Emotion and storytelling top creative strategies in Effective 100

An overview of creative strategies used by campaigns in the WARC Effective 100.

Emotion continues to be a highly utilised creative strategy across the WARC Effective 100, with 59% of cases incorporating it into their approach, according to the latest data from the Lessons from the Effective 100 Report.

Other notable changes include the increase of storytelling from 30% of cases in 2018 to 39% in 2019, making it the second most common creative strategy in the 2019 Effective 100. As well as this, the use of informative and educational strategies decreased by 11 percentage points, from 45% in 2018 to 34% in 2019.

Emotion remains an important way to...

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