Creativity through volatility

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
  • The urgency to respond to the events of 2020 meant that some brands lost their distinctiveness, but, for others, it created a space for innovation and the creation of new ideas.
  • The most awarded brands have a strong sense of their brand and didn’t lose their authenticity when responding to the pandemic.
  • The most awarded brands are commonly brave brands: brands that take risks and challenge category norms....

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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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