Warc launches effective marketing report. Insights from the 2016 IPA Effectiveness Awards
Purpose marketing comes to the fore: Purpose-driven marketing has been a key trend in the industry and can lead to commercial success. Purpose should be fully integrated across the company and be a good fit for the brand. Campaigns that involved consumer participation were also a key theme to help build momentum and engagement. The most successful can cross geographical and cultural barriers and can resonate beyond its original target.
The comprehensive IPA Effectiveness Report 2016 is available to read in full on www.warc.com
David Tiltman, Warc's head of content, will be discussing the report's findings with a panel of leading client and agency representatives at an IPA-hosted event in London on the evening of Monday 27 February. http://www.ipa.co.uk/events/10-lessons-for-marketers.
The IPA Effectiveness Awards are the world's most rigorous industry competition that rewards campaigns that demonstrate their marketing payback. In total, 11 gold, 13 silver and 15 bronze prizes, along with nine special prizes were awarded. The top prize, the Grand Prix, was awarded to John Lewis's agencies adam&eveDDB and Manning Gottlieb OMD for proving how their heart-warming Christmas campaigns between 2012-2015 increased sales during the festive season by 16% on average, and produced over 8 British pound of profit for every 1 British pound spent. As a result, John Lewis's annual market share increased to 29.6%, its highest level ever.
About the IPA Effectiveness Awards
The IPA Effectiveness Awards are advertising's most uncompromising competition that provides the winners with proof and independent validation that their marketing works. Held every two years, the Awards are open to any communications agency, media owner or advertiser worldwide. Entries can feature campaigns involving any product category, country or size of budget. www.ipa.co.uk
About Warc - ideas and evidence for marketing people
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 also 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. Warc hosts three annual global case study competitions: The Warc Awards, Warc Innovation Awards, Warc Media Awards as well as the Warc Asian Strategy Awards.
Founded in 1985, Warc is privately owned and has offices in the UK, U.S. and Singapore.
PR Manager, Warc
Tel: +44 20 7467 8125
Source: Warc - Ideas and evidence for marketing people
Amanda Benfell PR Manager, Warc Email: firstname.lastname@example.org Tel: +44 20 7467 8125
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