- Index hide
Based on the study, Francisco Rodríguez, head of Creative at Kantar México, explained that most of the winning campaigns actively involve the audience.
A Kantar projection revealed that 30 percent of Mexicans believe that most brands are responsible for the market situation.
Both Verónica Hernández and Luis Gaitán agreed with Merca2.0 that the effectiveness of advertising campaigns is measured
bird presented the study “The Secret of Gold” who commissioned kantarresearch that evaluated 147 Effie winning campaigns (from the 2019, 2020 and 2021 editions) over three months, figures that give us a very clear idea of the scope of this research.
Veronica Hernandezpresident of the AVE Council, acknowledged that this edition is important because to the extent that creativity studies are assessed, valuable campaigns are achieved in the market to that extent.
“The more measurements there are that great ideas bring great business results, that helps the advertising and communication industry, the more there is evidence with studies, the more it consolidates us as an industry and (helps) grow the advertising industry and the Product Gross Domestic of the country and advertising becomes more relevant in this aspect”, he explained to Merca2.0 prior to the presentation of the study.
During the presentation of this study, which follows the research relationship that both Kantar and AVE have maintained for years, Francisco Rodríguez, head of Creative at Kantar México, broke the cash for the study and shared that it was a meeting that It reminds us of what is memorable in marketing, especially when technology is used creatively.
The manager stated that the 87 percent of the winning campaigns have in common that they give the same messages and what they do very well is understand the present and have the opportunity to play with the angles.
“Building an advertising memory is extremely difficult in a world where the consumer receives more than five thousand advertising stimuli,” he warned when he presented a very interesting percentage within the study, which is that more than 50 percent of the success of a campaign is justified by the creative quality of the pieces.
This research that measures creativity in Mexico reminds us how important the idea has become in a business, that is, the guideline in advertising agencies.
“What is important in the context of what the Effies are, if on the one hand it is recognized that it is the most important event in the industry in Mexico today, having a study like this gives very good clues as to what the points are. of consideration, the benchmark at the level of results, methodologies, the types of campaign that the industry should consider.
A study like this indicates the keys to gold, to seek to do a better job not only because Effie can measure it, but so that the agencies have a very clear idea of where the standard of quality and success should be for a campaign.