Media Week
WARC has released the 2022 updated edition of its highly successful Anatomy of Effectiveness report at Cannes Lions.
Three years on from the initial launch, the updated WARC paper aims to give brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effective marketing
David Tiltman, SVP Content, WARC, said: “In 2019 we noted a sense that advertising, in its current form, was not driving the growth it should be. This was backed up by researcher Peter Field declaring a “crisis in creative effectiveness”.
“Today, there’s no sign that the crisis is over. In fact, there are a host of new questions and issues to resolve. We’ve had a pandemic that saw budgets switch out of brand investment into performance marketing; we’ve seen the rise of ‘retail media’ platforms that are reshaping the media landscape; and with the impending death of the cookie we see a growing lack of confidence in advertising and media measurement.
“This updated edition of our white paper draws on new thinking and the latest evidence to present the key building blocks required to deliver commercial impact today,” Tiltman added.
The ‘Anatomy of Effectiveness: 2022 Updated Edition’ report by WARC highlights the following five priorities for brands wanting to improve the impact of their advertising:
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