Emotion and storytelling top creative strategies in Effective 100

An overview of creative strategies used by campaigns in the WARC Effective 100.

Emotion continues to be a highly utilised creative strategy across the WARC Effective 100, with 59% of cases incorporating it into their approach, according to the latest data from the Lessons from the Effective 100 Report.

Other notable changes include the increase of storytelling from 30% of cases in 2018 to 39% in 2019, making it the second most common creative strategy in the 2019 Effective 100. As well as this, the use of informative and educational strategies decr

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