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.
Dr Gerard J. Tellis, WARC Webinars, May 2020
Gerard Tellis examines how various sectors are poised to win – or lose – as the pandemic plays out, why different sectors should be making different decisions about ad spending and product offerings and how your brand should operate in this unusual environment.
As markets brace for an impending slowdown, brand managers should take a more proactive and agile stance: they need to not only win in the now, but also prepare for the medium-term, and transform their business to secure long-term growth, says the ...
Gerard J. Tellis, WARC COVID-19 Series, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Brand building takes time – two to five years – and might initially be less profitable than an activation-only strategy, so it is crucial to be able to forecast over at least a five-year period to reassure the marketing team the strategy is ...
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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