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RESEARCH, ANALYSIS & TRENDS

short-term sales impact, brand-building vs performance
marketing, broad reach vs active in-market buyers or
upper funnel vs lower-funnel, plan for effectiveness
across different timeframes, messaging, audience
types and buyer journeys to deliver maximum growth.

3. Plan for reach

Campaign reach is becoming harder to achieve as
media consumption fragments. This is forcing
marketers to reconsider long-held assumptions about
reach and frequency management. Factors to be
considered include brand objectives, media selection
and consumer purchase habits.

4. Be creative

Creativity makes a difference and is the most powerful
weapon under the marketer’s control. There is
widespread evidence that creativity delivers increased
effectiveness when it is distinctive, engaging, emotional
and has some longevity. Recent research cited in The white paper features new case studies, expert
LIONS’ State of Creativity 2022 study claims only 8% of opinions and over 20 “Evidence” decks. WARC clients
agencies feel confident in convincing clients to invest in can read the report in full, and a complimentary sample
high quality creativity and 12% of clients feel confident edition is available for all here.
in convincing the CFO to invest in high quality creative.
Highlights from the white paper will be presented to
5. Plan for recognition Cannes Lions attendees on the Discovery Stage in the
Palais des Festivals. These complement a full week’s
Advertising must be associated with the brand behind it worth of content presented by WARC together with the
if it is to work. Planning for recognition involves creating world’s leading effectiveness experts, covering
shortcuts in consumers’ minds that make brands more strategy, media, creative and digital commerce.◊
memorable, impactful and easy to recall. Failure to
brand communications properly is a common pitfall. By MediaBUZZ
Investing in and nurturing distinctive assets will enable
quick recognition.

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June 2022: Performance Marketing 5