WARC reveals innovation trends for effective marketing

WARC, the global authority on advertising and media effectiveness, has today released the Effective Innovation Report 2019, highlighting key themes from some of the world’s most original marketing thinking.

Drawn from the winners of the Effective Innovation category of this year’s international WARC Awards, a global search for next-generation marketing effectiveness, the report includes opinions from judges, and showcases ideas that have transformed a business or disrupted category conventions and delivered results.

WARC’s Effective Innovation Report highlights three key trends within marketing innovation that provide valuable lessons to the advertising industry.

Human and cultural insights can power innovation. Jury member Jem Fawcus, Group CEO and Owner, Firefish, comments: “A brand has to add value to lives by understanding the culture that people value and incorporating it not just in communications, but in the product itself.

“Fawcus cites examples like SOK Media’s ‘Block Wish’ for Alepa, a Finnish convenience store that asked its customers what they wanted to see stocked on the shelves; and ‘My Line’ by MullenLowe SSP3 for Colombian Ministry of ICT, a simple but effective campaign that successfully provided 99.3% of Colombians with internet access via feature phones.

Personalisation continues to obsess brands and combining it with innovation has led to great results.Stand out campaigns include ‘The Woman Behind the Veil’ by FP7 McCann Riyadh for Al Rajhi Bank in Saudi Arabia, which circumnavigated advertising regulation and won favour with women by using mirrors in outdoor sites.

Hannah Mirza, Media Programme Lead, Diageo, and member of the jury, comments: “Data and technology have empowered the potential of marketers all over the world. The creative interpretation of how to implement personalisation is what is differentiating the innovators in its application.”Brands that are thinking beyond the screen and into consumer utility through personalisation are having the breakthrough moments. This leads to growth and brand salience as not only fit for purpose but useful to consumers’ lives.

“Voice, and other manifestations of AI, is gradually becoming more integrated as brands use them more cleverly to increase brand recognition and capture attention.

Jury member Federica Bowman, Managing Director, Digital, FirmDecisions, says: “With AI at the heart of business transformation, the impact on the cost of products and services, as well as the return on marketing investment to drive sales, is a potential game-changer.

“Juha Halmesvaara, Media Innovations Director, Carat Finland, added: “Voice commerce will be worth over $40bn by 2022, and it is where the strongest and most top-of-mind brands will win big.

“The judges were particularly struck by Australian pay TV brand Foxtel for which Mindshare created the truly game-changing campaign ‘Monty’ to encourage people to pay for a product they’d previously enjoyed for free; and DDB Group New Zealand’s ‘Re:scam’ for Netsafe New Zealand which used chatbots to divert scammers away from actual people, helping to curb cybercrime.

WARC Awards 2020 will open in November 2019. Free to enter, there is a $40,000 prize fund for the winning papers. View here for more information.


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene