广告创意关键报告2024（英文版）.pdf

Five lessons from Ee Europe winners on creating eective advertising

EACA / Ee Awards Europe in partnership with Kantar

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Introduction

In the ever-changing marketing landscape, one thing has remained constant:

the pursuit of eectiveness. Ee Awards Europe has long been at the forefront

of celebrating marketing eectiveness in many forms. Kantar has had a

long-standing commitment to creative eectiveness; therefore, we are natural

allies in the quest to make marketing deliver. Kantar is proud to join forces with

trained on 35 million human interactions - the largest normative creative

database in the world. It tells you how eective your digital or TV ad will be,

in as little as 15 minutes, allowing you to make faster creative decisions with

condence. The results reinforce what we know about the brilliance of Ee

winners; they are strong at cutting through clutter, creating memories for the

brand, and setting the brands apart in people’s minds.

Join us in learning from the best and peaking under the bonnet

of what makes them work.

Congratulations to all the awarded agencies and organisations.

VĚRA ŠĺDLOVÁ

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Release your inner David

In a world of constant pressures, the sentence

“Do more with less” echoes in most marketing

budget discussions. Many brands nd

struggle - small brands with big ambitions

punch way above its weight.

the time to understand how people perceive

their brand and what stands in the way of

success. Their creative strategy springs from a

focused human truth, understanding what

perceptions they need to change and how.

Flip – a refurbished mobile device seller

in Romania – understood they needed

to grow the market of people willing to buy

second-hand mobile phones. To do that,

they had to drastically alter people’s

perceptions of newness. They partnered

with Jam Session Agency to create the

‘New is for now, smart is forever’ campaign

that persuasively showed how a new

phone loses lots of value in seconds.

of dierentiation. The real estate search portal

Storia.ro used an insight about people often

regretting their real estate purchase as an

opportunity to set themselves apart in a

largely undierentiated category. In a song-

lled campaign, Publicis Romania invented a

quality of living index that dierentiated it

from larger competitors with bigger budgets.

Similarly, the UK snacking brand Mini

Cheddars and TBWA London identied the

strategy in consumer insight.

Campaign: New is for now, smart is forever

Brand: Flip

Agency: Jam Session Agency

Contributing agency: Difrnt Agency

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Honourable mentions