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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

Coca-Cola: Remove labels

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

SmartLife: Project Akshar (Alphabets): How redesigned alphabets and transformed rituals graduated 5,000 Dubai labourers from blue-collar to white-collar

This case study describes how SmartLife, an NGO for Dubai's labourers in UAE, created Project Akshar (Alphabets) to provide accessible English training for hard-to-reach, time-poor labourers.

Xperia: The Xperia Aquatech Store – the world's first underwater store

This case study describes how Xperia, a mobile phone brand in UAE, created the world's first underwater store to launch its waterproof phone.

Valspar: Color for the colorblind

This case study details a campaign by Valspar, an American paint company, to differentiate itself from other manufacturers by giving colour back to the colourblind.

Latest articles

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.

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

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

Warc 100: Australia & New Zealand's best campaigns and companies 2016

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

Warc 100: North America's best campaigns and companies 2016

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

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