TRA is now in its fourth year of tracking New Zealand’s favourite ads. In that time, we’ve seen some campaigns come and go in the rankings, while others have consistently made it into the top 10.
Recently, we announced the favourite ads of summer 2023, and ASB secured first place for the third consecutive time. What’s driving this winning streak? The answer lies in ‘creative commitment’, a term coined by industry experts James Hurman and Peter Field, and it’s what’s setting these top-performing brands apart.
UNDERSTAND THE CONCEPT
Creative commitment, as defined by Hurman and Field, outlines three crucial commitments for brandsto make if they want to embed their campaigns more deeply into the public’s consciousness. The first is that to achieve greater commercial impact, brands must commit to a recognisable creative platform over the long term. The second is media spend – brands need to have a sufficient share of voice in their category – and the third is extending this commitment across multiple advertising channels and brand touchpoints.
