The Anatomy of Effectiveness: 2022 Updated Edition

Draws new thinking together to present the key building blocks of effective ad investment, explored through the five key priorities for marketers from the original report.
  • Budget matters, so ensure you are spending enough money to hit your objectives, and focus that investment on driving penetration.
  • Plan for effectiveness across different timescales to deliver maximum growth.
  • Use media budget to reach as many potential category buyers as possible, but remember that not all reach is equal.
  • Creativity is the most powerful weapon under the marketer’s control; so look for creative ideas that have an emotional appeal even for consumers not currently in the market for the product.
  • Communicate brand by investing in, and nurturing, the distinctive assets that will enable quick recognition....

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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.

Insights Team
Bray Leino

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