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Of the five most liked South African ads measured by Kantar in quarter three of 2020, three were from Grey agencies
In the space of a week, we learnt that not only had the Grey group been ranked by WARC as the most successful agency network in terms of creative effectiveness, but also that of the five most liked South African ads measured by Kantar in quarter three of 2020, three were from Grey agencies.
Now, as any self-respecting APEX or Effie judge will tell you, the mere fact that your ad was liked by its audience is not evidence that the ad was in any way effective. Liking is not a measure in anybody’s marketing textbook, of effectiveness. ....

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