WARC
As the marketing industry descends on Cannes, David Tiltman says it’s time to raise the level of debate around effectiveness.
Today WARC launches a new white paper: Anatomy of Effectiveness. It’s a distillation of the current evidence, case studies and thinking around effective advertising.
Why do this at Cannes Lions, a celebration of creative excellence?
Well creativity, as the report shows, remains one of the most powerful tools for driving effective marketing – when it is properly applied.
But what sort of creativity? And what kind of framework should it sit in? With what budget behind it? In what channels?
Those are the kinds of question that broad-brush studies of the business impact of creativity tend to ignore. But they’re exactly the sort of questions WARC’s clients in both agencies and advertisers come to us with. They’re the questions we try to answer in the content we commission, the analysis we produce, and the sessions we run (including at Cannes). And they’re the questions we try to address with the new white paper.
Read the full article on WARC.