CREATIVE DIRECTOR SAYS AWARD-WINNING ADS WORK
By Adnews Staff
Award-winning TV ads do move product, according to a study done by Leo Burnett's worldwide creative resources director Donald Gunn. He says that he found 86% of the award winning commercials he studied translated into marketplace success. In absolute numbers, 117 commercials met hard data objectives. Another 55 were successful against attitudinal, image or reputation-related goals. The other 28 looked at were failures for one or all of three reasons: the strategy was wrong, the creativity didn't connect with the target or the goals were unrealistic.
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