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Key reading

UPS

Metrics for CMO performance

This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom how a more collaborative approach to the marketing function can help to make more money for the company. These include planning for short- and long-term effects, and measuring in real time.
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Top 10 drivers of advertising profitability 

A ranking of 10 key effectiveness drivers, ranging from market size to creative execution and budget-setting.

Mythbuster: Marketing's obsession with efficiency

Les Binet and Sarah Carter explain the difference between RoI and profitability in campaign effectiveness.

Fifteen ways NOT to evaluate your communications

Les Binet on why finding the effects of comms can be like trying to find a needle in a haystack.

Measuring effectiveness

Best Practice paper on how to measure and demonstrate the effectiveness of marketing budgets.


Latest case studies

Vodafone Egypt: Fakka

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

EXIT-Deutschland: Nazis against Nazis - Germany's most involuntary charity walk

This case study demonstrates how ZDK Gesellschaft Demokratische Kultur, an anti-Nazi charity, utilised digital and social media to spread the news about the campaign and drum up donations to the cause.

No Somos Delito (We Are Not Crime): Holograms for freedom

This case study shows how No Somos Delito, a Spanish citizen rights organisation, highlighted the need to reform the nation's laws with an experiential campaign.

REI: #OptOutside

This case study describes a campaign by US retailer REI that encouraged people to spend time outdoors by closing its doors on the biggest shopping day of the year, Black Friday.

Latest articles

What brands can learn from John Lewis' years of success

This event report looks at the Grand-Prix-winning Cannes entry, Monty the Penguin from John Lewis and adam&eveDDB London, following a panel discussion on Warc's Cannes Creative Effectiveness analysis.

Here Be Dragons: Towards a New Definition of Creativity

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Cannes Lions Creative Effectiveness: Insights from the 2016 awards

This report highlights trends among the campaigns entered into the 2016 Cannes Creative Effectiveness Lions, including campaign budgets, media channel usage, campaign duration, creative approaches, metrics and regional variation.

The Innovation Casebook 2016: Insights from the Warc Prize for Innovation

This report analyses trends from the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop fresh thinking that can deliver business results.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com