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

A Heineken campaign took the top spot

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

The Kantar Creative Effectiveness Awards, now in its second year, revealed the 20 most effective advertising campaigns. The awards ranked the highest-scoring campaigns by testing 10,000 ads with consumers to predict short- and long-term ROI.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in