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Lessons brands can learn from the winners of Kantar's Creative Effectiveness Awards

<ul><li>Here are the top 20 most creative and effective ads from 2020. </li><li>Kantar’s validated ad testing solution also identified five habits from the most effective advertisers.</li></ul><br />Throughout 2020, Kantar, the world’s leading data-driven insights and consulting company, tested more than 10,000 adverts for clients around the world. Today, Kantar reveals the adverts that performed most effectively. What makes the <a href="https://www.kantar.com/campaigns/creative-effective" target="_blank">Kantar Creative Effectiveness Awards</a> different from other creativity awards is that consumers are the jury. <br /><br />Kantar’s COVID-19 Barometer <a href="https://www.kantar.com/Campaigns/Covid-19-Barometer" target="_blank">research </a>showed people wanted advertising to continue during the pandemic, as it provided a sense of normality at a time of 24-hour COVID news cycles. Further <a href="https://www.kantar.com/Inspiration/Coronavirus/COVID-19-has-not-changed-consumer-attitudes-to-advertising" target="_blank">research</a> showed that, for the most part, consumers were processing content in the same way as they did before. Those advertisers that held their resolve and invested in their brand during the creative investment downturn saw their bravery rewarded.<br /><br />Across the year, and the 10,000+ adverts analysed using <a href="https://www.kantar.com/Expertise/Advertising-Media-PR/Creative-Development-and-Evaluation/Advertising-Development-and-Testing" target="_blank">Link</a>, Kantar’s validated ad testing solution, five habits from the most effective advertisers were identified. <br /><br /><ul><li>Be distinctive: Create the ability to be noticed and remembered in a world where there’s a profusion of ads. Your ad is not just competing in its category. It is competing for attention against the world. Stand out from the category as a minimum, and ideally from any other advertising.</li><li>Brand intrinsically: Make sure that the attention won by the ad is at the service of the brand. Get your branding cues right. A surprising number of companies forget this basic rule.</li><li>Be meaningfully different: To grow market share or defend premium pricing you need to fulfil consumers’ functional, emotional and social needs in the category AND illustrate your uniqueness compared to the competition.</li><li>Trigger an emotional response: Making the viewer feel something wins engagement for the ad, bypassing the natural tendency to screen out advertising. It also has positive effects on the brand’s emotional associations.</li><li>Talk with your consumer: Successful marketers know they can get ‘too close’ to their creative journey and lose perspective, so they listen to viewer feedback during creative development.</li></ul>Commenting on this year’s winners and the five habits of creative effectiveness, Daren Poole, Global leader of Kantar’s Creative Domain offered “At Kantar, we love great creative content, and we love it even more when that creativity is harnessed to deliver against brand and marketing objectives. Our winners today are from a diverse range of products and categories, and, as our report shows, use many different tactics in their creativity. The commonality they share is a commitment to creative excellence and a focus on ensuring their work performs exactly as intended.” <br /><br />Kantar’s <a href="https://www.kantar.com/Expertise/Advertising-Media-PR/Creative-Development-and-Evaluation/Advertising-Development-and-Testing" target="_blank">Link solution</a> is the world’s most trusted ad testing solution, having been used over 215,000 times. It offers predictive and diagnostic measures to guide ad optimisation to maximise that ROI. With Link Now available on Kantar Marketplace ads can be tested with confidence in as few as 6 hours. The Link measures that underpin our awards are the ‘Short-term Sales Likelihood’ and ‘Power’. STSL is the probability that an ad will drive a short-term sales response. Power is a measure of an ad’s potential to contribute to a brand's longer-term equity. Both headline measures are validated against real life outcomes to ensure we are getting a read of both creative excellence and brand outcomes.