Epica Awards are ‘creative prizes judged by journalists’. I have been a keen follower of the awards over the years (see here) as one gets to see non-English work from several European countries (among others) across interesting categories such as media innovation and product design. The 2021 winners of Epica Awards have been announced. Here is a selection of work which caught my eye: SingleCut Beersmiths : the IPA that will teach you guitar Alcohol…
Creating clutter breaking advertising is difficult. Not surprisingly, a majority of the ads are not just mediocre but are totally ignored by consumers. During my stint in ad agencies, I too have had my share of such run-of-the-mill ads. As a token of appreciation for those crafting good ads, I attempt to share a compilation of creative ads every week (and some occasional commentary on the business of advertising). In this week’s list: B&Q: later means never As…
Our brain loves lists and there are 8 reasons for it, according to New Yorker. Towards the end of every year, we see ‘best of’ lists across categories. Advertising is highly subjective – what may be liked by one could be hated by another. But I guess most of the ads in my picks of best ad campaigns of 2020 would be universally liked. Here are some more ads (in no particular order) which were…
In the marketing mix, investment behind media buying is perhaps the most expensive, especially when it comes to high value media properties such as the Super Bowl in the US or the IPL in India. So it is understandable if brand teams are anxious to ensure the correct brand attribution. When the viewer associates an ad with that of a competitor, referred to as brand misattribution, it is as if all the effort was to…