Latest Research By WARC Shows Highly Awarded Creative Campaigns Are Significantly More Effective

Latest Research By WARC Shows Highly Awarded Creative Campaigns Are Significantly More Effective
B&T Magazine
Edited by B&T Magazine



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

Warc

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]