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    WARC Unveils Insights From Cannes Lions Creative Effectiveness Campaigns 2017

    By SPW ManagerUpdated:No Comments5999 Views
    LONDON -- (SPW) --

    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: 

    • 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.Online
    • 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 creative community through its excellence?"

    WARC's 'Insights from the Creative Effectiveness winners' report includes:

    1. In-depth analysis of campaign trends – video, social, purpose and emotional advertising
    2. 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'
    3. Case studies of the Cannes Creative Effectiveness Grand Prix and best entries of 2017
    4. An interview with jury president Jonathan Mildenhall, Chief Marketing Officer, Airbnb
    5. Tips on how win a Creative Effectiveness Lion.
     
    For more information on the report please visit here
     
    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 here   
     

    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.

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    Amanda Benfell
    PR Manager
    WARC
    Contact via email
    SPW Category:Industry Research
    Tags:Advertising EffectivenessWarcCannes Lions



    Creative Trailblazer Javier Campopiano Returns as Executive Jury President For The 2025 NYF Advertising Awards

    Thursday, November 21, 2024
    Javier Campopiano Returns as Executive Jury President for New York Festivals.

    New York Festivals Advertising Awards is thrilled to announce that Javier Campopiano, Global Chief Creative Officer at McCann Worldgroup and McCann will return as the 2025 Executive Jury President. In January, NYF’s Advertising Awards will kick off a spectacular new season, once again spearheaded by industry innovator Javier Campopiano. He will continue to build on the success of last year’s event by pulling together a carefully curated mix of both creative and brand leaders to ensure that a diverse array of viewpoints and perspectives are brought together. Through thoughtful discussions and expert evaluations, this coveted group will establish the benchmark for creative excellence in 2025. “We’re honored to have Javier Campopiano return to lead the 2025 Executive Jury,” said Scott Rose, President, New York Festivals Advertising Awards. “With his seasoned global perspective and mastery in crafting campaigns that push creative boundaries, Javier’s insight will once again inspire a bold standard of excellence within our jury sessions.” Campopiano has built a reputation as an innovative creative, consistently standing out on the global stage. His achievements have garnered international acclaim, including over 200 Cannes Lions, which feature prestigious accolades such as Titanium Lions and Grand Prix. Additionally, he has received top honors at numerous renowned international competitions. Campopiano said, “Serving as Executive Jury President for New York Festivals is its own reward, and I am honored to be taking on this important role again. Together with an incredible group of accomplished industry peers, we will be looking for creativity rooted in human truths that generate... Read More

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