Effectiveness

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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.

Extend risk beyond reach

Opinion • Charlie Ebdy, February 2021

A relentless focus on audience and outcomes, underpinned by a channel strategy that remains close to business functions, was a winning combination for three of the winners in this year’s IPA Effectiveness Awards, writes OMD’s Charlie Ebdy.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Nescafé: A cup from home

Case Study • MMA Smarties, Gold, Indonesia, 2020

Nescafé, a coffee brand, encouraged consumers to enjoy their coffee from home while spending Ramadan under lockdown in Indonesia.

Promina: Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Promina, a baby food brand, launched a gamified ad on Indonesia's leading e-commerce platforms to promote Promina Homemade, an easy-to-cook baby food.

Bear Brand: Bisa Banget

Case Study • MMA Smarties, Gold, Indonesia, 2020

Bear Brand, a powdered milk drink brand, highlighted the brand's versatility by emphasising the diverse range of scenarios in which the brand can be consumed.

S-26 Procal: Wyeth S26 #CaraPintarMam Ini Hasilnya

Case Study • MMA Smarties, Bronze, Indonesia, 2020

S-26 PROCAL, a brand of growing-up milk, positioned itself as a way for mothers in Indonesia to help their child develop strong learning capacities.

Nivea: #SentuhanIbu World of Imagination

Case Study • MMA Smarties, Gold, Indonesia, 2020

Nivea, a skincare brand, launched its campaign #SentuhanIbu World of Imagination to enable modern parents in Indonesia to create bonding moments with their children.

Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Rexona: Soccer Star Challenge

Case Study • MMA Smarties, Silver, Indonesia, 2020

Rexona, a deodorant brand, created a live FIFA football tournament for fans lamenting the cancelled sporting events in Indonesia and increased market share by 40bps.

redBus: Bang Toyib Returns

Case Study • MMA Smarties, Silver, Indonesia, 2020

redBus, an online bus ticketing platform, used digital video to convince Indonesians of the certainty that redBus provides to those looking to travel by bus.

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.