Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Tuesday, 8 August 2017, 22:06 HKT/SGT
Share:
    

Source: WARC
WARC unveils insights from the Cannes Lions Creative Effectiveness campaigns 2017

LONDON, Aug 8, 2017 - (ACN Newswire) - WARC, the global authority on advertising and media effectiveness, has released the results of its analysis of 122 campaigns entered for the Cannes Creative Effectiveness Lions this year to establish key trends of effective advertising with powerful creative.

Campaign budgets, media mix, campaign duration creative approaches, metrics and regional variation are some of the factors taken into account by WARC for the insights report of the Cannes Creative Effectiveness Lions, which celebrate the measurable impact of creativity.

"As a collection of case studies, the Creative Effectiveness Lions show how creativity is evolving. As the media landscape changes, brands are finding new ways to deploy creativity. Whether you have a multimillion-dollar marketing budget or are trying to build a brand on a shoestring, these campaigns provide benchmarks for effective advertising practice," comments David Tiltman, WARC's Head of Content.

Major trends highlighted in this year's report are:
- Online video is now a key channel for creative effectiveness and is typically used alongside social media, PR and TV. TV and online video were the most used 'lead' media among the shortlisted entries.

- Social media remains the most used channel overall, but compared with previous years it is used far less frequently as a lead channel.

- Purpose-led advertising was a major feature among the shortlisted entries, allowing several lower-budget campaigns to create global awareness and societal change.

- Emotion remains central to best-practice campaigns and its use as a creative strategy increased compared to 2016.

Jonathan Mildenhall, Jury President and Chief Marketing Officer at Airbnb commented to WARC on the judging process of the category: "Creative effectiveness is about impact. Is the idea impacting the brand's audience? Is the idea impacting the brand's business? Is the idea impacting the culture? And is the idea impacting our creative community through its excellence?"

WARC's 'Insights from the Creative Effectiveness winners' report includes:
- In-depth analysis of campaign trends - video, social, purpose and emotional advertising
- Lessons from the winners, including a deep-dive on Grand Prix winner the Art Institute of Chicago's 'Van Gogh's Bedrooms: Let Yourself In'
- Case studies of the Cannes Creative Effectiveness Grand Prix and best entries of 2017
- An interview with jury president Jonathan Mildenhall, Chief Marketing Officer, Airbnb
- Tips on how win a Creative Effectiveness Lion.

For more information on the report please visit content.warc.com/download-insights-from-the-2017-creative-effectiveness-lions.

As part of the launch of the 'Insights from the Creative Effectiveness winners' report, WARC will be holding a 'Lessons from Cannes' event in London on Friday 11 August, where attendees will hear more on the trends summarised in the report including an in-depth look at online video and a debate on brand purpose.

To register for WARC's Lessons from Cannes event in London visit content.warc.com/warc-event-lessons-from-cannes.


About WARC - your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence and insights from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

WARC runs four global and two regional case study competitions: WARC Awards, WARC Innovation Awards, WARC Media Awards, The Admap prize, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

Founded in 1985, WARC is privately owned and has offices in the UK, U.S. and Singapore.


About WARC

- Your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence, insights and data from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, advertisers, market analysts and academics.

WARC runs two global and two regional case study competitions: WARC Awards, WARC Media Awards, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

WARC publishes three global rankings of advertising excellence: Gunn 100 (creativity), WARC 100 (effectiveness), Gunn Media 100 (media innovation) and publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of the Market Research Society. In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including ARF, Effies, Cannes Lions, ESOMAR and IPA.

Founded in 1985, WARC has offices in the UK, U.S. and Singapore. In June 2018 WARC was acquired by Ascential plc, the global specialist information company.

Contact:
Amanda Benfell
PR Manager, WARC
Email: [email protected]
Tel: +44 (0) 20 7467 8125


Aug 8, 2017 22:06 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
http://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2018 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.



WARC
Oct 18, 2018 16:00 HKT/SGT
WARC uncovers content strategy trends for effective marketing
Oct 16, 2018 16:00 HKT/SGT
Successful brands spend an average of 69% of their budgets on TV and digital channels combined
Oct 3, 2018 16:00 HKT/SGT
WARC reveals social strategy trends for effective marketing
Sept 25, 2018 17:00 HKT/SGT
Advertisers to invest $66bn in sponsorship this year
Sept 24, 2018 12:00 HKT/SGT
Martech market approaches $100bn - and is growing
Sept 20, 2018 15:00 HKT/SGT
WARC reveals innovation trends for effective marketing
Sept 4, 2018 12:45 HKT/SGT
WARC Prize for MENA Strategy 2018 winners announced
Aug 29, 2018 16:00 HKT/SGT
WARC's Admap goes digital
Aug 24, 2018 12:00 HKT/SGT
Rise of mobile drives advertisers to invest $30bn in online video despite ongoing risks
Aug 9, 2018 19:00 HKT/SGT
WARC Media Awards 2018 - Final juries named
More news >>
 News Alerts
Copyright © 2018 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 800 291 0906 | Beijing: +86 10 8405 3688 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6721 7212

Connect With us: