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.
Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Digital First, May 2019
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Campaigns for Harley-Davidson in Canada, Google Assistant in Indonesia and Nescafé Dolce Gusto in MENA are among the 21 that have been shortlisted for the WARC Awards’ Effective Content Strategy category.
WARC’s analysis of the world’s top campaigns for effectiveness highlights three key themes: the need for innovation in media strategies to drive attention, the importance of brands to be instantly recognisable and blending brand and ...
BBDO New York and MediaCom Mexico City top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in North America and Latin America across creativity, effectiveness and media excellence.
adam&eveDDB London and LOLA MullenLowe Madrid top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in the UK and Europe across creativity, effectiveness and media excellence.
Mindshare Shanghai and Colenso BBDO Auckland top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in Asia and Australia/New Zealand across creativity, effectiveness and media excellence.
BBDO New York, Burger King and Procter & Gamble have topped WARC’s first-ever ‘Best of the Best’ global index of excellence which aggregates results from across all three recently released WARC Rankings – Creative 100, ...
Gillette, Procter & Gamble and MediaCom have topped the rankings in the WARC Media 100, an independent annual ranking of the world’s most awarded campaigns and companies for creativity and innovation in media, which is announced today.
A campaign in India for Carvaan, a radio pre-loaded with nostalgic music, tops the WARC Effective 100, a ranking of effective marketing campaigns around the world announced today; Unilever is the top-ranked advertiser and Coca-Cola the ...
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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