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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

Tigerair: Infrequent flyers

This case study describes how Tigerair, a budget airline in Australia, created an 'Infrequent Flyers Club' to popularise domestic budget air travel, overcome its poor reputation and increase revenue.

Southeastern: #SEhiddengems - online summer sale

This case study describes how Southeastern, a rail operator in the United Kingdom, launched a campaign to promote off-peak travel.

Great Northern Brewing Co.: Australia's first 'closed loop' mobile sampling platform

This case study describes how Great Northern Brewing Co., a beer from Australia's biggest brewing company, created Australia's first 'closed-loop' mobile sampling platform to launch its new lager brand and acquire unprecedented consumer data.

Boost: Treadmill vending machine

This case study describes how Adidas, a sportswear brand, created a treadmill 'vending machine' to launch its new running boot in exercise-averse UAE.

Latest articles

Warc 100: The UK's best campaigns and companies 2016

This short report summarises the results for the UK from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Warc 100: EMEA's best campaigns and companies 2016

This short report summarises the results for EMEA from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Warc 100: The world's best FMCG campaigns and companies 2016

This short report summarises the results for the FMCG category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Connection Strategy Casebook 2016: Insights from the Warc Prize for Connection Strategy

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

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