<br />The most creative and effective ads of 2020 were:<br /><br /><strong>Heineken USA<br />Agency: Publicis<br /><br />          <div type="Youtube" id="dD6r53DWxwk" title="Heineken | Cheers to all" thumbUrl="https://i.ytimg.com/vi/dD6r53DWxwk/mqdefault.jpg"></div></strong><br /><strong>Bosch Germany<br />Agency: C3 Creative Code and Content (Stuttgart)<br />          <div type="Youtube" id="nemoQhysUH8" title="Einfach anbringen, ausrichten, abmessen. Atino von Bosch." thumbUrl="https://i.ytimg.com/vi/nemoQhysUH8/mqdefault.jpg"></div><br />Burger King France<br />Agency: Buzzman <br />          <div type="Youtube" id="vAFL7J2WPAc" title="BURGER KING - CONSIGNES 2 SÉCURITY - THE RETOUR FEAT. FRED TESTOT AGAIN" thumbUrl="https://i.ytimg.com/vi/vAFL7J2WPAc/mqdefault.jpg"></div><br />SheaMoisture USA<br />Agency: BBDO New York and JOY Collective<br />          <div type="Youtube" id="vTdwHRf28zY" title="SheaMoisture It Comes Naturally" thumbUrl="https://i.ytimg.com/vi/vTdwHRf28zY/mqdefault.jpg"></div><br />Samsung USA <br />Agency: R/GA</strong><br />          <div type="Youtube" id="PVwirX7Nomk" title="Make their year, with Galaxy Buds Live | Samsung" thumbUrl="https://i.ytimg.com/vi/PVwirX7Nomk/mqdefault.jpg"></div><br /><strong>Milka France</strong> <br /><strong>Agency: DAVID Madrid</strong>          <div type="Youtube" id="WQtw4y2RrV4" title="Milka - A lot of Chocolate (SLO)" thumbUrl="https://i.ytimg.com/vi/WQtw4y2RrV4/mqdefault.jpg"></div><br /><strong>Google USA<br />Agency: Google Brand Studio<br />https://www.ispot.tv/ad/ZFut/google-find-your-scene-song-by-hall-and-oates<br /><br />Tena UK<br />Agency: AMV BBDO, London<br />        <div type="Youtube" id="y71F7wUyyPk" title="New TENA Silhouette Washable Underwear" thumbUrl="https://i.ytimg.com/vi/y71F7wUyyPk/mqdefault.jpg"></div><br />TD Canada<br />Agency: Leo Burnett<br />        <div type="Youtube" id="0SqcViUYeZI" title="TD Business Banking – 24/7 to Keep your Business Moving" thumbUrl="https://i.ytimg.com/vi/0SqcViUYeZI/mqdefault.jpg"></div><br />Adrenaline Rush Russia<br />Agency: KAPIBARA<br />        <div type="Youtube" id="9-eYXLMe_9E" title="Да, мне больше всех надо!" thumbUrl="https://i.ytimg.com/vi/9-eYXLMe_9E/mqdefault.jpg"></div><br />YouTube Kids USA <br />Agency: Droga5 <br />        <div type="Youtube" id="6pKyIY41Yjw" title="YouTube Kids: An app made just for kids" thumbUrl="https://i.ytimg.com/vi/6pKyIY41Yjw/mqdefault.jpg"></div><br />Avocados from Mexico | USA <br />Agency: Energy BBDO Chicago<br />        <div type="Youtube" id="wq901GWbZ8w" title="Avocados From Mexico: Super Bowl Commercial - Shopping Network" thumbUrl="https://i.ytimg.com/vi/wq901GWbZ8w/mqdefault.jpg"></div></strong><br /><strong>Gatorade Chile <br />Agency: TBWA / Chiat de Los Ángeles</strong><br />        <div type="Youtube" id="KChk_DDgzKg" title="GATORADE GOAT: los más grandes de todos los tiempos" thumbUrl="https://i.ytimg.com/vi/KChk_DDgzKg/mqdefault.jpg"></div><br /><strong>Toyota Corolla Canada<br />Agency: The Showroom<br />        <div type="Youtube" id="rXKB3aISYYY" title="Toyota | Pedal - Corolla" thumbUrl="https://i.ytimg.com/vi/rXKB3aISYYY/mqdefault.jpg"></div><br />Kozel Slovakia<br />Agency: Armada<br />        <div type="Youtube" id="E9uZ70-WUVI" title="Kozel beer: Pimp Our Goat" thumbUrl="https://i.ytimg.com/vi/E9uZ70-WUVI/mqdefault.jpg"></div><br />Nissan Sentra USA<br />Agency: NissanUnited</strong><br />        <div type="Youtube" id="WCVUUbcVI9o" title="All-New Nissan Sentra | Refuse To Compromise" thumbUrl="https://i.ytimg.com/vi/WCVUUbcVI9o/mqdefault.jpg"></div><br /><strong>Panadol Actifast Malaysia <br />Agency: Grey Group Singapore<br />      <div type="Youtube" id="A3730gNVAN0" title="Panadol Actifast - Delivery Man (30s)" thumbUrl="https://i.ytimg.com/vi/A3730gNVAN0/mqdefault.jpg"></div><br />EBay Australia<br />Agency: Che Proximity Australia      <div type="Youtube" id="NGDWMTtBzgk" title="eBay Plus | Free Express Metro Delivery 15&quot;" thumbUrl="https://i.ytimg.com/vi/NGDWMTtBzgk/mqdefault.jpg"></div><br />Siemens Home Appliances Turkey<br />Agency: MullenLowe Istanbul<br />      <div type="Youtube" id="2_mp960ayzs" title="Fırında balık pişirirken… Sizin evde kontrol kimde?" thumbUrl="https://i.ytimg.com/vi/2_mp960ayzs/mqdefault.jpg"></div><br />Hershey's Kisses USA<br />Agency: mcgarrybowen</strong><br />      <div type="Youtube" id="BxtxrNs7dFU" title="HERSHEY'S KISSES | Bells to Blossoms :15" thumbUrl="https://i.ytimg.com/vi/BxtxrNs7dFU/mqdefault.jpg"></div><br /><br />

