00:45 – Background to the study. 02:38 – What do we mean by creative effectiveness? 03:29 – Marketers find marketing effectiveness challenging. 07:11 – The importance of creating a unifying set of KPIs. 12:40 – The relationship between marketers and the C-suite. 16:54 – What’s next?
The state of creative effectiveness
The global state of effectiveness
Time to come out of the cave
Insights from the 2022 Creative Effectiveness Lions winners...
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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.
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Bray Leino
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