Article
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WARC Best Practice, June 2020
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
News
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16/09/2020
An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.
Opinion
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Tom Roach, August 2020
Short-termism and long-termism are both just wrong-termism, says Tom Roach. Let’s end the false choice between long and short-term marketing tactics, maximise the compound effects of getting them working together in harmony, and start to close the value-destroying divide between ‘brand’ and ‘performance’ marketing.
Article
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Paul Dyson, WARC Exclusive, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Opinion
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Lucy Aitken, July 2020
Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.
Opinion
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Stephen Whiteside, June 2020
Following a week of livestreamed talks from Lions Live, a digital-content platform run by Cannes Lions, Stephen Whiteside, WARC’s Reports Editor, looks at the biggest takeaways from five days of inspiring thought leadership.
Opinion
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James Hurman, June 2020
Following the launch of The Effectiveness Code, James Hurman takes a deep-dive into how to apply the Creative Effectiveness Ladder – a six-step framework for creative effectiveness that draws on insights gathered from over 4,500 case studies – to your marketing.
News
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23/06/2020
Marketers seeking to maximise the impact of their creative work can now draw on a six-stage framework outlined in “ The Effectiveness Code ”, a new white paper released by Cannes Lions and WARC that is based on the analysis of nearly 5,000 case ...
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.
Article
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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.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
The Creative Effectiveness Ladder provides marketers with a rigorous framework to measure the impact of their creative work.
Opinion
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Will Humphrey, May 2020
What can today’s marketers learn from a 19th century American showman? Will Humphrey has some ideas. The year is 1860.
News
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05/05/2020
The COVID-19 pandemic has seen brands attempt to shift emphasis from simply selling a product or service to effecting real-world change, but that’s what many of the most effective campaigns were already doing, according to a new WARC report.
Rankings
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Rankings Articles, May 2020
Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
News
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23/04/2020
Advertising saturation traditionally hits a peak in the MENA region during Ramadan, but that might not be the most effective approach for brands, according to a new WARC white paper.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
News
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21/04/2020
The changing roles of influencers and artificial intelligence are among the trends identified in the WARC Media Strategy Report 2020, which highlights key themes for an effective media strategy.
Opinion
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Anna Hamill, April 2020
COVID-19 is bringing new challenges for the marketing industry in 2020, and the predicted economic recession will hit brands hard.
Article
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WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Article
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Nick Milne, WARC Exclusive, April 2020
In-house marketing excellence or effectiveness teams can provide more accountability on performance, but brands should avoid common pitfalls.
Article
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Paul Dyson, WARC Exclusive, April 2020
This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.
News
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08/04/2020
An analysis of the recently released three WARC Rankings – Creative 100, Media 100 and Effective 100 – has identified nine common marketing themes used by highly successful brands.
Article
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WARC Exclusive, April 2020
Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Article
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Nicole Greenfield-Smith, WARC Exclusive, April 2020
An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.
Article
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Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.
