For the study, the organizers asked more than 3,000 Germans whether they had a particular memory of a company’s advertising in the past week. If the respondent can name an advertisement, they first describe which brand and product it is about and what happens in the advertisement. The respondents then rate whether various statements apply to the advertising mentioned, including whether the advertising reflects the ideals of the company or whether it is funny. From these statements, the study organizers then derive a total of eight creative dimensions – purpose, storytelling, humor, surprising, calming, triggers joy, new and unseen, topics of conversation – which, taken together, result in an index value that determines the positioning of the brand in the ranking.
In the past four months, the advertising love of the Germans has made it to a new high: –
