These Were the Most Effective Ads of 2020, According to Kantar

A Heineken campaign took the top spot

Heineken ad of people in a bar
Heineken took the top spot in the Kantar Creative Effectiveness Awards. Heineken

The impact on creative work during the Covid-19 pandemic prompted growth in solemn messaging as marketers aimed to hit the correct mood of the world. But effectiveness research from data insights company Kantar has discovered that humorous ads resonated best with audiences, placing a Heineken campaign at the top of last year’s work.

@stephenlepitak stephen.lepitak@adweek.com Stephen is Adweek's Europe Bureau Chief, based in Glasgow.