Revealed: the most creative and effective advertising in 2020, judged by consumers. And the secrets behind their success.


Great advertising needs to drive short term sales and build your brand in the long term. We analysed over 10000 ads we tested in 2020 to identify the best ads. 

Kantar’s Creative Effectiveness Awards are the only advertising awards judged by consumers. They celebrate winning ads that are both creative and effective: advertising that is distinctive and helps drive sales in the short term and creates meaningful impressions to build brands in the long term. We are proud to reveal the twenty most creative and effective ads from over 10000 we tested in 2020. 

2020 was a year like no other. Our work showed that people wanted advertising to continue, and that, largely, they were processing content in the same way during the pandemic as they did before. So, what made for effective advertising was unchanged.

Have a look at the winning ads, and download our complimentary booklet, 'The 5 habits of highly effective advertisers', to discover the winning creative tactics and habits that deliver return on creative investment.

Check our page on the Creative Advertising awards here.

About the awards

All ads were tested with Kantar’s Link pre-testing solution which is independently validated to predict how an ad will deliver ROI for brands in the short term and the long term. It’s the world’s most trusted ad testing solution, having been used over 215,000 times. It offers predictive and diagnostic measures to guide ad optimisation to maximise ROI. Available on Kantar Marketplace you can test ads with confidence in as few as six hours.