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.
  • The line between creative development and media development is becoming increasingly blurred – the creative idea would often not work without the media thinking.
  • Partnerships and collaboration was the lead creative strategy as brands looked to cut through the crowd via alternatives to paid media.
  • The use of owned assets was a significant feature of a number of campaigns, while online marketing was often complemented by offline brand experiences.
  • The winning campaigns combined new and old data sources to optimise their campaigns and make their marketing more agile and effective.
  • The report features case studies from...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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