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• Do Cannes Lions winning ads perform better than average in our tests?
• What are the characteristics of an award-winning ad?
• How well does controversy work for creating effective ads?
• How can Cannes Lions be improved for the better?

They say the best marketers zig when everyone else zags. In a world of short-term thinking, hyper-targeting, micro-influencers and activist brands, British family bakery brand Warburtons are doing some defiantly unusual things.

They make one huge campaign every couple of years, run it mostly on TV, bring in A-list celebrities and tell gently comic stories around them. It’s all designed to appeal to as broad an audience as possible.

Their latest campaign, which began airing this week, features Robert De Niro muscling into Warburtons’ bagel business.

On the other hand, you have Brewdog. Brewdog and controversy go together like a summer’s day and a pint of cold, crisp, lager. Brewdog’s latest stunt delivered again – its first TV ad proclaimed as the most “honest” beer ad ever. Certainly, it was one of the most minimal, a static shot of a Brewdog can and the word “ADVERT”.

Crowd pleasers vs disruptors – we’ll look at what the ads were aiming to do and how well they tested.

We also speak to Xinyu Tok, one of our Senior Associates, about the effectiveness of beer brands in Singapore. You can grab the study here.