Latest Research By WARC Shows Highly Awarded Creative Campaigns Are Significantly More Effective
Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for the WARC Rankings, the ultimate benchmark for marketing. Using the results data from between 2015 and 2022, WARC has assessed the health of creativity to establish how often creative work is also effective.
The study reveals that of the 5,000+ creatively awarded campaigns analysed, 42 per cent of highly creative ideas (those ranked in the WARC Creative 100) are subsequently awarded for effectiveness, compared to 20 per cent for all creatively awarded ideas.
“Since we published the previous edition of ‘The Health of Creativity’ in 2021, there have been many studies proving how creativity supercharges effectiveness, so we wanted to see if the status of effectiveness of creatively awarded campaigns had changed,” said Amy Rodgers, head of content, WARC Creative.
“This latest research shows a marginal improvement over the last couple of years. Highly creative ideas awarded for effectiveness have increased from 39 per cent to 42 per cent and all creative ideas have upped their effectiveness from 18 per cent to 20 per cent”,
“Analysis of individual brands in this study suggests that advertisers need to assess both the absolute effectiveness of their work, and the contribution of creativity towards that commercial performance, to see the best impact from their marketing efforts”.
Looking at the characteristics of campaigns highly awarded for both creativity and effectiveness, as well as creative conversion by sector, brand and agency network, key insights outlined in this latest edition of The Health of Creativity are:
- A fifth (20 per cent) of creatively awarded ideas between 2015 and 2022 were subsequently awarded for effectiveness.
- When ideas are highly awarded for creativity, the conversion to effectiveness awards rises from 20 per cent to 42 per cent.
- Since the last analysis in 2021, the conversion rates have only changed by a couple of percentage points, indicating that this conversion rate is fairly static.
- The most successful ideas across creativity and effectiveness focus on building brand equity through their use of television (highly creative and effective ideas are more than twice as likely to lead with TV as any other channel) and emotion (40 per cent of the most creatively effective ideas used emotion as a creative strategy).
- The telecoms & utility category has the highest conversion rate to effectiveness, but the retail category has the highest volume of highly creative and highly effective ideas.
- Successful ideas have higher creative commitment scores (the three drivers of creative commitment to boost campaign performance are: spend, duration, and the number of media channels used). The average creative commitment score of campaigns in the WARC database is 5.9 (of a total of 15). This score rises to 6.8 in ideas that are both highly creative and highly effective.
- Highly creative and effective campaigns reach higher rungs of the Creative Effectiveness Ladder, a universal framework for planning effective marketing communications to drive specific outcomes, at all levels of creative commitment.
- Burger King is the most creatively awarded brand, but Coca-Cola has the highest conversion rate from creativity to effectiveness, with almost a third of its creatively awarded ideas also awarded for effectiveness. Samsung and Volvo outperform their category averages.
- McDonald’s is the most awarded brand for effectiveness in the WARC Rankings, but this study shows that creativity now has a greater contribution to its marketing results, with its conversion rate trending upwards over the study period.
- Ogilvy is the network with the most awarded creative ideas, closely followed by BBDO Worldwide, however, BBDO has converted the highest absolute volume of them to effectiveness awards. Whilst Dentsu has the lowest volume of creatively awarded ideas, at 37 per cent, Dentsu holds the highest conversion overall to effectiveness.
Please login with linkedin to comment
WarcLatest News
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.
Zimmermann Opens An Immersive Brand Space At Iconic Paris Department Store Le Bon Marché With Amplify Paris
Zimmermann continues to pioneer Aussie fashion on the global stage. Not forgetting Tradies underpants in that comment.
Red Rooster And Four‘N Twenty Team Up To Rev Up “Aussie-ness” Ahead Of Footy Final Season
Australia's greatest culinary gifts to the world join as one. B&T unsure of the whereabouts of the lamington.
‘The Emperor’s New Clothes Are Going To Be Stripped Off’: News Corp’s Pippa Leary & Panel Of Industry Leaders Urge Advertisers To ‘Wake Up’
B&T goes one-on-one with News' MD of client product, Pippa Leary. Sadly, we got KO-d in the third.
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
Accidentally doze off during the juicy bits at yesterday's D_Coded? No one will be any the wiser with these cheat tips.
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Look no further than this for the huge marketing potential of gaming. That & people willingly drinking Monster.
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
Disruptor wants to "challenge traditional banking conventions". "We'll see about that," retorts Mr CBA, Westpac, et al.
Chris Freel: The Uncomplicated Complexity In OOH
Former UnLTD boss come oOh! sales director talks his love of outdoor (as in the ad medium, not hiking up a steep hill).
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
B&T's shining a light on the B2B category for the coming Croc Awards. Well, more candle after the torch batteries died.
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
Travel's so popular they even have large conferences in Las Vegas dedicated to it. To prove it, B&T's there. Right now.
News Corp’s Lou Barrett On D_Coded: ‘The Penny Has Dropped… So We’ve Supercharged How Brands Plan, Book & Measure In One Place’
B&T chats with Lou Barrett post News' D_Coded event yesterday. Alas, we didn't talk the Tele's bikie gang fascination.
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.