Winning awards is one of those elements that advertising agencies look for and want, especially when it comes to highly recognized awards in their sector. The awards function as a kind of cover letter for potential clients, demonstrating the talent and quality of one’s work. In addition, they already function as a kind of wake-up call for customers, doing part of the work of presenting the brand and making it known. Brands and companies will look for the agency in this way, because they already have it present. Agencies are also using the awards as a kind of pole of attraction in the fight to attract talent.
But are prizes really valuable Honduras Cell Phone Numbers List in a pragmatic way? Are they really saying these are the best ads in terms of audience engagement, or are they simply positioning those ads that the advertisers themselves liked the most? After all, the films that win Oscars and other prominent film awards are not always the most successful at the box office and the most popular. Is it the same with advertising?The question is not new, and critics of advertising for advertisers have made it clear in the past that they consider these ads, as much as they impact other creatives, sometimes too complex to connect with audiences. In addition, and since they pay less and less attention to the messages of the brands, there is a risk that they will directly ignore what they are saying due to its excessive complication.Little impact on memory .
The most recent study on the matter has been carried out by Kan tar and published by Marketing Dive . Analysts have studied the ads that the Cannes Lions have won in this edition and have analyzed what impact they have on the image of the brand, both in the short and long term. The results of the study are devastating. Few ads work and, perhaps worse, the number of those that do is less than what was recorded years ago.According to their findings, only a quarter of this year’s winning campaigns have an impact on brand image, both short and long. Thus, consumers only managed to identify 25% of the brands that were linked to the messages easily.
The results show a decreasing trend. The winners of the 2019 edition are, according to the study, half as effective in brand image construction as the winners of five years ago.In fact, although some of the winning ads, such as the award-winning Viva la Vulva, show a very high engagement, they do not achieve similar data in enjoyment. Ads, they note in the study, are not generating the kind of emotions they should be looking for.Interestingly, the study has also identified another trend, which could have an impact on how consumers view brands and how they connect with ads. The winning ads show a decline in the use of humor in the ads, making them less and less enjoyable to watch.