Three quarters of creative campaigns at Cannes Lions were unprofitable
Only a quarter of the brands that received prizes for creative advertising activations at the Cannes Lions international festival have a positive return on investment (ROI), according to a new Kantar study. Also, the winners of this year are 50% more effective than the brands that received prizes five years ago.
The main reason is the weak connection of advertising with the brand: only one quarter of the winners of the festival in 2019 were easy to associate with the brand, the report says. & Nbsp; In some cases, consumers could not remember the category of the advertised product.
According to Kantar’s global creative leader Darren Poole, too many creative prizes are being developed solely for rewards. “The decline in efficiency is staggering over time. Creative content should be recognized not only for its artistry or for solving a serious problem, but also for the fact that it should become an investment for the brand, exerting both short-term and long-term impact. Advertising without strong branding is entertainment at best, ”said the head of the agency.