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Cracking the CODE in Pharma: A framework for more effective Healthcare marcomms

Article • WARC Exclusive, December 2021

This report, developed in association with Accenture Interactive, is an analysis of successful Pharma and Healthcare campaigns from 2010 – 2021 using WARC’s case study database.

WARC Media 100: Top agencies 2021

Rankings • Rankings Articles, November 2021

Download a breakdown of the top agencies’ work featured in the 2021 Media 100 Rankings.

WARC Media 100: Summary of results 2021

Rankings • Rankings Articles, November 2021

The WARC Media 100 is an annual ranking of the world’s most awarded campaigns and companies for media.

WARC Effective 100: Summary of results 2021

Rankings • Rankings Articles, November 2021

The WARC Effective 100 is an annual ranking of the world’s most awarded campaigns and companies for effectiveness.

WARC Media 100: Top brands 2021

Rankings • Rankings Articles, November 2021

Download a breakdown of the top brands’ work featured in the 2021 Media 100 Rankings.

Successful advertisers achieve an average profit ROI of 2.26:1

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC's database of 1,169 case studies of successful advertising campaigns.

The B2B Effectiveness Code: Creativity and effectiveness in B2B marketing from 2010-2021

Article • The B2B Institute, WARC & Lions, WARC Exclusive, October 2021

The B2B Institute at LinkedIn, in partnership with WARC and Lions, undertook a major study to analyse the effectiveness of ten years’ of B2B marketing campaigns and to replicate Lions and WARC’s B2C study The Effectiveness Code.

3 in 15: EffWorks

Article • Alex Brownsell, Lena Roland and Sam Peña-Taylor, WARC Exclusive, October 2021

This episode of the WARC podcast is presented by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter.

Reappraising the role of direct mail in driving effectiveness

Article • Amy Rodgers, Dan Jury and Nigel Edginton-Amor, WARC Webinars, October 2021

This webinar, in association with Royal Mail Marketreach, shares evidence from recent research into the impact of direct mail as lead media or within the media mix.

Advertising must look outward in times of change

Article • Sam Peña-Taylor, Event Reports, EffWorks, October 2021

Recent advertising aesthetics have been focusing on the wrong kind of attention, argues Orlando Wood, with profound implications for the effectiveness of creative campaigns.

New Grace Kite research finds 40-50% of ad budget online brings highest returns

Article • Sam Peña-Taylor, Event Reports, EffWorks Global, October 2021

Advertising doesn’t share its lessons when it’s not trying to win awards.

The true effectiveness of brand purpose

Article • Sam Peña-Taylor, Event Reports, IPA EffWorks Global Conference, October 2021

New research from effectiveness expert Peter Field uncovers the effect that brand purpose has on a brand’s overall effectiveness, establishing that among the strongest cases the benefits are outsized, the IPA’s EffWorks conference heard.

Long-term focus and messaging consistency delivered the best results during COVID: Effie Awards Canada analysis

Article • Stephen Whiteside, Event Reports, September 2021

Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.

From upper-funnel campaigns to competitor ads and the ‘halo effect’: Analytic Partners outlines ten insights to boost marketing effectiveness

Article • Stephen Whiteside, Event Reports, ARF DATAxSCIENCE, June 2021

Analytic Partners, a data analytics consultancy and tech firm, has drawn on a vast dataset, covering around 45 nations, to identify several drivers of marketing effectiveness.

What we know about creativity and effectiveness

Article • WARC Best Practice, June 2021

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.

Driving marketing effectiveness through digital packaging

Article • WARC Exclusive, May 2021

This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

Out-of-home advertising lifts online actions by 63%

Data • Rob Clapp, WARC Data Points (Curated), May 2021

An overview of the effectiveness of out-of-home (OOH) advertising in driving offline and online actions.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

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 most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

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

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.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

Writing and presenting a winning case study: tips from the APG

Opinion • Chiara Manco, March 2021

WARC's Chiara Manco shares tips and tricks from the APG on how to craft a winning awards paper.

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.

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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Strategy Toolkit module 1: How marketing works

Article • 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.