Effectiveness

What we know about differentiation and salience

Article • WARC Best Practice, April 2019

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about creativity and effectiveness

Article • WARC Best Practice, February 2019

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.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2018

This article provides marketers with information about how to balance long-term and short-term strategies.

What we know about the theories of brand growth

Article • WARC Best Practice, December 2018

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Why Taco Bell eschews micro-marketing metrics to focus on consumer behavior

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

Taco Bell, the quick-service restaurant chain, is taking an approach to media measurement that looks well beyond the discipline’s traditional, and often esoteric, metrics.

How to move media strategies beyond Binet, Field and Sharp

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

Media planners can draw on increasingly powerful effectiveness data, but run the risk of delivering homogenised campaigns if they do not seek out new forms of insight and growth.

Effective Innovation Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, August 2019

Analyses the key themes and summarises the winning case studies from the 2019 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Why Avocados From Mexico targeted existing customers to build market share

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the avocado brand, has targeted existing category buyers as a primary means for driving growth.

Insurance Australia Group makes branding bet

News • 08 August 2019

Insurance Australia Group (IAG) will soon be wading into an age-old marketing debate that pitches long-term brand building against short-term transactional strategies.

Tommy Hilfiger: Tommy Hilfiger Adaptive

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Lifebuoy: #HelpAChildReach5

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.

Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

P&G Vicks: Touch of Care India

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.

Ruavieja: The Time We Have Left

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.

Aeroméxico: A World Without Borders

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Aeroméxico, an airline, increased the amount of flights taken from the US to Mexico by offering discounts to Americans with Mexican ancestry.

Samsung Fire & Marine Insurance: Firevase

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Samsung Fire & Marine Insurance, an insurance brand, launched a flower vase that doubled as a fire extinguisher in South Korea to promote fire safety across the country.

NRMA: Safety Hub

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

NRMA, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Campaign Against Living Miserably: Project 84

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

Canadian Down Syndrome Society: Endangered Syndrome

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Utair: Where You Belong

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

Kingo Energy: Turning lives on

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Kingo Energy, a clean energy company, launched a prepaid electricity system in Guatemala to provide people off the grid with accessible clean energy.