North America
CREATIVEEFFECTIVENESSAWARDS 2024
Key themes in great creative
NA Creative Effectiveness Awards 2024
North AmericaTV and Digital/Social winning ads
North AmericaKey Themes in great creative
Key Themes in great creativeGaining Attention
Key Themes in great creativeCreating Engagement
Key Themes in great creativeDelivering Meaningful Difference
Key Themes in great creativeElevating for Channel Context
About Kantar Creative Effectiveness Awards
Thank you for readingCreative Effectiveness Awards 2024
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Welcome to a celebration of the most creative and effective ads tested by Kantar on behalf of our clients in North America in 2023.
While Kantar has recognized the top performing ads globally for five years, this is the first time we have focused specifically on ads tested within USA and Canada. All the ads which have reached our list of winners have been rated by consumers as being strongly likely to drive brand predisposition, in both the short and long-term. In addition, our NA creative team has added a qualitative component, reflecting our view of true creative standout.
As well as identifying the ‘best of the best’ in the opinion of consumers, this document outlines some of the key factors we know drive effective advertising today, in both TV and Digital contexts. Showcasing and illustrating with our 2024 winners, we recognize practical guidelines for gaining Attention and Engagement in a consumer-controlled world. We illustrate how the most effective creative delivers meaningful difference for the brand, to drive genuine impact. And we identify some essential directions for making great digital content in an increasingly complex channel context.
Our congratulations to the winning advertisers and their agencies.
