WARC Awards for Effectiveness: Long-Term Growth
For campaigns that have invested in building a brand over time (12 months or more). The judges will look for long-term creative commitments in both budget and campaign duration, as well as compelling evidence that brand investments have made a demonstrable impact on the business. Please note: the campaign can extend outside the eligibility period providing some elements of the work fall within it.
A judging panel of industry experts, chaired by Vasileios Kourakis, Global Director, Marketing effectiveness (ROI) and Media, Consumer Products Division, will be reading the entries.
I am honoured to chair the Long-Term Growth category. I'll be looking for best practices on how brands navigate a fragmented media landscape, alongside multiple unfavourable business challenges such as inflation and the cost-of-living crisis, to deliver marketing effectiveness that guarantees ROI in the longer term by building brands that stand the test of time.
Global Director, Marketing effectiveness (ROI) and Media, Consumer Product Division, L'Oréal
There were six winning case studies in the 2022 competition, with Skinny: Get The Skinny, through Colenso BBDO Auckland, taking the Grand Prix.
Skinny found New Zealanders with the same names as Hollywood stars and used them in all content as its 'celebrity endorsement', followed by Friend-vertising, where it invited all its customers to star in the next campaign.
The campaign helped Skinny to relaunch its brand, regain credibility, reduce customer churn and grow consideration and sales.