Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
  • Emotion and humour were effective for winners, being present in nearly a third of shortlisted campaigns.
  • Brands are committing more to the benefits of branded content, but budgets need to grow to ensure that it can be consistent over time.
  • Telcos, such as those in the MENA region, are increasingly dependent on content marketing to differentiate in a highly commoditised sector.
  • Customer acquisition and reaching new audiences were key objectives for entrants....

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