Effectiveness

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Using regional share of search to hack brand growth

Article • Lars-Alexander Mayer, WARC Exclusive, March 2021

A new model for using search data to uncover regional growth opportunities.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Global Plastic Pollution Campaign: Your Plastic Diet – How WWF began to turn the tide on plastic

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

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.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

How cause marketing campaign factors affect attitudes and purchase intention: Choosing the right mix of product and cause types with time duration

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 58-77

The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.

Heinz Kraft’s Dhiren Amin: “The role of an effective marketer is clarity and choice.”

Opinion • Dhiren Amin, February 2021

Dhiren Amin is Heinz Kraft’s CMO Asia and will chair the Instant Impact Jury at this year’s WARC Awards for Effectiveness . Here, he offers entrants advice on what to include in their papers.

Unilever’s Tati Lindenberg: “If it’s not driving action, it’s just wallpaper.”

Opinion • Tati Lindenberg, February 2021

Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

How focusing on their most valuable customers can help brands drive growth

Article • Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020

Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.

What Super Bowl LV taught us about advertising effectiveness

Article • Jon Evans, WARC Exclusive, February 2021

Examines the ads from Super Bowl LV through the lens of effectiveness, based on System1’s annual real-time polling of American consumers during the game.

How category growth and market share drive CPG revenue gains

Article • Stephen Whiteside, Research on WARC, February, 2021

Players in the consumer-packaged goods (CPG) industry need to be aware of the growth drivers that are most impactful for organizations of different sizes.

Half of brands achieve an ROI of $1.06

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the distribution of return on investment (ROI) from $1 spent on media.

New WARC Awards for Effectiveness 2021 now open for entries

News • 16 February 2021

Top marketers from IAG, IBM iX, Peloton, The Kraft Heinz Company, Unilever and VICE Media Group will chair the juries for the inaugural WARC Awards for Effectiveness, which will judge campaigns using the WARC/LIONS Creative Effectiveness Ladder .

Maximise distinctive assets

Opinion • Peilin Phua and Nicole Hartnett, February 2021

2020's IPA Effectiveness winners show how to make distinctive assets work harder, write Peilin Phua and Nicole Hartnett from The Ehrenberg-Bass Institute.

Measuring 2021’s Super Bowl ads against the Creative Effectiveness Ladder

Opinion • Yusuf Chuku, February 2021

Yusuf Chuku delves into the ads of Super Bowl 2021 using the Creative Effectiveness Ladder to understand their impact.

B2B seeing better ROI from videos but challenges remain

Data • Rob Clapp, WARC Data Points, February 2021

An overview of video content for B2B marketers, how ROI has changed for them and the challenges they face.

Five ways to get lucky

Opinion • Andy Nairn, February 2021

Andy Nairn has just launched a new book called Go Luck Yourself: 40 ways to stack the odds in your brand’s favour. Here, he picks out 5 lucky lessons from some classic effectiveness case-studies.

Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

Tracking YouTube’s ad effectiveness in a cookie-less world

News • 04 February 2021

Research and insights agency Kantar has partnered with Google to create an ad-effectiveness measurement solution for YouTube.

What marketers can learn from the 2020 IPA Effectiveness Awards

News • 04 February 2021

At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The effectiveness code

Article • 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.