ROI looks impressive on a slide, but it’s a measure of efficiency, not effectiveness. As Zac Martin argues, it rewards cuts over growth and short-term wins over long-term brand value.
True
effectiveness
The problem with ROI
effectiveness
roi
Effie reveals 58 contenders for global effectiveness title
effectiveness
effie
global
Winners of the Global Grand Effies, including top prize the Iridium Effie, to be announced later this month
65% of Indians will buy brands that stand for something they can identify with
advertising
awards
creative
effectiveness
kantar
This was one of the key findings that Kantar shared while launching the fourth edition of its ‘Creative Effectiveness Awards’ for India.
Only one third of every ad dollar spent reaches an end user: ANA report
effectiveness
programmatic
transparency
The US advertisers' industry body has exposed the $88 billion programmatic market's damning lack of transparency in a recent report – here’s where your programmatic ad dollars may really be going.
Google disputes claims of misleading video ad placement
adalytics
effectiveness
google
video
In a blog post, Google's global video solutions director suggests a recent report about its video partner network is inaccurate.
CirclesLife's marketing lead on building a sustainable first-party data strategy
adtech
effectiveness
first party data
performance marketing
programmatic
The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.
Nielsen report: Advertisers aren’t spending enough money
ad spend
effectiveness
nielsen
roas
roi
Study finds that media spend needs to be between 1% and 9% of revenue to stay competitive.
Johnny Walker, Heinz and Tide have the most effective ads in SEA: Kantar
advertising
effectiveness
kantar
research
The three brands are the grand winners of the Kantar's Digital Creative Awards SEA.
APAC Effies announces shortlist
awards
effectiveness
effies
107 finalists from 11 APAC territories have made the cut, with winners to be announced in September
Influencer campaigns lack memorability and impact, new study shows
effectiveness
influencer
kol
roi
More than half of the UK consumers surveyed admitted they could not recall a brand’s name after seeing it in an influencer post, with only a quarter having purchased a product recommended by an influencer.
Are we, as an industry, rewarding the right things?
advertising
agencies
apac
asia
awards
creativity
effectiveness
pr
Strategies are moving towards rooting brands in specific cultures over the long term, rather than flashy, short-term campaigns. It may be time to rethink awards categories to reflect this, writes BBH Singapore's chief creative officer.
Decoding Creativity x Effectiveness: In conversation with Graham Drew
creativity
effectiveness
spikes
spikes asia
The chief creative officer at Grey Malaysia discusses 'Your Plastic Diet', a gold winner in the Tangrams Strategy and Effectiveness Awards at Spikes Asia.
Decoding Creativity x Effectiveness: In conversation with Ian Mackenzie
creativity
effectiveness
spikes
spikes asia
Spikes Asia talks to the chief creative officer about the Creative eCommerce Spike-winning campaign, 'Publicly Traded'.
Decoding Creativity x Effectiveness: In conversation with Rahul Mathew of DDB Mudra Group
creativity
effectiveness
spikes
spikes asia
Spikes Asia talks to the agency's chief creative officer about the Creative Strategy Spike-winning campaign for Stayfree, 'Project Free Period'.
Sometimes the old ideas really are the best
advertising
creativity
effectiveness
tiktok
warc
There are 48 ways to transform creativity. Here’s number three – use an old idea.
Third of budgets wasted due to poor briefing and bad comms: IPA study
effectiveness
ipa
Report reveals 'staggering and uncomfortable truths' about the confusion, misalignment and miscommunication between marketers and agencies.
These 20 ads were the most effective of 2020: Kantar
advertising
effectiveness
kantar
research
Heineken's 'Cheers to all' takes the top position and APAC work gets two mentions on the list of 2020's most effective ads, compiled from 10,000 contenders by Kantar's Link pre-testing solution.
Tangrams Strategy and Effectiveness award winners for 2021 revealed
effectiveness
spikes asia
Mindshare and The Monkeys scoop up the most metal, with BMF taking the sole platinum.
Channeling pandemic headwinds into effective marketing tailwinds
creativity
effectiveness
r3
spikes
visa
SPIKES ASIA X CAMPAIGN: CMOs and marketing consultants say the pandemic has brought much needed agility, experimentation and digital thinking to the creative process.
How Jollibee's Arline Adeva gauges effectiveness
effectiveness
Ahead of the Tangrams shortlist and winners announcements, we ask the 2021 jury member how she gauges effectiveness in her own work at the Filipino fast food giant and in the campaigns of others.