Effectiveness

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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.

How creative radio ads build brands

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Creative radio ads can boost a variety of important brand metrics, according to a study by Westwood One, the audio-media company, and VERITONIC, an analytics provider.

Unilever - Dove: 100 Colours

Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

National Social Security Fund (NSSF) - Uganda: NSSF Go Mobile App Digital Campaign

Case Study • SABRE Awards, Africa, Public Sector/Government, Gold, 2019

The National Social Security Fund (NSSF), a Ugandan government fund, took over social media with news of the launch of the NSSF Go app in Uganda.

The Zing Group: That AMA.ZING app

Case Study • SABRE Awards, Africa, Financial & Professional Services, Gold, 2019

Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

Kenya Airways: Launch of Direct Flight from Nairobi to New York

Case Study • SABRE Awards, Africa, Consumer Products/Services, Gold, 2019

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

Rockefeller Foundation: The Africa Trade Forum

Case Study • SABRE Awards, Africa, Not For Profit/Charities, Gold, 2019

The Rockefeller Foundation, a private foundation, generated support for the AfCFTA via its social media campaign across Africa.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

Safaricom plc: Blaze by Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (Existing Product), Gold, 2019

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa, Crisis/Issues Management, Gold, 2019

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

Why scale still matters for brands

News • 15 May 2019

Creative messages still typically require “budget, exposure, and the scale” to make the desired impact among consumers, as true viral successes remain extremely unusual.

How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

North America's best campaigns and companies 2019

Rankings • Rankings Articles, April 2019

Explore WARC’s pick of the North American campaigns, and agencies working on campaigns in the region, that performed best over the past year.

Best of the Best 2019: sector rankings

News • 08 May 2019

BBH London, MediaCom Mexico City, McCann New York, Colenso BBDO Auckland, adam&eveDDB London and Mindshare Shanghai have topped WARC’s Best of the Best agency rankings for individual sectors.

The world's best automotive campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Cannes Lions 2018: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, August 2018

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
WARC 100: Lessons from the world's top effectiveness campaigns 2018

Article • Rankings Articles, April 2018

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
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.