Here are the top most creative and effective global ads from 2020 and five habits you can learn from it as a marketer

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country.<br /><br />Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. <br /><br />During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners.<br /><br />Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.”<br /><br />Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team.<br /><br />“Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.”<br /><br />Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.”<br /><br />Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.”<br /><br />Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.”<br /><br />Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are:<br /><br /><b>Grand Prix: </b>Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul><b>The Ruby: </b>The most creative, innovative and data-driven work with demonstrable business results<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul><b>Media Innovation: </b>Brilliant media planning that drove business results<br /><br /><ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul><b>Best Multi-Video Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul><b>Best Long Form Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul><b>6-Second Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad<br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul><b>Best Collaboration: </b>The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.<br />

YouTube announces Winners of first India edition of YouTube Works Awards

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>YouTube</span></p><p class="caption">State Farm's recent ads have featured various football and basketball stars.</p></div><p></p></div></div></p><ul class="summary-list"><li>State Farm, America's largest insurance provider, said it will stop using the agency of record model for its ad business, joining the ranks of other big advertisers like General Mills.</li><li>One goal is cost cutting. The insurer slashed its marketing budget by 15% last year, per Kantar.</li><li>State Farm's move is a loss for DDB, which has worked with the company for decades and created the "Like a Good Neighbor" campaign in the 1970s. State Farm moved its creative work to another Omnicom agency, The Marketing Arm.</li><li>State Farm said it's working on a new campaign aimed at tech-savvy consumers that will debut next year.</li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</strong></li></ul><p>State Farm has become the latest major brand to drop the classic agency-client model in another sign of challenges reshaping the ad industry.</p><p>The Bloomington, Illinois-based company, America's largest insurance provider and one of the country's top 50 advertisers, chose The Marketing Arm, an agency owned by holding group Omnicom, to lead its creative campaigns moving into 2020. It's a loss for State Farm's longtime agency of record DDB, also part of the Omnicom network. DDB created State Farm's classic "Like a Good Neighbor" ads that blew up in the 1970s thanks, in large part, to a jingle written by Barry Manilow.</p><p>"We want to leverage the full talent of our agency ecosystem, and the recent shift is another example of this philosophy," said Patty Morris, State Farm's director of brand content and development. "Our agency model will always be flexible."</p><p>One reason for the change may be efficiency; State Farm cut its marketing budget by more than 15% last year to $615 million, per market research firm Kantar <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword>. These figures may exclude some variables like SEO and social media marketing budgets.</p><h2>DDB, the agency behind "Like a Good Neighbor," will stay on State Farm's roster but still lose a good bit of work </h2><p>Morris said the decision came after an extensive internal review and a yearlong period during which DDB served as lead agency on State Farm's business. She said the firm would continue to handle "lower-funnel" marketing but confirmed its role will be diminished.</p><p>"We tried some things and learned some things," Morris said of this yearlong period. "We're not moving forward with the 'lead agency' model, but our relationship with Omnicom is still intact."