Adzact Awards 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
Flora McPhail and Tom Gatten were joined by marketing experts to discuss the topic.
Guests
Ciera Fowler, ML Team Lead, Ori
Matteo Tadjo-Kotch, Senior Product Marketing Manager, Docusign
Param Gopalasamy, Senior Content Marketing Specialist, OneTrust
Sarah Povey, Vice President Regional Marketing, ArgusMedia
Christabell Briggs, Senior Marketing Campaign Manager, TransUnion
Alex Venus, Head of Digital and Web Marketing, Personio
The Nominated Ads
Remarkable
Authenticity and Engagement: Alex Venus praised the polished production but suggested a more genuine approach to enhance relatability. He recommended a less scripted and more authentic delivery. Including captions would significantly improve engagement on LinkedIn, as many viewers might not have the sound on.
Simplicity: Simplifying the production to feel more relatable can enhance its appeal. Christabell Briggs mentioned that it felt simulated and suggested that a more natural and less polished presentation could resonate better with viewers. Matteo Tadjo-Kotch added that the ad could benefit from a more direct approach highlighting its unique features.
Dynatrace
Creativity and Clarity: Ciera Fowler found the ad engaging and humorous. Adding clarity on the product’s benefits would make it stronger. Param Gopalasamy highlighted the need for a clearer value proposition, suggesting it should emphasize why one should choose this product over others in the crowded space.
Explicit Messaging: Increasing explicit language to explain the product’s value proposition early in the ad can enhance understanding. Sarah Povey appreciated the humour but recommended a stronger focus on how Dynatrace solves specific problems. Matteo Tadjo-Kotch also noted that the ad's humour should be closely tied to the product's key features to ensure it delivers a clear message.
Intelligence Fusion
Thematic Approach and Execution: Christabell Briggs appreciated the dramatic impact and thematic approach. Param Gopalasamy commended the stop-motion style for effectively conveying constant vigilance.
Differentiation: To differentiate, incorporating unique elements that clearly define what sets the product apart is recommended. Alex Venus noted that the ad could improve by avoiding generic stock footage and focusing more on specific threats and solutions. He added that it needs more specificity to stand out.
SoftServe
Production Value and Engagement: Sarah Povey highlighted the ad's high production value and clear messaging, stating that it felt well-produced and clear. Matteo Tadjo-Kotch suggested streamlining the content to focus on key messages, recommending cutting it in half to help maintain viewer interest.
Narration: Including narration to complement the text would enhance its effectiveness on LinkedIn. Ciera Fowler added that having the narration over it would have been a nice balance, emphasizing the importance of making the message accessible even without sound. Matteo emphasized that narration could also help in maintaining a consistent tone throughout the ad.
L&T Technology Services
Emotional Impact and Creativity: Christabell Briggs noted the strong emotional impact and creative approach, saying it has a strong emotional impact. Alex Venus recommended strengthening the messaging by linking visuals to the product’s benefits, suggesting that the narrative should stay focused on the core value proposition.
Focus: Keeping the narrative focused on the core value proposition and shortening the ad to maintain attention is advised. Param Gopalasamy appreciated the teamwork theme but suggested clearer connections to the product's benefits, noting that it sometimes felt a bit disjointed. Matteo Tadjo-Kotch added that the emotional elements should be better integrated with the product’s features to maintain viewer interest.
Thoughtworks
Clarity and Tone: Sarah Povey praised the ad for its clear and concise communication, remarking that it demonstrates the product well. Alex Venus suggested maintaining the conversational tone while avoiding business jargon, advising to be explicit if taking a no-nonsense tone.
Visuals and Messaging: The effective use of animations and stock videos to illustrate points was highlighted positively. Ciera Fowler admired the visualization of sorting out code, expressing a bit of jealousy for not thinking of that approach herself. Matteo Tadjo-Kotch appreciated the blend of humour and clarity, suggesting that this approach could be a best practice for similar ads.
And the Winners Are…
We are excited to announce that the ThoughtWorks ad has triumphed as the overall winner of this Adzact Community Ad Awards. ThoughtWorks excelled across all categories, garnering the highest score and setting an exemplary standard for effectiveness and engagement in digital advertising.
Category Winners:
Audience Relevance: SoftServe
Creativity and Originality: Dynatrace and L&T Technology Services
Emotional Impact: L&T Technology Services
Message Clarity: ThoughtWorks
ThoughtWorks' ad excelled by delivering a compelling and relatable message, using creative visual and textual elements that resonated deeply with its target audience. Its clear communication and practical solutions exemplified its deep understanding of audience needs, helping it connect emotionally while providing valuable insights.
Congratulations to ThoughtWorks and all the participants!
