Does campaign complexity help or hinder advertising effectiveness?
That was the question The Communications Council wanted answered when the industry body contracted consultant Rob Brittain and global marketing authority Peter Field to identify patterns and trends in the Effie’s Australia database.
Using high-quality data from 143 campaigns across the 2018 and 2019 Effie Awards entries, the pair set out trying to find out exactly what makes a campaign effective. The measures used included ‘business effects’ such as short-term sales, long term share, new customers and brand profit; along with ‘brand effects’ such as short-term performance, long term memory structures, mental...