Revealed: The most creatively effective digital & TV ads in Southeast Asia

The marketing data and analytics company, Kantar, revealed the winners of the 2023 Creative Effectiveness Awards in Southeast Asia, recognizing the most impactful ads of last year.

Throughout 2022, Kantar’s creative testing solutions were used to evaluate a thousand digital, social and TV ads from Southeast Asia. The awards celebrate those that were most effective at driving sales and increasing long-term brand equity.

The winning ads also embody the key trends which set apart the most effective ads, acting as a creative beacon for the industry during a time when creativity and effectiveness are ever-more important. New analysis recently co-published by Kantar and WARC found that the most creative and effective ads generate greater than 4X profitability.

This year’s winning ads come from a diverse range of brands, categories, and markets using different creative approaches to engage consumers and be memorable:

Digital and Social In no particular order

TV In no particular order

The foundations of good advertising hold true, like:

• Having clear marketing objectives with brilliant execution
• Being distinctive and meaningfully different
• Triggering an emotional response
• Staying close to the consumers
• Staying up to date in an industry that never rests

Kantar’s validated ad testing solutions determine each ad’s ability to contribute to brand equity and drive sales.

In 2022, four themes set apart the most effective ads in Southeast Asia:

Simplicity – With simplicity at the heart of outstanding...