We recently published over 80 DMA International ECHO™ case studies on warc.com. These awards are given to campaigns that have the power to change business – winners show the perfect combination of visionary strategy, compelling creative and breakthrough results. Here’s my selection of ECHO cases that I think are worth shouting about. (Note: Warc subscribers can browse all 81 case studies on our DMA International ECHO™ Awards page.)
I spent Tuesday this week at the IPA's Eff Fest - a conference in London that looked at different aspects of 'effectiveness'. (Watch out for a full write-up in the coming days on Warc's event reports section.)
The session I really wanted to attend was the update from #IPASocialWorks, a collaborative effort between UK trade bodies such as the IPA, the Marketing Society and the Market Research Society, with backing from several social networks. Their goal is to try to provide some guidance on how best to measure social media (and they were clear to make a distinction between 'counting' and 'measuring').
That is a topic with particular relevance for us after the launch of the Warc Prize for Social Strategy - a competition for social activity that can show business results.
We recently added over 100 Cannes Creative Effectiveness Lions case studies to warc.com, showcasing campaigns from a myriad of sectors and markets.
The Lions' winners and accompanying shortlist always - and rightly - get the most attention. But that's not to say there aren't some really interesting campaigns deeper into the list of entries.
So here is our pick of campaigns - mostly from the longtail of entrants - chosen for their originality and/or plain good thinking in areas such as social good, co-creation and content marketing.
It's not exhaustive, and we'd urge you to explore this great collection of Creative Effectiveness cases yourself - and drop us a comment if you think there are any gems we've missed.
We're very pleased to have published over 100 entries in the Creative Effectiveness category at the Cannes Lions this year – including the Grand Prix, which went to Heineken and W+K Amsterdam for its global 'Legendary Journey' campaign. An impressive result for the Dutch duo, since the number of entries for the category, which is open only to those Lions winners from the previous year that are able to prove the continuing business results of their campaign, had risen 30% from 2012.
As Shelley Lazarus, head of the jury and chairman of Ogilvy & Mather, told reporters in Cannes: "The campaign was consistent in all the markets - and that was pretty hard to do." And the jury members who I caught up with after the awards announcement – Bridget Angear, head of planning at AMV BBDO, DDB Sydney planning partner Russ Mitchinson, Millward Brown CEO and incoming IMAX Corporation CMO Eileen Campbell, and Orlando Hooper-Greenhill, JWT's head of global planning – echoed this sentiment. It was, they suggested, the impressive execution from market to market and the global scale of the idea that ultimately swung it for Heineken.
We were celebrating our Admap Prize winners in Cannes yesterday with a party, hosted by Warc and Kantar and held at Ogilvy's penthouse on the Croisette. The essay prize's topic – Can brands maximise profits and be a force for social good? – is very on trend, with Cannes festival seminars I've attended, from companies ranging from Coca-Cola to BBDO, advocating cause-related marketing as a must-have for today's brands.
In attendance at the party were our Gold, Silver and Bronze prize winners. Gold went to Mike Follett, an erstwhile agency planner and MBA candidate at London's Imperial College, whose winning paper, Thinking in three dimensions (free link), argues that companies should not be solely profit-driven. Instead, they require social as well as financial aims if they are to find true business success.
Yesterday evening I attended an event to launch new research by the IPA, the UK ad agency trade body – in association with Thinkbox, which represents the UK commercial TV sector –examining the differences between emotional and rational campaigns and their short and long-term effects on marketing strategy. The report, by Les Binet, Head of Effectiveness from adam&eveDDB, and Peter Field, a marketing consultant for the IPA, is an update on their landmark 2007 effectiveness study, Marketing in the Era of Accountability.
This latest research, ‘The Long and the Short of it: Balancing the short and long-term effects of marketing’, draws on 996 advertising effectiveness case studies, from 700 brands, across 83 sectors, spanning over 30 years of IPA Effectiveness data. And the authors found there is a recipe for advertising effectiveness, but the choice of ingredients will determine whether a brand achieves short-term or long-term effects.
Following the recent North America Effies Awards in New York City, Warc has published 45 winning case studies showcasing great thinking and brilliant results.
Here we've chosen some of our highlights, selected because we feel they are especially interesting - either because the client faced a particularly tough challenge, such as reaching dual audiences, or because the campaign demonstrates how to implement a specific strategy, such as harnessing brand advocates.
Warc needs you to decide the winner of the Popular Vote in the Warc Prize for Innovation 2013. This will be awarded to the long-listed entry with the highest combined total of likes for its video on our Vimeo page and downloads of its case study on Warc.
Heavy downloading on Warc of the IKEA Human Coupons case study from Leo Burnett has catapulted it from the bottom of the Vimeo popularity rankings to the top of the all-important combined rankings.
You only have 20 minutes to present your case to the 12 judges who will decide the winners at the 2013 Account Planning Group (APG) Awards. But how can you make the most of this short timeslot? Here are the top tips gleaned from a ‘How to win’ APG event, held at Google’s headquarters in London earlier this week – and attended by many of the UK planners set to compete for this year's prizes.
First to speak was Richard Huntington, chief strategy officer at Saatchi & Saatchi who gave his view on what makes an award winning presentation based on his experiences of being a judge for the 2011 awards. His main points were:
What makes a winning Cannes Lions case study? It's a question many agency creatives are asking right now, with this year's Lions deadlines fast approaching: Creative Effectiveness category – cases for which are published by Warc – will be closed on 1st March, while the deadline for all other Lions is 28th March. But Philip Thomas, Cannes Lions CEO, attempted to provide some answers to this question at a briefing in London late last week.
To Thomas, the number one reason why people attend the Cannes Lions Festival is simply to be inspired. But the way that inspiration is being accessed is ever-changing. There are several key trends that are fundamentally reshaping the work that gets seen at Cannes – which Thomas listed in his presentation.