Another month, another set of learnings. We recently published over 40 APG Creative Strategy case studies on warc.com. The APG is the foremost and longest-established organisation representing the interests of account planners and other communications strategists. These awards celebrate the 'lightbulb' moment. I found it extremely difficult to showcase just a few, but here's a brief synopsis of the brands that I think deserve a special mention. Warc subscribers can browse all 41 winners of the 2013 APG Creative Strategy Awards in association with Google.
We recently published this year's Design Effectiveness Awards (DEAs) case studies on warc.com. These awards recognise design projects that are both creatively and commercially effective. To give you a taster of what the DEAs have to offer, I’ve selected a handful of case studies that I think deserve a special mention. (Warc subscribers can browse all 64 winners of the 2014 awards here.)
Read on to learn how a pharmaceutical brand used effective design to shift its product from niche to mainstream, or how a food brand drove brand differentiation by adding a new functional element to its design (the Spoonkler) and so fulfilling an unmet consumer need.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that we learn best from success.
Recently, we found ourselves at the IPA 'Eff Fest', a celebration of all things related to advertising effectiveness. Professor Paddy Barwise from London Business School in one session showed a collection of social media case studies. The cases were interesting he said, but would be even more interesting if they were about failures. Because we learn so much more from failure than from success.
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.