Kantar sat down with the global marketing team and agency to unpack the brand’s winning formula.
Diageo’s Johnnie Walker brand was the most awarded business in Kantar’s 2022 Creative Effectiveness Awards, walking away with category wins in Thailand, Mexico and the UK. , revealing seven key pillars its advertising and marketing strategy relies on.
A closer look at Kantar’s subset of breakthrough brands reveals that they are more than 35% more likely to have emotive clarity. In other words, they are good at defining their emotional territory. Not only are brands with stronger emotive clarity more likely to be top of mind for consumers, they also tend to innovate more meaningfully, communicate more creatively, are better at experience and tend to be more responsible brands.
The third pillar is the ability to nail the brief. The most effective advertising tends to be born out of a stellar creative brief which is channel agnostic, leaving room for creativity. It requires a shared belief in the work and close collaboration. This is often easier said than done. Collaboration is easy when things are going well but not so easy when things aren’t going well.
Successful brands are able to balance being distinctive and creatively brave with the brand’s inherent brand cues which are familiar to consumers. As Johnnie Walker’s marketing team concedes, advertising that doesn’t work is because the message has been overcomplicated and has moved away from the brand’s iconic roots. Creating a culture of effectiveness requires leaning into the learnings — but without losing the engaging heart of the idea.
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