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Key reading

effectiveness

How to achieve advertising effectiveness

A guide to creating truly effective advertising, addressing the reason to purchase, brand recognition, pretesting and amending - all embedded within a long-term strategy. Overall, effectiveness requires enough emphasis on the brand, positive product information for consumers and judicious use of pretesting.

Metrics for CMO performance

Five measures CMOs can take towards a collaborative approach to the marketing effectiveness.
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Fifteen ways NOT to evaluate your communications

Les Binet on why finding the effects of comms can be like trying to find a needle in a haystack.

Measuring effectiveness

Best Practice paper on how to measure and demonstrate the effectiveness of marketing budgets.




Latest case studies

SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

National Institute of Blood Transfusion and Untold Music Festival: Pay With Blood

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Emirates NBD: The Beautiful After

This case study describes how Emirates NBD, one of the largest banking groups in the Middle East, used an emotionally-charged branded video to promote saving for retirement.

Cornetto: The New Symbol of Love!

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Latest articles

Marketing financial services: Using TV in property and casualty insurance ads

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Why single-source data must be aggregated to truly measure marketing effectiveness

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

The Evolution of PayPal: New Money, New Purpose: How great insight inspired PayPal to a successful brand relaunch

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

What brands can learn from John Lewis' years of success

This event report looks at the Grand-Prix-winning Cannes entry, Monty the Penguin from John Lewis and adam&eveDDB London, following a panel discussion on Warc's Cannes Creative Effectiveness analysis.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com