</p><p>The Marketing Arm has had State Farm as a client for more than a decade, but the new role is a significant change since past work focused on areas like music festival sponsorships, contracts with individual artists, and TV or film integrations.</p><p>An Omnicom spokesperson declined to comment, and DDB has not responded to a request for comment.</p><h2>This shift marks another strike against the classic agency of record model</h2><p>In recent years, advertisers like General Mills have moved away from the agency of record model where a single agency is contracted to handle a brand's business. Instead, they're working with agencies on short-term basis.</p><p>These shifts have caused significant disruption in the ad industry as holding companies and their agencies struggle to recapture what were formerly reliable sources of revenue.</p><p>Repeated CMO surveys find that a perceived lack of innovation among agency partners, combined with a desire to take greater control of the work, often fuels these changes. Some companies, like State Farm competitors Liberty Mutual and Allstate, respond by developing in-house teams. Morris said her company will not take that route.</p><p>State Farm's move also seems to signify yet another strike against holding companies' effort to stay relevant by creating multi-agency divisions to serve a single client. An Omnicom team led by DDB adopted that approach to win McDonald's US account in 2016, then used it to win more <a href="https://www.businessinsider.com/internal-documents-reveal-how-omnicom-won-800-million-mcdonalds-account-2019-9">of State Farm's business</a> the following year.</p><p>After McDonald's awarded lead creative duties to Wieden and Kennedy in the US earlier this year, Business Insider <a href="https://www.businessinsider.com/omnicom-to-fold-mcdonalds-ad-agency-2019-9">reported that</a> We Are Unlimited, Omnicom's McDonald's agency, would fold into DDB Chicago.</p><h2>State Farm is developing a new message for tech-savvy customers</h2><p>In May, State Farm <a href="https://www.adweek.com/agencyspy/state-farm-calls-on-ddb-to-rework-here-to-help-life-go-right-tagline/156488/">had launched a review to replace</a> "Here to Help Life Go Right," its 2016 tagline developed by DDB to promote its message of providing insurance products for long-term planning. A source who worked on the campaign told Business Insider this effort polled poorly with consumers.</p><p>Morris said a new campaign, set to debut next year, will focus on the longstanding State Farm agent model and newer developments like the company's mobile app.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/japanese-melons-cost-price-so-expensive-japan-2019-6">These melons can sell for as much as $22,500 each in Japan</a></h3>        <div>                    </div>    </div>

State Farm becomes the latest marketer to drop the classic ad agency of record model after cutting its marketing budget by 15%

<p><strong><strong>Dick's Sporting Goods</strong></strong> strikes again with the help of <strong>Anomally</strong>. The dramatic new 60-second spot shows a number of young players training and performing on the field. It's set to an epic ballad and ends with the line "Every moment, every journey, every dream, every season starts at Dick's." </p>
<p></p>
<p><strong style="line-height: 1.5em;">Apple </strong><span style="line-height: 1.5em;">released a new ad called "Stickers" Monday night. The new spot, </span><a href="https://www.youtube.com/watch?v=7PzntWQ-sVY" target="_blank">which dropped last night</a> <span style="line-height: 1.5em;">just in time for Apple's earnings report, is set to a techno beat and shows MacBooks covered in different stickers from Homer Simpson to Cookie Monster. </span></p>
<p><strong>Yahoo </strong>acquired mobile ad service <strong>Flurry</strong> on Monday for an unreported price, rumored to be <a href="http://www.businessinsider.com/yahoo-buying-flurry-2014-7" target="_blank">somewhere in the hundreds of millions.</a> </p>
<p>New York-based digital agency <strong>Kettle</strong> tapped Amanda Hughes-Watkins as its new creative director and Crystal Ginn as senior producer. </p>
<p><strong>Omnicom Group</strong>'s net income <a href="http://www.adweek.com/news/advertising-branding/omnicoms-net-income-grew-13-q2-159020" target="_blank">shot up over 13% from last year</a>, reaching a high of more than $318 million, Adweek reports. </p>
<p><strong>Verizon</strong> launched a rewards program <a href="http://blogs.wsj.com/cmo/2014/07/21/verizon-offers-customers-rewards-in-return-for-ad-targeting-data/" target="_blank">that will benefit advertisers</a> by helping them produce more targeted ads. The mobile company will award customers if they provide information like their location, their app usage data, and other personal details, The Wall Street Journal reports. </p>
<p>A three-year-long court battle between agency <strong>WPP</strong> and Kantar and TRA, research and analytics company's owned by <strong>TiVo</strong>, ended on Monday with <a href="http://www.mediapost.com/publications/article/230424/three-year-court-battle-with-wpp-ends-with-1-dama.html?edition=74661">both sides agreeing to not move forward with a trial.</a>  </p>
<p><strong>Facebook</strong> launched a <a href="http://adage.com/article/digital/facebook-users-dvr-content-including-ads/294226/">new feature on Monday called Save</a>, Ad Age reports. With Save, users can bookmark anything from a link to a video that they see on their news feed. Users can even save ads, but advertisers will not be able to target ads if a user saves their page or video. </p>
<p><strong>Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:</strong></p>
<ul>
<li><a href="http://www.businessinsider.com/name-these-brands-by-their-signature-fonts-2014-7">Can You Identify These Brands By Their Signature Fonts Alone?</a></li>
<li><a href="http://www.businessinsider.com/the-programmatic-ad-report-2014-7"><span>THE PROGRAMMATIC ADVERTISING REPORT: Mobile, Video, and Real-Time Bidding Will Catapult Programmatic Ad Spend</span></a><span><br /></span></li>
<li><span><a href="http://www.businessinsider.com/taco-bells-breakfast-ads-did-not-work-2014-7"><span>Taco Bell's Ads Broke Some Important Rules, And Now They're Paying For It</span></a><span><br /></span></span></li>
<li><span><span><a href="http://www.businessinsider.com/how-vice-will-make-500-million-in-2014-2014-6"><span>How Vice Media Will Make $500 Million This Year</span></a><span><br /></span></span></span></li>
<li><span><span><span><span><a href="http://www.businessinsider.com/new-technologies-make-smartphones-less-cluttered-more-personal-2014-7">These New Technologies Are Making Smartphones Less Cluttered, More Personalized, And Better At Completing Tasks</a></span></span></span></span></li>
<li><a href="http://www.businessinsider.com/r-cbs-outdoor-buys-billboards-from-van-wagner-for-690-million-2014-21"><span><span><span><span>The Billboard Industry Is Consolidating</span></span></span></span></a></li>
</ul>
<p> </p>

Dick's Sporting Goods Beautifully Captures The Intensity Of Sports In New Ad [THE BRIEF]

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>AP Photo/Ng Han Guan</span></p></div><p></p></div></div></p><ul class="summary-list"><li>McDonald's recently shocked the ad industry by moving lead creative duties on its US <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> business to independent agency Wieden and Kennedy from Omnicom.</li><li>Internal documents show how the holding company giant initially won the business in 2016 with its "flex model" approach, which focused on using digital and data and spinning social media insights into content.</li><li>Sources told Business Insider the primary goal of the review was to achieve greater consistency in brand messaging and control the entire consumer journey rather than just save money.</li><li>The fast-food chain spent nearly $800 million on marketing that year, according to data-insights company Kantar Media.</li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</strong></li></ul><p>McDonald's rocked the ad industry with its recent decision to shake up its US agency model by <a href="https://www.businessinsider.com/internal-memo-from-mcdonalds-new-ad-agency-reveals-brand-strategy-2019-9">awarding lead creative duties</a> to independent shop Wieden and Kennedy, ending an exclusive relationship with holding company giant Omnicom.</p><p>The move came three years after the fast-food chain consolidated its nearly $1 billion stateside marketing account with Omnicom, which presented We Are Unlimited, its new unit dedicated to McDonald's business, as the "agency of the future."