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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

How Domino's repositioned itself from pizza delivery to mealtime solution

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

The New Zealand Breast Cancer Foundation: Breast Cream

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

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.

10 tips for success at the Warc Media Awards

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

The Heart Foundation: Heart Attack Act

This case study describes how The Heart Foundation, a New Zealand charity for heart disease awareness, created a challenge, 'The Heart Attack Act' that taught people how to recognise heart attack symptoms.

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.

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Americas

Monique Dolbin
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Asia Pacific

Ed Pank
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