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2020 s IPA Effectiveness winners show how to make distinctive assets work harder, write Peilin Phua and Nicole Hartnett from The Ehrenberg-Bass Institute.
It is wonderful to see many of the 2020 IPA Effectiveness Awards winners championing their distinctive assets. These are elements that uniquely evoke the brand, such as logos, taglines, shapes and characters. They are more than just creative devices, although they can be used creatively. They are branding without the brand name, giving audiences more signals to recognise who is advertising.
Only a handful of powerful distinctive assets are capable of replacing the brand name in advertising; for the majority of brands, there is room for improvement. We do not know the precise strength of distinctive assets presented in the following cases (because no such data was provided), but nonetheless, these campaigns are good examples of effectively applying principles for building distinctive assets: reach, co-presentation, and commitment.