We’re partnering with WARC to bring you exclusive samples of content relevant to the effectiveness debate. To kick off the collaboration, WARC invites you to download a report into the WARC 100.
The report analyses the world’s top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Download a sample of the analysis to discover more on the key takeaways from the report:
- Analysis of campaigns in this year’s WARC 100 reveals the increasing use of PR in their channel strategies. This reflects the rise of creative ideas built to stand out and, where possible, gain press coverage and other earned media.
- A dominance of video – both online and TV – is evident in the winning campaigns. Analysis shows that when these channels are used, they tend to be the lead media and are key drivers of creative strategies centred on emotion.
- Long-term ideas are a growing feature of the WARC 100, with the continuing presence of the John Lewis Christmas campaigns providing an excellent case for the success of long-term strategies.
- Brand purpose campaigns ranked highly in the WARC 100. Despite some having the view that ‘purpose has peaked’, many cases have proved that the best of these ideas can genuinely improve business outcomes and have a tangible social impact.
We’re delighted to be working with WARC to bring you some of their best effectiveness content.
EffWeek 2018 will be taking place from 09-12 October. Tickets for the main conference on Tuesday 09 October are now available with an early bird discount until 31 August 2018. If you are going to the Eff Awards Ceremony, you can also buy a combined ticket.
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA