INSIGHTS
The Creative Dividend: Advertising That Pays Back
Published by System1 and Effie, The Creative Dividend is a new book that brings together large-scale creative measurement and effectiveness case evidence to demonstrate how creativity and media work best together. The research draws on Effie Insights, our soon-to-launch global database and content hub, and System1’s Test Your Ad Competitive Edge database. […]
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Daisy vs Scammers
British telecommunications company O2 operates in a highly competitive and increasingly commoditised market. It faces pressure from both sides: major network operators, which invest significantly more in media and share of voice, and lower-cost challenger brands, which compete aggressively on price. O2 must find new ways to justify its price premium and strengthen its brand credentials. […]
The Recycling Dance Positive Change
Past governmental initiatives had often been met with skepticism and mistrust, stemming from experiences with mismanagement and broken promises. Romanians commonly perceive state-backed environmental campaigns as bureaucratic, inefficient, or prone to corruption (GfK Romania, 2022). […]
Greenpeace, The Dead Sea
Denmark is a seafaring nation with over 7,000 km of coastline, and no Dane lives more than 50 km from the sea. The ocean, fjords, and local waters are central to Danish identity — emotionally, culturally, and environmentally. Yet despite this close connection, the sea’s health has long been taken for granted. […]
The Wavy Cut
In Spain, crisps are more than a snack — they are part of social and cultural moments, from aperitifs to family gatherings. Between 2013 and 2023, per capita consumption of potato chips grew 150%, the fastest increase among all food categories, with the segment rising nearly 11% in value in 2023, especially driven by premium products. […]
Refreshing the Legend: How Zlatý Bažant Radler Rode Back to Fame
Slovakia’s beer market has been in long-term stagnation, with radlers comprising 14% of total volume—a significant share compared to neighboring countries. Zlatý Bažant Radler 0,0, the original Slovak radler brand, had lost cultural relevance and faced a sharp four-year sales decline, competing against Birell, an aggressive, high-spending rival with 52% larger media budget. […]
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Unboxing modern brand building in the creator era
For the third year running, Kantar and Effie Awards Europe reveal the strategies behind Europe’s most effective and resonant campaigns, showing how marketers are navigating the challenges and opportunities of a fast-evolving co-creation space. […]
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True ID Card
While makeup is often seen as a way to cover up, the research revealed something very different: 64% of makeup users under 25 — and 74% of NYXpm consumers — say they actually feel more themselves when wearing makeup. This powerful insight inspired the “True ID Card” campaign, which went viral and helped drive the strongest commercial results in the brand’s history. […]
Making Effectiveness Happen
There’s lots of talk around creating cultures of effectiveness, but what is in short supply is clear guidance on how to create them. Packed with applicable insights, tactics, and principles, the report is designed to help you make effectiveness happen within your teams. […]
