WARC 100: Lessons from the world's top effectiveness campaigns 2018

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
  • Analysis of campaigns in this year’s WARC 100 reveals the increasing use of PR in their channel strategies, reflecting the rise of creative ideas built to stand out and, where possible, gain press coverage and other earned media.
  • A dominance of video – both online and TV – is evident in the winning campaigns, and analysis shows that when these channels are used they tend to be the lead media and are key drivers of creative strategies centred on emotion.
  • Long-term ideas are a growing feature of the WARC 100, with the continuing presence of the John Lewis...

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