The Most Effective Campaigns of 2022 Came From KFC, Cadbury and Starbucks

After a 10-year decline, humor is back in advertising, Kantar finds

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Campaigns from Starbucks, KFC and Cadbury have been named as some of the most effective pieces of marketing internationally over the last year, with the use of humor taking center stage, according to Kantar’s Creative Effectiveness Awards.

In addition to revealing the top brand campaigns across the three categories, Kantar has identified several trends from reviewing more than 13,000 pieces of creative work from 2022. Those include ads from fantastical new worlds, those aiming to touch viewers’ souls, attempts to deliver a simply-told message, those featuring global responsibility and an ambition to deliver fun.




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