Effective 100: Lessons from the global effectiveness rankings 2019

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
  • Attention is a valuable resource, so media innovation is increasingly necessary to capture it; the blending of real-world stunts and online activation has been particularly effective.
  • Brands need to be recognisable and distinctive assets that trigger memory have been used to great effect by top campaigns.
  • Blending brand-building and performance marketing are increasingly being seen as key to long-term effectiveness, partially driven by the research of Les Binet and Peter Field....

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