- Marketers can climb the Effectiveness Ladder by setting the right objectives and budgeting realistically.
- They should resist the urge to segment their budgets into smaller campaigns and instead plan robust, insightful strategy.
- Great work is highly creative and marketers should use the levers of media budget, campaign duration and number of media channels to drive Creative Commitment up as far as possible for each campaign.
- If a campaign performs well then don’t wrap it up; give the campaign more budget, run it for longer, and spread it across more channels....
WARC subscribers can sign in to keep reading
Not a subscriber?
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.