Advertising creativity was indicted, tried and judged ineffective last year by some. WARC has delivered a response.
To assess how often highly creative work is also effective, WARC has analysed the data from the 2016-2019 WARC Creative 100 Rankings and the WARC Effective 100 Rankings covering awards shows tracked between 2015 and 2018.
332 ideas were ranked in the WARC creative 100. 38% (126) were also awarded for effectiveness and 33 were also ranked in the WARC Effectiveness 100.
WARC has also analysed the 126 most creative and effective ideas and found five characteristics:
Subscribers can also access a deck, which includes the case studies of the 33 highly successful ideas for both creativity and effectiveness across alcoholic drinks, automotive, clothing & accessories, financial services, FMCG, food, leisure & entertainment, media & publishing, pharma & healthcare, retail, soft drinks, technology & electronics and telecoms & utilities.