Lessons from the Effective 100: Insights from the world’s most awarded campaigns and companies for effectiveness

This report examines the strategies and approaches of some of the world’s most awarded campaigns for effectiveness, using the 2023 Effective 100 ranking as its basis.
  • Half of the ranked campaigns have a purpose element, with there being a shift towards work that offers both purpose and profit.
  • Technology is providing new ways for marketers to reach their audiences, with marketers connecting real and virtual worlds in the social media and gaming spaces.
  • Marketers should take inspiration from the food, drink and QSR categories, which made up over a third of the top 100 campaigns, using creativity to push the boundaries of category norms.
  • The use of TV as the lead media significantly overindexes in the Effective 100 vs. other WARC case studies as investment in...

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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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