Australia is punching above its weight when it comes to creativity however it has some catching up to do if it wants to beat India for effectiveness. The findings come from WARC’s most recent Creative, Effective and Media 100 rankings which saw Australia place third overall but fourth in terms of effectiveness.
Speaking at the Mumbrella360 conference in Sydney, WARC’s Ed Pank said: “India is really becoming a superpower of marketing effectiveness. Those guys are driving brands, developing deep insights around audiences that are very culturally relevant for that market. And coming up with some incredibly effective campaigns.”
In WARC’s...