Lessons from the world’s best campaigns

Emma Pengelly

Discusses themes emerging from WARC’s rankings of the best global campaigns – in terms of creativity, effectiveness and media – with a neuromarketing overview.

What constitutes ‘best’ in this context? “We’re looking at it through three different lenses,” explains David Tiltman, Content Director WARC: “creativity, effectiveness and media.” And for each of those, WARC analyses the winning entries to a host of relevant industry competitions from around the world to produce three annual sets of rankings, all of which fall under the umbrella of The Gunn Report: the WARC 100 (effectiveness), the Gunn 100 (creativity) and the Gunn Media 100 (media).

Tiltman introduced a WARC event devoted to these rankings (London, June 2018) by briefly highlighting several themes...

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