To give context to the 2022 Global Best of the Best Effie Awards, Ipsos’ SVP of Creative Excellence Pedr Howard analyzed the Global Grand contenders to uncover creative effectiveness insights.
The analytical framework used in the awards analysis was originally presented in Adam Sheridan’s book, “Misfits,” that delves into how creativity in advertising sparks brand growth. Using this framework, Pedr and his team uncovered that contender and winning Best of the Best Effie cases over-indexed on inspiring empathy, as compared to creative experience and creative ideas. And overwhelmingly, a combination of creativity and empathy drove effectiveness.
Explore the Global Best of the Best Winners Showcase tu and order your copy of Misfits tu.
