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RESEARCH, ANALYSIS & TRENDS

WARC releases "Anatomy of Effectiveness:

2022 Updated Edition"

In 2019, WARC, the global authority on marketing growing lack of confidence in advertising and media
effectiveness, launched the highly successful measurement.
Anatomy of Effectiveness report at Cannes
Lions. Three years on, an updated edition is “This updated edition of our white paper draws on new
thinking and the latest evidence to present the key
released at this year’s Festival, to give brand building blocks required to deliver commercial impact
marketers, advertising agencies and media today.”
owners a fresh perspective on the five key
building blocks of effective marketing. WARC’s “Anatomy of Effectiveness: 2022 Updated
Edition” highlights the following five priorities for brands
David Tiltman, SVP Content, WARC, says: wanting to improve the impact of their advertising:

“In 2019, we noted a sense that advertising, in its 1. Invest for growth
current form, was not driving the growth it should be.
This was backed up by researcher Peter Field Understanding how factors such as brand size,
declaring a 'crisis in creative effectiveness.' campaign investment and category dynamics will
determine effectiveness are key first steps when it
“Today, there’s no sign that the crisis is over. In fact, comes to setting budgets and agreeing on objectives.
there are a host of new questions and issues to Getting the right framework for investment is crucial if a
resolve. We’ve had a pandemic that saw budgets campaign is to meet its potential.
switch out of brand investment into performance
marketing; we’ve seen the rise of ‘retail media’ 2. Balance your spend
platforms that are reshaping the media landscape; and
with the impending death of the cookie, we see a Set the right framework for investment to ensure
sustainable success. Whether it is long-term effects vs

4 June 2022: Performance Marketing