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.
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.
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.
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.
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.
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.
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 ...
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 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.
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.
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