#131 Blog Post — Thursday, June17, 2017
Posted by Denny Hatch
A Scheme to Give Awards to the Worst
TV, Internet & Digital Commercials of 2020
The World's Most Creative and Effective Ads
"Great advertising needs to drive short term sales and build your brand in the long term. We analysed over 10,000 ads we tested in 2020 to identify the best ads.
"Kantar's Creative Effectiveness Awards are the only advertising awards judged by consumers. They celebrate winning ads that are both creative and effective: advertising that is distinctive and helps drive sales in the short term and creates meaningful impressions to build brands in the long term."
Below Are the 20 Winning Kantar
"Creative Effectiveness Awards 2021"
Takeaways to Consider
• I have 60 years' experience in direct marketing—a.k.a. accountable advertising and precise arithmetic. These ads are all manic and as unfocused as a giant Social Media cocktail party.
• All these ads are not judged on sales success. They were chosen by consumers who voted on their likeability.
• There is absolutely no way in hell to track the amount of product moved as a result of these ads. Not one of 'em can be judged on ROI.
• These are emphatically NOT "effective" ads.
• "Your job is to sell, not entertain."
• "I can't judge good marketing. It judges me. If can be shown to generate revenue and good ROI, it's good Advertising." —DH
• "Every time we get creative, we lose money."
—Ed McCabe, President, RCA Record Club
• A personal aside. As editor and publisher of the WHO'S MAILING WHAT! newsletter and archive service, I was invited to be a judge of the Direct Marketing Association's ECHO Awards. This was heady stuff for me—a little industry squirt hobnobbing with the world's top agency executives and creative directors. We gathered at DMA headquarters in the Sour Apple to study and vote our choices for the best direct mail efforts of the year.
I knew the most successful direct mail every year. My business was analyzing 1,800+ mailings a month and highlighting for my readers those that kept coming in over and over again—year after year. These repeats were the big winners—generating buckets of loot for the mailers (and for the copywriters if they were working on royalty basis).
My great friend and mentor, guru Axel Andersson—was an equally avid student of direct mail as I. One day he called me from Florida with an amazing discovery. He had analyzed the prior year's ECHO winners and discovered only two percent of them were ever mailed a second time. That meant 98% of all the ECHO winners were failures—simply flash and filigree. It turned out ECHO was a sad-sack scheme among industry creatives to give each other awards for the trophy cases in their corporate waiting rooms. The object: to impress gullible prospective clients.
I resigned from the committee. I was a nitwit to have become involved.
• "Awards are like hemorrhoids. Sooner or later every old asshole gets one."
—Charlotte Rampling, "The Swimming Pool," 2003.
First off, I urge you to sign up for Kantar's fat, fascinating PDF report on the 2021 Awards. It's free. No cost. No obligation.
What do you think about these ads and this business model? I believe readers of this cranky blog would love to have your take on the program—and awards in general.
I invite you to share your thoughts. Am I nuts—an ancient curmudgeon who believes advertising should make money? Do take a moment. Scroll down to the Comment Section below and have at me!
If you find getting into the Comment Section too onerous, send me your thoughts and I will enter them for you. I am: firstname.lastname@example.org.
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