Point of view: Is efficiency effective?

Faris Yakob

This article looks at the problems arising when the advertising industry tries to "no longer waste half of the money spent" by creating targeting efficiencies.

Point of view: Is efficiency effective?

Faris YakobGenius Steals

In October 2016, Miles Young, former global CEO of Ogilvy, lamented the state of planning in advertising agencies. He said it required a 'total relaunch' because it had lost its focus on effectiveness, acting only as creative catalyst. He quoted a global CMO who said this was her biggest requirement, providing the business case necessary "to re-establish our relationship with chief executives".

The conversation about marketing effectiveness has never gone away but has never been so loud, thanks to the increased complexity of the landscape, and, more recently, concerns about...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands