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2012 Effie Report: Key insights on the drivers of marketing effectiveness
Includes video content
Recommended by Warc editors
Effie Worldwide, Analysis, North America Effies 2012
This report from Effie Worldwide and Millward Brown is based on deep analysis of Effie Award cases revealing key insights and trends on what it takes to create and implement effective marketing communications strategies.
This report from Effie Worldwide and Millward Brown is based on deep analysis of Effie Award cases revealing key insights and trends on what it takes to create and implement effective marketing communications strategies. Conclusions drawn include that effectiveness is not dependent on large budgets but is improved with a greater number of channels. However, TV continues to be the leader in the stronger campaigns, followed by interactive. Finalists also make more use of consumer-generated touchpoints. In terms of objectives, award-winning campaigns were more likely to be aiming to connect with a new audience and attempting to increase sales volume and/or launching a brand. However, those campaigns that attempted to speak to a highly targeted demographic audience were less successful. Supporting commentary is provided by key thinkers in the industry.
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