Effectiveness

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How Confused.com drew on Binet & Field to deliver long-term brand success

Article • Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.

Cracking the code of Inspiration: An inspiring B2B brand is always on the consideration list

Article • Nina Mullen , WARC Exclusive, April, 2021

A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.

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 Journey to Become Transformational

Opinion • Geoff Northcott, April 2021

AKQA’s Geoff Northcott, Jury President of the 2021 Creative Business Transformation Lions, explores how brands can embrace a transformational culture and unlock progress through creativity.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

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.

Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

Effectiveness through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Greater focus on campaign effectiveness post-pandemic

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of marketers' change in their approach to advertising investment as a consequence of COVID-19.

Power Oil: What did you just eat?

Case Study • WARC Cases, 2020

Cooking oil brand Power Oil increased sales by positioning itself as a safer, more viable alternative to unbranded cooking oils.

Coca-Cola: City Pack

Case Study • WARC Cases, 2020

Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Avon: Power Stay #VeioPraFicar

Case Study • WARC Cases, 2019

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

Street Grace: Stop Traffick

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, highlighted the issue of child sex trafficking by getting 72 school buses to tell the story of the children through a visual parade on the streets of Georgia.

Street Grace: Gracie AI

Case Study • WARC Cases, 2019

Street Grace, a religious organisation in the US, raised awareness of child sex trafficking by using AI to intercept online predators.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Trends of the Month: ROI, B2B and next gen TV

Opinion • Rob Clapp, March 2021

This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences.

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.

There are now over 130 marketing metrics – but brands may need fewer than ten

Article • Genevieve Silk, Research on WARC, March, 2021

Measuring return on investment is a fundamental part of any new or ongoing initiative and brands need accurate and effective metrics in order to do this.

The best of the APG Awards: show-stopping PR strategies

Opinion • Chiara Manco, March 2021

Past APG Awards winners show PR strategies' potential for brand building and growth, writes WARC's Chiara Manco.

The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

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 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 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 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.
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.
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.