Adzact Awards June 2024
Adzact convened a distinguished panel of B2B marketing leaders to evaluate the most exceptional ads from the past year. This selection was carefully curated from submissions by over 300 B2B marketing professionals who shared their top picks. The panel's review focused on multiple critical aspects: the effectiveness of early messaging, the capability to establish an emotional connection with the audience, precision in audience targeting, the creativity of the execution, and the overall impact of the strategy in delivering measurable results. The aim of this review was to spotlight those advertisements that not only captured attention but also excelled in achieving their intended marketing goals.
Hosts
Tom Gatten and Flora McPhail were joined by marketing experts to discuss the topic.
Judging Panellists
Tom Young, Digital Marketing Manager at Speechmatics
Ana Seco, Head of Growth at Doorway
Shanna McEachern, Senior Product Marketing Manager at Intuit
The Nominated Ads
Palo Alto Networks - "Precision AI"
The discussion on Palo Alto Networks' ad focused on its high production value and creative use of Keanu Reeves. Shanna McEachern appreciated the visual appeal but noted potential confusion due to niche references. She highlighted that while the ad was visually stunning and well-executed, it could alienate viewers unfamiliar with the references to "The Matrix." Tom Young emphasized the importance of balancing technical content with clear messaging, suggesting that future ads ensure broader audience comprehension without losing the core message. Overall, the ad demonstrated a bold approach but could benefit from more universal elements to enhance clarity.
Intuit Mailchimp - "Email is Dead"
Mailchimp's "Email is Dead" ad was praised for its bold approach to a common myth. Tom Young commended the initial impact, noting that the ad effectively challenged the misconception that email is obsolete. However, he suggested that the second half could be more concise for better engagement. Ana Seco appreciated the repurposing of event content to reinforce the message, highlighting the smart use of a Design Museum exhibit to draw attention. Shanna McEachern noted the ad's fun twist on addressing a significant concern, making it both engaging and thought-provoking. The ad successfully used humour and bold statements to capture attention while subtly reinforcing Mailchimp's ongoing relevance and innovation.
Intuit QuickBooks - Shock free Self Assessment
Intuit's ad featuring Frank Lampard was commended for its attention-grabbing and relatable approach. Flora McPhail noted the effective use of a celebrity to transition focus to everyday users, illustrating how QuickBooks benefits small business owners. Tom Young mentioned the potential risk of associating with fluctuating sports figures but acknowledged the ad's clear message. The ad effectively balanced star power with practical demonstrations, ensuring that viewers understood how QuickBooks simplifies financial management. The engaging storyline and relatable scenarios made this ad memorable and impactful, particularly for small business owners seeking reliable financial solutions.
ADP - "The 25th Hour"
The ADP ad stood out for its creativity and emotional resonance. Shanna McEachern emphasized its engaging narrative and post-pandemic relevance, noting how the ad tapped into the universal desire for more time. Tom Gatten appreciated the humour and originality, particularly the clever concept of an extra hour in the day. Tom Young found the ad's execution memorable, making it a clear winner for emotional impact. The ad effectively conveyed ADP's message of efficiency and support, demonstrating how their services could provide valuable extra time to businesses. The engaging and imaginative storyline ensured viewers remained invested and connected with the brand.
GoCardless - "Welcome to the New Era of Payments"
GoCardless' ad sparked mixed reactions. Ana Seco and Shanna McEachern found it visually appealing but were confused by its message. They noted the ad's innovative visuals and compelling music but felt the overall message needed refinement for better audience understanding. Tom Young appreciated the syncopation of music and visuals, highlighting the ad's unique style. However, he emphasized the need for clearer communication of GoCardless' benefits. The ad's bold and artistic approach was commendable, but future iterations could benefit from more straightforward messaging to ensure viewers grasp the core value proposition.
Deputy - "Winter Wonderland Hyde Park"
The Deputy ad was recognized for its clear depiction of product benefits through a real-life case study. Flora McPhail noted the ad's strong focus on solving pain points for the target audience, particularly in the context of managing staff at large events like Winter Wonderland.
However, Ana Seco and Tom Young found it less engaging compared to others, suggesting it would be more effective in a targeted setting. The ad effectively communicated practical benefits but lacked the emotional pull to engage a broader audience. Future ads could balance technical details with more engaging storytelling to capture wider interest.
And the Winner is…
After thorough evaluation, ADP's "The 25th Hour" emerged as the overall winner, excelling in creativity, emotional impact, and message clarity. Mailchimp's "Email is Dead" and Intuit QuickBooks' "Shock free Self Assessment " also received high marks for their innovative approaches and clear messaging.
Congratulations to all participants and winners! Your exceptional creativity and strategic thinking have set a high bar for digital advertising within the Adzact community. We look forward to your continued contributions and innovations in future campaigns.
