MAM
TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022
Mumbai: Advertisers increased their advertising and media investments in 2021, as lockdown restrictions in many markets started to ease, with further investment in digital platforms. Digital ad spend saw a growth of 30.5 per cent, compared with 19.2 per cent overall, and more media channels became digitalised, according to data-driven insights and consulting company Kantar. The company revealed the results of its Creative Effectiveness Awards, recognising the most impactful ads of last year, as judged by consumers.
Throughout 2021, Kantar’s Link creative testing platform was used to evaluate more than 13,000 TV, digital, print and outdoor ads in 75 markets. The awards celebrate those which were most impactful in building brands, driving sales and increasing long-term equity. As well as recognising the best creative work of the year, the awards showcase the ‘creative sparks’ – the common themes which set apart the most effective ads, and underline some of the key market trends influencing advertising in 2021.
An accelerated shift to digital
“These dynamic trends create significant opportunities for new types of creative expression in advertising, both online and offline. Channel fragmentation means a greater need to understand ad effectiveness than ever. The integration of Behavioural Science techniques, better automation, and faster, more granular insights mean creative testing should be part of every team’s development cycle,” commented Kantar EVP creative and media solutions Jane Ostler. “And of course, the universal principles still hold true; when you combine clear marketing objectives with brilliantly executed creative, we see effectiveness in action.”
Winning ads reveal the ‘creative sparks’ to ignite effectiveness
Across the 13,000+ adverts analysed using link, Kantar’s validated ad testing solution, Kantar identified five ‘creative sparks’ that set the most effective executions apart:
Ad breaks go social:
The winning TV ads in this year’s awards demonstrate a clear move towards infusing direct references to digital environments and themes. This could be a deliberate attempt to acknowledge the existence of online platforms, which many of us are immersed in for hours each day. Including visual cues from the digital world undoubtedly makes TV ads more compelling and more absorbing to watch.
In eighth place in the top 10 TV ads of the year, Chupa Chups XXL Flavour Playlist TV spot is one example of this trend in action. “We are delighted to have our work recognised by Kantar. Our goal was to use the launch of our new product as an opportunity to extend the brand’s reach and relevance among young adults,” Perfetti Van Melle senior brand manager Jordi Rosell said. “One of the key things we wanted to capture was the independence, assertiveness, and rebellious spirit of young people. The creative approach was designed to break with tradition, using references to TikTok, gaming and other cultural touchpoints in a way that reflects their lives, while giving prominence to the unique features of the product.”
Every second counts:
With winning ads ranging from six to 136 seconds long, the awards show you can effectively tell a story at any ad length. While digital ads are often short to reflect our online attention span, one of the winners in the digital category is a two minutes and 15 seconds long ad for Colombian beer brand BBC, which uses an unusual and distinct graphic style soundtracked by a jazz track that draws viewers in.
Global campaigns, local heroes:
Many brands want to build a consistent perception amongst viewers globally, but local understanding is key to creative choices that are effective and support the global brand vision. Diageo brand Johnnie Walker scooped awards for ads in the UK, Mexico and Thailand with effective local executions which contribute to a consistent global strategy.
Show, don’t tell:
Even with the myriad of new developments and sophisticated ways to stretch creative boundaries with advancements in visual and audio techniques, our winning ads show that the product demo is still as effective as ever.
In first place in the TV category, Mitre 10’s “With you all the way” spot is a stand-out example of a product demo that is natural and maintains the flow of the ad. “‘With you all the way’ is a promise of partnership. We’re there to help our customers build confidence in their ability to get the job done right,” Mitre 10 chief marketing officer Jules Lloyd-Jones commented. “With a touch of humour thrown in, the ad creative reflects that promise and centres on our greatest asset – our people. Leaning into that differentiator, the aim was to take us from retailer to trusted project partner for our customers, really inspiring them to love where they live, work and play. We’re so pleased the ad has landed so well with Kiwi customers and we’re honoured to see the campaign recognised internationally in the Creative Effectiveness Awards.”
Make them smile:
Laughter has long been a staple in advertising. But the last twenty years have seen a steady decline in the use of humour as a result of the purpose-based marketing boom, and as brands looked to communicate sensitively during the pandemic. Recent analysis from Kantar shows that humour is a powerful tool in creating ads which are expressive, involving and distinct. Award winners from Rappi, Zespri, Amazon and Chromebook show that bringing humour back into advertising pays off.
On Wed, Apr 27, 2022 at 7:37 PM Anupama Sajeet <anupamas@indiantelevision.co.in> wrote:
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
