Relevance matters

Looks at the importance of emotional connection between advertiser and consumer, and its impact on short- and long-term effectiveness.

Maintaining cultural relevance, being relatable, authentic, and taking the time to truly understand an audience’s beliefs and values has never been more important for brands than it is now.

Many studies have explored the value of an emotional connection with your audience, consistently demonstrating the long-term brand impact in such an approach.

In Metrics that Matter, an effectiveness study conducted by Magnetic and Carat, brand relevance was found to have the strongest link to brand KPIs. Other studies support this evidence too. Kantar’s BrandZframework points to brand affinity playing a key role in driving growth. Both...

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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.

Insights Team
Bray Leino

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