Kantar studied nearly 200,000 ads, including previous Cannes award-winning campaigns.
UK-based market research firm Kantar found that only one in four award-winning creative campaigns deliver brand impact over the short or long term. The research also found that this year’s winners were only 50% as effective at long term brand building as compared to five years earlier.
The researchers said that the advertisement content often struggles to make the brand meaningful to consumers. The research further said just one in six ads among the award-winning category had a strong potential to drive brand affinity.
Kantar’s creative head Daren Poole said that the entertainment factor of adverts is also falling due to a decline in the number of humorous ads. He further added that marketers need to focus on delivering brand impact along with competing for awards.
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