Cases for Creativity: 2013 - The year good made friends with great

James Hurman's "Cases For Creativity" list identifies those pieces of work each year that accomplish "The Holy Grail": a Gold Lion at Cannes for creativity followed by a Gold Effie in a leading effectiveness contest.

This New Year we’ve again gathered together a family of campaigns that represent something of a high watermark of achievement in our industry. To be judged Gold at Cannes and then Gold at the Effies is evidence of an advertising idea that is beyond reproach – both in terms of the commercial or behavioural impact it creates for its client and the way it moves our industry forward through sheer imagination and innovation.

In 2013, twelve campaigns achieved this remarkable distinction. They’re all big ideas that have spread contagiously through earned and social media – now almost a necessity for true advertising effectiveness. Tellingly, they are...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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