New report on effective marketing reveals significance of TV, profit, penetration and purpose

Warc, the global marketing intelligence service, has today released its IPA Effectiveness Awards Report, an in-depth study of effective marketing trends based on the winners of the IPA’s biennial competition celebrating advertising that has demonstrated a clear return on investment.

Catherine Driscoll, Content Development Manager at Warc, says, “We’ve made a comprehensive data analysis of the entries to the 2016 IPA Effectiveness Awards, which are renowned for their rigorous judging process.”

“As media usage changes, metrics adapt and creative approaches differ, our Report provides detailed and valuable insights, trends and lessons to the industry of advertising that works.”

Warc’s IPA Effectiveness Awards Report, available here, highlights the following key insights and marketing trends:

Television remains top effectiveness driver:

A significant rise in the use of emotion as a creative approach, suggesting a long-term brand building strategy, was used by many successful entrants. While digital media channels are an important part of these campaigns, the findings show that television-led campaigns are still extremely successful at generating ROI for a brand. Social media was used less as a lead channel but more as a supportive and amplifying medium.    

Brands increasingly look to profit and penetration:

Whilst sales have been a reliable indicator for proving the payback on marketing investment, in 2016 there has been a notable swing towards profit and penetration as the most important business measures. Buzz and social media measures have become the dominant soft metrics and as marketers act on advice to drive fame rather than awareness, there is a strong increase in PR value.   

There is no one-size-fits-all model of effectiveness:

A test and learn approach to drive improvement is now a common theme in effective brand marketing. A wide range of strategies – global television advertising, data-driven programmatic, and participation campaigns - were used with the return on investment achieved by both small and large budget campaigns providing inspiration for brands of all types, as well as opportunities for new learnings from the different approaches.

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.

David Tiltman, Warc's head of content, will be discussing the report's findings with a panel of leading client and agency representatives, and how they can be applied to their businesses, at an IPA-hosted event on the evening of Monday 27 February. The event will also include the premiere of a new IPA/Thinkbox Brand Film outlining ‘10 Lessons for Marketers’ from the sustained effectiveness of John Lewis marketing, which was awarded the 2016 IPA Effectiveness Awards Grand Prix. Tickets are available here.


Last updated 21 January 2022