Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions. There is no higher award in marketing or media than an Effie. The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues. Xeim Limited, Registered in England and Wales with number 05243851 Watch Mark Ritson’s keynote at The Festival of Marketing and discover his recipe for brand success this year and beyond. “The Effies are awarded on the basis not of who’s got the nicest brand [and] who’s got the best creative, but whose work had the most impact and ultimate effect,” said Ritson, noting that wining a Grand Effie can be “career making” for brands and agencies. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on WhatsApp (Opens in new window), Click to email this to a friend (Opens in new window), With the deadline for Effie Canada 2020 approaching. If you continue browsing, we assume that you consent to our use of, Mark Ritson: Distinctiveness is marketers’ main challenge, ‘Brutal objectivity’: Tesco’s CEO on how he reversed the brand’s fortunes, ‘We’re not a passive brand’: Rufus Radcliffe on putting ITV at the heart of British culture, Reckitt Benckiser: Brands must try not to ‘oversell their story’ on climate change, Grace Kite on why there is no ‘blanket’ rule for 2021 planning, Helen Edwards: Marketers are underestimating the signs of customer behaviour. By: Mark Ritson, adjunct professor, Melbourne Business School. Mi koristimo kolačiće kako bismo osigurali najbolje korisničko iskustvo na našoj web stranici. We’ve all seen bad strategy. Sorry, your blog cannot share posts by email. Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions. This partner content brought to you by… Effie Awards Canada . “Marketing effectiveness is declining, and it’s doing that because marketers don’t know as much about marketing as they used to: https://t.co/ZayNjO6TR7” There is no higher award in marketing or media than an Effie. Hale ­despaired of this back in 2016 when he famously refused to award a single long-term Effie ­because he simply did not see any brand engaging with customers in anything other than a short-term manner. All rights reserved. that tends to accompany short-term tactical marketing. Long & Short 5. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. From research to research. Plus, we’re working with our Effie Worldwide partners on a new initiative to put the best of Canada on the global stage.”. Ritson cited a study of 3,200 campaigns that ran in the U.S. between 2010 and 2015 conducted by Analytic Partners. First, it’s clear that effectiveness depends on a simple strategy. Enter today at www.effiecanada.com. Marketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers. The Crisis in Creative Effectiveness… While marketing in general has been obsessed with the impact of the coronavirus and the subsequent recession that follows it, the bedding-in of long and short thinking for most advanced marketers appears to be almost complete. No surprise, then, that last Thursday’s award dinner in Sydney was a tense affair. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. Sign in. ­Despite an almost endless stream of industry galas to attend and gongs to collect, a Gold Effie is the prize anyone of substance aspires to win. Policy. An arrogant manager, usually ably assisted by an expensive consulting company, produces a 20-page document meant to describe the new marketing ­approach but that confuses everyone with flow charts and buzzwords and little of any substance. In the last two short years, ‘The Long and the Short of It’ authors Les Binet and Peter Field have been established, along … After trawling through thousands of case studies from half a century of Effies award-winning campaigns, Ritson revealed his eight-step guide to building brands in 2020 and beyond. Mark Ritson spent a sizeable chunk of 2019 looking at the secrets of some of the most effective marketing activity of the past 50 years to determine the key to strategic effectiveness. 22 Jul … The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year. Registered office at Floor M, 10 York Road, London, SE1 7ND. You want an Effie? An hour spent studying the best Effie-winning campaigns reveals that whole debate to be not only unhelpful but also downright wrong. The room was left with several nuggets of gold to consider when it comes to effectiveness, summarised in the video above. While Ritson’s analysis suggested that effectiveness tends to increase in lockstep with campaign duration, he cautioned marketers that the key is to move from the “tyranny of ‘or’ to the generosity of ‘and. He cites his agency’s work for Latitude Financial Services with its combination of mass-targeted, brand-building TV and outdoor media featuring Alec Baldwin and shorter-term, data-driven targeted recruitment further down the funnel using digital media. He contributes a weekly column for Marketing Week for almost a decade and won PPA Business Columnist of the Year three. Ritson outlined 10 practical rules to effectiveness, analysing various effective campaigns along the way, as well as sharing insights on effectiveness from some of the industry’s thought leaders, both historical and contemporary. Do Brands Always Need to Sell Aggressively to Grow? Mark Ritson spent a sizeable chunk of 2019 looking at the secrets of some of the most effective marketing activity of the past 50 years to determine the key to strategic effectiveness. Post was not sent - check your email addresses! Building long-term partnerships built on honesty, fairness, openness and mutually high expectations.”. Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion. In Reverse Order… 10.Enough Research 9. If you continue browsing, we assume that you consent to our use of cookies. A new voice for a new age of Canadian marketing, This partner content brought to you by… Effie Awards Canada. 5,900. In the case of the Defence Force Recruiting, the team did not decide between TV or online video or Spotify versus radio. In its winning submission for the Grand Effie, for example, the complexity of persuading young men and women to join the Australian Defence Force was boiled down to a focus on driving increased consideration and then ramping up the conversion of these applicants into employees. In contrast, the second lesson from the Effies is all about adding, not subtracting. 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The reason, he said, is that most marketers see the world in windows of less than 12 months, which means they only see the immediate impact (3X ROI!!) 10 6 Research # Research. What is the role of Public relations today? There usually aren’t many handed out each year and, as the abbreviated name suggests, it is based on the only measure that ultimately counts: effectiveness. Press Enter / Return to begin your search. Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category. Halter says the only way to be truly effective is to ­embrace shorter-term immediate wins with longer-term branded focus. This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. Ritson said that too often, brand objectives range from vague C-suite driven business aspirations (become the #1 brand in the market or reverse a sales decline), to being overly tactical (get 400,000 social mentions). Xeim Limited, Registered in England and Wales with number 05243851 “The answer to the ridiculous debate that we’ve had for the past decade about which medium is better is ‘all of them,'” he said. to improve your user experience. “Efficiency is doing things right; effectiveness is doing things right.”. With the deadline for Effie Canada 2020 approaching, Ritson’s talk was particularly relevant for Canadian brands and agencies preparing their submissions. He has a PhD in Marketing and has been a marketing professor at London Business School and the University of Minnesota and a visiting professor at MIT Sloan and SMU. In celebration of the 50 th anniversary of the Effie Awards, Ritson led the guests through an analysis of the Effies, to distil what drives effectiveness in campaigns. We continue to have anodyne debates within media about whether YouTube is killing television or Facebook is better than radio. ­Despite an almost endless stream of industry galas to attend and gongs to collect, a Gold Effie is the prize anyone of substance aspires to win. Bosnian, By: Mark Ritson, adjunct professor, Melbourne Business School. There are thousands of campaigns launched in this country each year, a few hundred submit their work for consideration for an Effie, and only a handful earn the fabled award. Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads. All rights reserved. BMF hosts Professor Mark Ritson to talk Effectiveness. The Advertising Industry: From Alchemists to Distributors and Back Again, Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead.