Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Wednesday, 14 August 2019, 16:00 HKT/SGT
Share:
    

Source: WARC
WARC reveals innovation trends for effective marketing
Lessons from the 2019 global WARC Awards

LONDON, Aug 14, 2019 - (ACN Newswire) - WARC, the global authority on advertising and media effectiveness, has today released the Effective Innovation Report 2019, highlighting key themes from some of the world's most original marketing thinking.

Drawn from the winners of the Effective Innovation category of this year's international WARC Awards, a global search for next-generation marketing effectiveness, the report includes opinions from judges, and showcases ideas that have transformed a business or disrupted category conventions and delivered results.

WARC's Lucy Aitken, Managing Editor, Case Studies, comments: "Following our analysis of the winning entries, we see that there's a shift away from marketing via algorithm towards real human insights that can power effective communications, as well as desirable products and services for consumers that offer genuine convenience and solve problems."

WARC's Effective Innovation Report highlights three key trends within marketing innovation that provide valuable lessons to the advertising industry:

- Effective innovators need real human insights

Human and cultural insights can power innovation. Jury member Jem Fawcus, Group CEO and Owner, Firefish, comments: "A brand has to add value to lives by understanding the culture that people value and incorporating it not just in communications, but in the product itself."

Fawcus cites examples like SOK Media's 'Block Wish' for Alepa, a Finnish convenience store that asked its customers what they wanted to see stocked on the shelves; and 'My Line' by MullenLowe SSP3 for Colombian Ministry of ICT, a simple but effective campaign that successfully provided 99.3% of Colombians with internet access via feature phones.

- Personalisation can transform innovative communications

Personalisation continues to obsess brands and combining it with innovation has led to great results.
Stand out campaigns include 'The Woman Behind the Veil' by FP7 McCann Riyadh for Al Rajhi Bank in Saudi Arabia, which circumnavigated advertising regulation and won favour with women by using mirrors in outdoor sites.

Hannah Mirza, Media Programme Lead, Diageo, and member of the jury, comments: "Data and technology have empowered the potential of marketers all over the world. The creative interpretation of how to implement personalisation is what is differentiating the innovators in its application.

"Brands that are thinking beyond the screen and into consumer utility through personalisation are having the breakthrough moments. This leads to growth and brand salience as not only fit for purpose but useful to consumers' lives."

- Voice is becoming more integrated

Voice, and other manifestations of AI, is gradually becoming more integrated as brands use them more cleverly to increase brand recognition and capture attention.

Jury member Federica Bowman, Managing Director, Digital, FirmDecisions, says: "With AI at the heart of business transformation, the impact on the cost of products and services, as well as the return on marketing investment to drive sales, is a potential game-changer."

Juha Halmesvaara, Media Innovations Director, Carat Finland, added: "Voice commerce will be worth over $40bn by 2022, and it is where the strongest and most top-of-mind brands will win big."

The judges were particularly struck by Australian pay TV brand Foxtel for which Mindshare created the truly game-changing campaign 'Monty' to encourage people to pay for a product they'd previously enjoyed for free; and DDB Group New Zealand's 'Re:scam' for Netsafe New Zealand which used chatbots to divert scammers away from actual people, helping to curb cybercrime.

A sample of WARC's Effective Innovation Report 2019 can be downloaded from lp.warc.com/warc_effective_innovation_report_warc_awards_sample.html. The report in full is available to WARC subscribers on warc.com and includes in-depth chapter analysis with views and opinions from the judges, as well as summaries - objectives, insights, strategies and results - of the winning case studies.

WARC Awards 2020 will open in November 2019. Free to enter, there is a $40,000 prize fund for the winning papers. View on www.warc.com/warcawards.prize for more information.


About WARC

- advertising evidence, insights and best practice

WARC provides the latest evidence, expertise and guidance to make marketers more effective. WARC's mission is to save the world from ineffective marketing.

WARC's clients include the world's largest brands, advertising and media agencies, media owners, research companies and universities. They rely on WARC for rigorous, unbiased information and advice on almost any advertising and marketing issue, which WARC delivers via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.

WARC collaborates with more than 50 respected industry organisations globally including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, IPA and DMA.

WARC was founded in 1985, and has offices in the UK, US and Singapore. In July 2018, WARC became part of Ascential plc, the global specialist information company.

Aug 14, 2019 16:00 HKT/SGT
Source: WARC

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


Copyright © 2019 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.



WARC
Nov 20, 2019 16:30 HKT/SGT
WARC Media Awards 2019 - Best Use of Data shortlist announced
Nov 14, 2019 21:30 HKT/SGT
Online display formats worth more to US advertisers than TV for the first time, as ad money chases next generation viewers
Nov 13, 2019 17:00 HKT/SGT
WARC uncovers the latest effective marketing trends in Asia
Nov 6, 2019 11:30 HKT/SGT
WARC Prize for Asian Strategy 2019 - winners announced
Oct 24, 2019 19:00 HKT/SGT
Global ad investment forecast to grow 6.0% to $656bn in 2020, with spend rising across all product sectors
Oct 22, 2019 16:00 HKT/SGT
WARC Awards 2020 open for entries - a global search for next-generation marketing effectiveness
Oct 17, 2019 19:30 HKT/SGT
WARC releases 'Asia's Anatomy of Effectiveness' a report on the five key lessons to deliver effective advertising in Asia
Oct 16, 2019 16:30 HKT/SGT
WARC uncovers current social strategy trends for effective marketing
Oct 16, 2019 16:00 HKT/SGT
Global Martech market hits $121.5bn
May 29, 2019 16:30 HKT/SGT
The WARC Awards 2019 - Effective Social Strategy winners announced
More news >>
 News Alerts
Copyright © 2019 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: +86 400 879 3881 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6859 8575

Connect With us: