Savlon

What makes an effective campaign?

By Dan Brain, Content & Marketing Director, MAD//Fest London3 October, 2018

Brands who take a product-led approach to problem-solving and use emotion and humour are more likely to deliver effective campaigns, according to a report by MAD//Fest partners WARC.

WARC analysed Cannes Lions Creative Effectiveness entries in 2018 to identify the key ingredients of successful entries. The award acknowledges brands who have combined creativity and strategy to drive commercial results.

Other common features in entries included a focus on online conversions and using brand purpose alongside PR.

“If you can’t prove that creativity drives results, there’s no point in having the other categories,” said Fernando Machado, Burger King’s Global CMO and Cannes Lions Effectiveness Jury President.

Click here to download the report and chat to the WARC team at MAD//Fest.

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