Effectiveness

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The health of creativity

Rankings • Rankings Articles, April 2021

This report uses data from Rankings results 2015-19 to assess how often that creative work is also effective.

The Journey to Become Transformational

Opinion • Geoff Northcott, April 2021

AKQA’s Geoff Northcott, Jury President of the 2021 Creative Business Transformation Lions, explores how brands can embrace a transformational culture and unlock progress through creativity.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Effectiveness through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Power Oil: What did you just eat?

Case Study • WARC Cases, 2020

Cooking oil brand Power Oil increased sales by positioning itself as a safer, more viable alternative to unbranded cooking oils.

Street Grace: Stop Traffick

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, highlighted the issue of child sex trafficking by getting 72 school buses to tell the story of the children through a visual parade on the streets of Georgia.

Street Grace: Gracie AI

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, raised awareness of child sex trafficking by using AI to intercept online predators.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Coca-Cola: City Pack

Case Study • WARC Cases, 2020

Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Avon: Power Stay #VeioPraFicar

Case Study • WARC Cases, 2019

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Showcasing success: Tips and tricks on writing killer cases

Opinion • WARC, March 2021

How do you show your work has worked? Your clients want to know. Your colleagues want to know. Effectiveness awards judges want to know too.

The best of the APG Awards: show-stopping PR strategies

Opinion • Chiara Manco, March 2021

Past APG Awards winners show PR strategies' potential for brand building and growth, writes WARC's Chiara Manco.

The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

Global Plastic Pollution Campaign: Your Plastic Diet – How WWF began to turn the tide on plastic

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Manulife: Increase Your Odds of Survival

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.

Volkswagen: Voice of Volkswagen-ers

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Volkswagen, an automotive brand, increased sales and consideration in Taiwan by placing Volkswagen vehicles in high-traffic areas alongside rumour balloons that showcased common questions and misconceptions about the brand and its vehicles.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.