Home Topics Effectiveness, analytics & ROI Effectiveness

Effectiveness

Latest
Most Read

Filter by

Creativity & effectiveness (9,660)

Effectiveness studies (477)

Long-term vs short-term effectiveness (424)

Measuring ROI (391)

Brand growth (354)

Search in

Case Studies (2)

Articles (281)

Research Papers (21)

News (90)

Opinion (33)

Data (7)

Rankings (43)

Show only

Recommended

(86)

Videos

(27)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

477 results found

Reset Filters

Search in

Case Studies (2)

Articles (281)

Research Papers (21)

News (90)

Opinion (33)

Data (7)

Rankings (43)

Show only

Recommended

(86)

Videos

(27)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

477 results found

Sort By

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, 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, 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.

Beyond predictability: Towards a diversity of marketing effectiveness theory

Opinion • Andre van Loon, February 2021

Marketing effectiveness itself cannot be guaranteed because the consumer and citizen world in which the marketing happens is, to a greater or lesser extent, unpredictable. Rather than being restrictive, this fact makes the search for effective marketing theory all the more potentially rewarding, argues Andre van Loon.

Five ways to get lucky

Opinion • Andy Nairn, February 2021

Andy Nairn has just launched a new book called Go Luck Yourself: 40 ways to stack the odds in your brand’s favour. Here, he picks out 5 lucky lessons from some classic effectiveness case-studies.

What marketers can learn from the 2020 IPA Effectiveness Awards

News • 04 February 2021

At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

The worst of times, the best of times

Article • EACA/Effie Awards Europe, Research on WARC, January, 2021

The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.

Effie analysis: How premium brands use marketing to survive recessions

News • 14 January 2021

Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnershi

Moving to a positive attention economy with Attention Adjusted Net Reach

Article • Professor Karen Nelson-Field, WARC Exclusive, January 2021

Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.

Are you geared for growth? How to apply Share of Search as a strategic diagnostic

Article • James Hankins, WARC Exclusive, January 2021

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

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.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

Results Brand Growth Study 2020

Article • DVJ Insights, Research on WARC, January, 2021

The DVJ Brand Growth Study is a global, large-scale, continuous study among marketers and consists of two components: qualitative interviews with CMOs and marketing directors and an annual quantitative study amongst people working in marketing, media, and advertising.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

Sue Unerman: "The industry's true north"

Opinion • Sue Unerman, December 2020

2020 IPA Effectiveness Awards’ Convenor of Judges Sue Unerman explains what can be learned from this year's winners.

Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.

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 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 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 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 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.
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.