In this session...
Great creative isn’t a replacement for ad budgets, but a way to supercharge the budget you do have. At WARC, we study what makes marketing effective. Effectiveness is about understanding the whole impact of your marketing, and the trade-offs between different channels and techniques. Marketing effectiveness is proof that a campaign met its upfront agreed-upon objectives and delivered business value.
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There is an important difference between effectiveness and efficiency. Efficiency is the ratio of results to resources, of marketing profit to marketing spend. It’s one element of effectiveness, cost-effectiveness. Creative effectiveness is understanding the role the creative idea and creative execution have in driving results.
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What You'll Learn from This Session...
- Numerous studies have shown that creativity has an outsize impact on sales and on profits.
- Marketing’s job is to cultivate future demand, so when consumers are ready to buy, they know your brand.
- Iconic campaigns deliver enduring long-time value that drives business outcomes.
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