</p><p>Internal documents obtained by Business Insider, as well as conversations with sources who were close to the agency before, during, and after the pitch, show how Omnicom won the business.</p><p><em><strong>Read more</strong>: <a href="https://www.businessinsider.com/omnicom-to-fold-mcdonalds-ad-agency-2019-9">McDonald's demanded that Omnicom create an ad agency dedicated to its business. Now that unit will fold.</a></em></p><h2>The review focused on transforming McDonald's marketing by integrating digital and data </h2><p>According to a source familiar with the pitch, the new model stemmed from then-new McDonald's CMO Deborah Wahl's desire to fully integrate digital and data into the rest of the chain's marketing operations for the first time.</p><p>McDonald's primary goal was not to save money but achieve more consistent messaging and control over the entire consumer journey using data from McDonald's customers. </p><p>The scale of the chain's business in its largest region made this particularly challenging, but the source said McDonald's updated its internal marketing and production processes to support the new agency model. </p><p>For example, executives at McDonald's interviewed team leaders at multiple holding companies to identify potential workflow problems ahead of the pitch and designed the RFP to overcome the issues they identified.  </p><p>In terms of why Omnicom beat out rivals WPP and Publicis, the source said Omnicom's team was truly integrated across strategy, creative concepting, production, and media planning and buying, while Publicis simply mashed together the services of lead creative shop Leo Burnett with "digital business transformation partner" Publicis Sapient. </p><h2>Omnicom positioned its new "flex model," which focused heavily on insights from social media, as unique despite similarities to other agencies</h2><p>The second source said the Omnicom pitch focused heavily on its ability to respond in near-real-time to sentiments people shared about McDonald's on social media by creating a set of scheduled posts each day in response to data gathered the previous day. By noon, the agency would have content ready for McDonald's to send out across its social channels.</p><p>The internal documents reflect this winning approach, which Omnicom-owned We Are Unlimited and its parent company, Omnicom agency DDB Worldwide, dubbed the "Flex model." </p><p>Omnicom called the unit dedicated to McDonald's "Cortex," <a href="https://adage.com/article/agency-news/omnicom-launches-mcdonald-s-agency-unlimited/306783">describing it as</a> "a data-informed view of customers [created] by gathering insights in real-time from experts across digital, social, <keyword id="6354851" type="UNKNOWN" weightage="60" keywordseo="retail">retail</keyword>, behavior."</p><p>The holding company quickly adapted the model to pitch other clients, including Heineken, State Farm, Volkswagen, and the US Army. The deck demonstrates how DDB positioned the offering as unique within the industry - even while acknowledging its similarity to the approaches of rival agencies like GroupM, J. Walter Thompson, and R/GA.</p><p>Deborah Wahl left McDonald's in April 2017, less than six months after We Are Unlimited officially launched, and became Cadillac's CMO in March 2018.</p><p>Wahl did not respond to a request for comment, nor did representatives for McDonald's and DDB.</p><h2>These two documents show how Omnicom would structure its McDonald's team</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>We Are Unlimited</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>We Are Unlimited</span></p></div><p></p></div></div></p><h2>Later materials show how the same approach could be applied to other clients</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom</span></p></div><p></p></div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/warnermedia-molly-battin-marketing-exec-on-the-future-industry-2019-9">WarnerMedia exec reveals how the company's marketing strategy has changed to keep up with the audience</a></h3>        <div>                    </div>    </div>

Internal documents reveal how ad holding company giant Omnicom won the $800 million McDonald's account and used its model to pitch other advertisers

