Creative Effectiveness Lions 2023: Insights from the winners

Highlighting trends amongst the campaigns entered into the 2023 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
  • After a few years of decline in humour in advertising, 2022 saw an uptick and this year’s creative effectiveness winners reflected a more light-hearted approach, even to serious issues.
  • This year’s Creative Effectiveness category winners saw brand equity in distinctive assets used at the core of the campaign: the assets became the idea.
  • We are seeing a shift in purpose from brands driving change not as an obligation but as an opportunity to create shared value; benefiting both the business and the challenge or issue they are aligned with.
  • Be it to create behavioural change, drive ticket sales or raise...

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