Home > NewsRelease > #131 Kantar Excellence Awards
#131 Kantar Excellence Awards
Denny Hatch -- Direct Mail Expert Denny Hatch -- Direct Mail Expert
For Immediate Release:
Dateline: Philadelphia, PA
Thursday, June 17, 2021



#131 Blog Post — Thursday, June17, 2017

Posted by Denny Hatch


A Scheme to Give Awards to the Worst
TV, Internet & Digital Commercials of 2020

    The World's Most Creative and Effective Ads
"Great advertising needs to drive short term sales and build your brand in the long term. We analysed over 10,000 ads we tested in 2020 to identify the best ads.
     "Kantar's Creative Effectiveness Awards are the only advertising awards judged by consumers. They celebrate winning ads that are both creative and effective: advertising that is distinctive and helps drive sales in the short term and creates meaningful impressions to build brands in the long term."
—Kanter Intro

Below Are the 20 Winning Kantar
"Creative Effectiveness Awards 2021"


































                            Takeaways to Consider
• I have 60 years' experience in direct marketing—a.k.a. accountable advertising and precise arithmetic. These ads are all manic and as unfocused as a giant Social Media cocktail party.

• All these ads are not judged on sales success. They were chosen by consumers who voted on their likeability.

• There is absolutely no way in hell to track the amount of product moved as a result of these ads. Not one of 'em can be judged on ROI.

• These are emphatically NOT "effective" ads.

• "Your job is to sell, not entertain."
   —Jack Maxson

• "I can't judge good marketing. It judges me. If can be shown to generate revenue and good ROI, it's good Advertising." —DH

• "Every time we get creative, we lose money."
   —Ed McCabe, President, RCA Record Club

A personal aside.  As editor and publisher of the WHO'S MAILING WHAT! newsletter and archive service, I was invited to be a judge of the Direct Marketing Association's ECHO Awards. This was heady stuff for me—a little industry squirt hobnobbing with the world's top agency executives and creative directors. We gathered at DMA headquarters in the Sour Apple to study and vote our choices for the best direct mail efforts of the year.
     I knew the most successful direct mail every year. My business was analyzing 1,800+ mailings a month and highlighting for my readers those that kept coming in over and over again—year after year. These repeats were the big winners—generating buckets of loot for the mailers (and for the copywriters if they were working on royalty basis).
     My great friend and mentor, guru Axel Andersson—was an equally avid student of direct mail as I. One day he called me from Florida with an amazing discovery. He had analyzed the prior year's ECHO winners and discovered only two percent of them were ever mailed a second time. That meant 98% of all the ECHO winners were failures—simply flash and filigree. It turned out ECHO was a sad-sack scheme among industry creatives to give each other awards for the trophy cases in their corporate waiting rooms. The object: to impress gullible prospective clients.
     I resigned from the committee. I was a nitwit to have become involved.

• "Awards are like hemorrhoids. Sooner or later every old asshole gets one."
   —Charlotte Rampling, "The Swimming Pool," 2003.


                        Now What?
First off, I urge you to sign up for Kantar's fat, fascinating PDF report on the 2021 Awards. It's free. No cost. No obligation.


What do you think about these ads and this business model? I believe readers of this cranky blog would love to have your take on the program—and awards in general.

I invite you to share your thoughts. Am I nuts—an ancient curmudgeon who believes advertising should make money? Do take a moment. Scroll down to the Comment Section below and have at me!


If you find getting into the Comment Section too onerous, send me your thoughts and I will enter them for you. I am: dennyhatch@yahoo.com.

Thank you.



Word count: 639

You Are Invited to Meet Denny Hatch and
See His
26-minute Geezer-Fast Yoga Routine

At age 15, Denny Hatch—as a lowly apprentice—wrote his first news release for a Connecticut summer theater. To his astonishment it ran verbatim in The Middletown Press.He was instantly hooked on writing. After a two-year stint in the U.S. Army (1958-60), Denny had nine jobs in his first 12 years in business. He was fired from five of them and went on to save two businesses and start three others. One of his businesses—WHO’S MAILING WHAT! newsletterand archive service founded in 1984—revolutionized the science of how to measure the success of competitors’ direct mail. In the past 55 yearshe has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing.


Denny Hatch
The St. James
200 West Washington Square, #3007
Philadelphia, PA 19106
215-644-9526 (Rings on my desk) 

Note to Readers:  
May I send you an alert when each new blog is posted? Ifso, kindly give me the okay by sending your First Name, Last Name and email to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. The blog is afree service. No cost. No risk. No obligation. Cancel any time. I look forward to being in touch!

Googleowns Blogspot.com and this Comment Section. If you do not have a Googleaccount — or if you find it too damn complicated — contact me directly and Iwill happily post your comment with a note that this is per your permission. Thank you and do keep in touch. dennyhatch@yahoo.com

Invitation to Marketers and Direct Marketers: 
Guest Blog Posts Are Welcome. 
If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. I am: dennyhatch@yahoo.com
215-644-9526 (rings on my desk).

You Are Invited to Join the Discussion
News Media Interview Contact
Name: Denny Hatch
Group: Denny Hatch's Marketing Blog
Dateline: Philadelphia, PA United States
Direct Phone: 215-644-9526
Jump To Denny Hatch -- Direct Mail Expert Jump To Denny Hatch -- Direct Mail Expert
Contact Click to Contact