<ul><li><keyword id="168456" type="CITY" weightage="20" keywordseo="WPP">WPP</keyword> reported revenue 9.8% growth in H1, LFL revenue up by 16.1% (Q2 26.4%)</li><li>Shifting business mix: growth areas of experience, commerce and technology represented 26% of revenue less pass-through costs in H1.</li><li>Q2 LFL revenue less pass-through costs on 2019 1.3%: US 1.8%, UK 1.1%, Germany 6.3%, Greater China -1.7%, Australia -13.6%, India -2.6%.</li></ul>WPP released its H1 2021 performance today. It said that it has returned to 2019 levels a year ahead of plan. <br /><br />On the other hand, after registering a 16.3% fall in LFL revenue less pass-through costs in India Q3, WPP's India market is now at -2.6%. <br /><br /><b>H1 and Q2 financial highlights</b><br /><ul><li><b>H1 reported revenue 9.8%, LFL revenue 16.1% (Q2 26.4%)</b></li><li><b>H1 revenue less pass-through costs 5.0%, LFL revenue less pass-through costs 11.0% (up 0.5% on H1 2019)</b></li><li><b>Q2 LFL revenue less pass-through costs 19.3%: US 12.6%, UK 31.8%, Germany 20.3%, Greater China 1.4%, Australia 8.4%, India 30.0%</b></li><li><b>Q2 LFL revenue less pass-through costs on 2019 1.3%: US 1.8%, UK 1.1%, Germany 6.3%, Greater China -1.7%, Australia -13.6%, India -2.6%</b></li><li><b>Strong new business performance: $2.9 billion net new billings in H1</b></li><li><b>H1 headline operating margin 12.1%, up 3.9 pt on prior year with strong top-line growth supporting significant reinvestment in incentives</b></li><li><b>H1 headline operating margin pre incentives up 7.8 pt to 17.0%</b></li><li><b>Net debt at 30 June 2021 £1.5 billion, down £1.2 billion year-on-year reflecting good working capital management</b></li></ul><b>Strategic progress, shareholder returns and outlook</b><br /><ul><li><b>Shifting business mix: growth areas of experience, commerce and technology represented 26% of revenue less pass-through costs in H1</b></li><li><b>Launch of Choreograph, future-ready data and analytics company</b></li><li><b>M&amp;A to simplify and grow: buy-in of WPP AUNZ minorities; technology acquisitions in Brazil and UK; Kantar agreed to acquire Numerator</b></li><li><b>Continued recognition of creativity and effectiveness: most creative company at Cannes, collecting 190 Lions including 12 Grand Prix, 1 Titanium, 28 Gold, 57 Silver and 92 Bronze</b></li><li><b>Industry-leading commitment to net zero carbon emissions across entire supply chain by 2030</b></li><li><b>£248m share buyback in H1, £350m planned for H2; 12.5p 2021 interim dividend declared, +25%</b></li><li><b>Full year 2021 LFL revenue less pass-through costs growth now expected to be 9-10%; headline operating margin towards the upper end of the 13.5-14.0% range</b></li></ul>Mark Read, Chief Executive Officer, WPP:<br />“I’m delighted with our performance in the first six months of the year, at a time when COVID continues to take a toll on many countries. The like-for-like revenue less pass-through costs growth rate of 19.3% in the second quarter is our highest on record, as clients reinvest in marketing, particularly in digital media, ecommerce and marketing technology. We have returned to 2019 levels in 2021, a year ahead of our plan, with good momentum into 2022.<br /><br />We’ve also made very good strategic progress. Our recognition as the most awarded company at the 2021 Cannes Lions Festival reflects our investment in creative talent and the strength of our creative work over the past two years. Our focus on data, commerce and technology, through strategic acquisitions, organic investments and the launch of Choreograph, has supported a strong new business performance. Key assignment wins include AstraZeneca, Bumble, JP Morgan Chase and Pernod Ricard.<br /><br />In procurement, property and shared services, we are making strong progress as part of our overall transformation programme. We have significantly increased our incentive pools in the first half, to reflect the tremendous contribution of our people in these challenging times, and in line with our intention to reinvest in talent announced at our Capital Markets Day in December 2020.<br /><br />We expect our strategy to translate into benefits for all of our stakeholders: a powerful, modern offer to support our clients’ growth; a great place for our people to work; a positive contribution to communities and the environment; and good financial returns for shareholders, with the interim dividend raised 25% and £600 million of share buybacks planned in 2021.”

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