An entity I’ve not heard of before took it upon themselves to designate the year’s most effective print ads. The one above from RPA in Santa Monica was found to be effective, as was this one by Draft/FCB:
I am partial to one word headlines, but no one I know would put the Kraft ad in their portfolio; yet, researchers claim it’s an effective ad. It is an example of branded utility, I’ll give it that. In fact, recipes and coupons are found throughout the winners. Which tells us consumers will pause at a clever line or pretty picture, but there better be some value there for them, or the page is forever turned.
It’s also possible that this research is horribly flawed.
If you, or your agency, wants to share your own examples of ads that work(ed), please send them our way.
[via Ad Age]