Josh Samuel, Admap, April 2017, pp. 41-43
This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.
The term ‘effectiveness' can cover a wide area, as was evident from what Warc subscribers were reading on the subject in 2016, ranging from ROI to brand positioning, from media choices to product launches.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Scott Brenman, WPP Atticus Awards, Joint Winner, Branding and Identity, 2016
This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.
Michael Hess, Marketing Accountability Standards Board, Research on WARC, Accountable Marketing, July 2016
This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.
This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Ed Melvin, Admap, Commended, Admap Prize 2016
This article argues marketing must adapt to the 'era of personalisation' by understanding that its best opportunities rely on growing the brand and moving beyond personalised messages – not optimising sales.