Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
Marketers seeking to maximise the impact of their creative work can now draw on a six-stage framework outlined in “ The Effectiveness Code ”, a new white paper released by Cannes Lions and WARC that is based on the analysis of nearly 5,000 case ...
James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
The COVID-19 pandemic has seen brands attempt to shift emphasis from simply selling a product or service to effecting real-world change, but that’s what many of the most effective campaigns were already doing, according to a new WARC report.
Paul Dyson, WARC COVID-19 Series, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Many reasons have been put forward for the decline in creative effectiveness, including a focus on data and the neglect of gut feel, but a rigorous measurement strategy is necessary if marketers are to be confident that they are making the correct ...
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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