Mark Ritson provides effectiveness insights from 50 years of the Effie Awards

Stephen Whiteside

Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.

“As you add more channels to your campaign, does it make it more effective?”

Mark Ritson – an adjunct professor at Melbourne Business School, a columnist for UK-based trade title Marketing Week, and a branding expert who honed his craft guiding companies like beauty retailer Sephora, consumer packaged-goods giant Unilever, and social network LinkedIn – has an answer for this fundamental question for brand custodians.

“The more channels you add to your execution, the more effective it will be,” he explained. “Provided you can handle the complexity, and you have enough budget to hit that minimal S-curve return,...

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