value to all… redBus, India’s leading online bus ticketing platform announces resumption of the services of 80+ private bus operators on its platform in Gujarat, thus opening up around 5000+ intra-state routes connecting cities such as Ahmedabad, Vadodara, Surat, Rajkot and Bhuj. When Chad Hurley. Steve Chen and Jawed Karim created YouTube in 2005, little did they know their brainchild would spawn the phenomenon of user-generated video content. Today, more than 300 hours of video are uploaded by users on Youtube every minute resulting in billions of views per year.
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Come on in, the water’s lovely… British athlete ROSS EDGLEY reveals what a 1791-mile swim …

Ross Edgley, adventurer, explorer and strongman, is much more than another of those steely-eyed men…
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