If you continue browsing, we assume that you consent to our use of cookies. If you continue browsing, we assume that you consent to our use of cookies. Here is my take. 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. Dove’s ‘Campaign for Real Beauty’ is one of the most celebrated examples of brand purpose over the past two decades, successfully transitioning it from a maker of creamy soap to a stalwart of the beauty category. 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. You can view the other videos in the series on our dedicated marketing effectiveness page. In a typical seven-day period it s not unusual to encounter the digital marketing awards making way for the automotive marketing excellence dinner with Programmatic Marketer of the Year on the Wednesday night and the release of 100 Marketers under 100 the following evening. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. If you continue browsing, we assume that you consent to our use of cookies. By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications. The campaign is a prime example of the 60/40 split between long-term and short-term marketing that marketing analyst Peter Field and adam&eveDDB head of effectiveness Les Binet have advocated. MARK RITSON — COLUMNIST. Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry. Xeim Limited, Registered in England and Wales with number 05243851 Sales were softening and main rivals Glade and Airwick were catching up by expanding their own lines and replicating many of the same messages in their ads as Febreze had around odour elimination. This video is the second in a series where Ritson will reveal the stories behind some of the most effective campaigns ever based upon case studies from 50 years of the Effies, including Apple, Gillette and Lidl, as we examine what makes marketing more effective. By Mark Ritson … And the last of the names is Effie. AMAZING!!!! Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. You name it and there is probably an award for it. Effie Worldwide partnered with Mark Ritson, Adjunct Professor, Writer, and teacher of Marketing Week's Mini MBA and the team at LinkedIn for a 10-part series featuring Effie-winning case studies. Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry. Prove your case and back-up your idea Boots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination. The results exceeded expectations – outstripping sales increase and brand attribution targets. Ritson explains how the marketers at the brand used a mix of qualitative and quantative research to diagnose and understand the market, competition, category and brand. The brand also sponsored a series of events to underline the message that it could make even the smelliest of situations smell nice, including the Gilroy Garlic Festival, held in California every summer. In 2010, Australian iced coffee brand Dare set itself some ambitious goals, including to increase sales by 150%. This is the last in the series of videos, in which Ritson reveals the stories behind some of the most effective campaigns ever from brands, including Apple, Gillette and Lidl. This video is the third in a series where Ritson reveals the stories behind some of the most effective campaigns ever from brands including Apple, Gillette and Lidl based on case studies from 50 years of the Effies. Mark Ritson provides effectiveness insights from 50 years of the Effie Awards. What they discovered is what Marketing Week columnist Mark Ritson describes in this video as the “most discouraging and depressing data he has seen anywhere”, which led to the creation of a campaign that aimed to make women feel beautiful by broadening the definition of beauty. He has a PhD in Marketing and works as an international brand consultant. 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. Snickers: “You’re not you when you’re hungry”. If you continue browsing, we assume that you consent to our use of, Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad, Watch: Ritson on how Tourism Australia used the sales funnel to boost effectiveness, Watch: Ritson on how Febreze used consumer insights to drive effectiveness, 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, Stop paying agencies for their time and start paying for their output. Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities. Mark Ritson explores how Tourism Australia’s ‘Dundee’ Super Bowl ad helped drive Americans’ consideration, desire and intention to visit Australia. MARK RITSON It sometimes looks as if the marketing and advertising industries run an awards night every other evening. Show me how. All rights reserved. Back in 2013, Lidl had both a brand perception and share of voice issue. Despite this apparent success, there was concern. Policy. You’ll be able to see more in the series on our dedicated marketing effectiveness page. Xeim Limited, Registered in England and Wales with number 05243851 Based on case studies from 50 years of the Effies, the series examines what makes marketing more effective. Mark summarizes lessons for marketing effectiveness that we’ve learned from the nine winning case studies featured in this series. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. Adjunct Professor Mark Ritson* on why the Effies are special. In 2011, Procter and Gamble’s Febreze reached an important milestone – $1bn (£786,000) in global sales and a place in P&G’s brand hall of fame. Policy. Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. As the brand with the premium price, Febreze had the most to lose. @ Effie Worldwide, Inc. All Rights Reserved. to improve your user experience. Mark Ritson is adjunct professor of marketing at Melbourne Business School and an international keynote speaker for conferences and organisational events. Registered office at Floor M, 10 York Road, London, SE1 7ND. Mark Ritson teaches the Mini MBA in Marketing. All rights reserved. From the decline in value of the UK’s top 75 brands to WeWork’s first global brand campaign and a new CMO at Facebook, catch up on this week’s biggest marketing news. Mark Ritson teaches the Mini MBA in Marketing. To address these, it launched the “Lidl Surprises” campaign, addressing those perceptions while increasing its share of voice from 5% to 19% in 2016 and 2017, leading to £2.7bn in incremental sales. And I mean a LOT. You’ll be able to see more in the series on our dedicated marketing effectiveness page. 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. READ MORE: Watch – Ritson on the effectiveness of Tide’s 2018 Super Bowl ad. Mark Ritson teaches the Mini MBA in Marketing. Access unbiased, evidence-based insights that save you time and help you make marketing choices that work. If you continue browsing, we assume that you consent to our use of cookies. WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients. The Effies is not the kind of place you want to find yourself if you’re unsure whether those new clothes really exist. Xeim Limited, Registered in England and Wales with number 05243851 How can “odour elimination” be the key attribute of febreeze, when it doesn’t eliminate the source of the odor? You can change this and find out more here, © 2020 Copyright and Database Rights owned by Ascential Events (Europe) Limited, Latest category insights straight to your homepage, A new Evidence series on key marketing questions, Category campaign data from recent case studies. To come up with the campaign, Dove-owner Unilever dug into the data around how women thought about beauty. It just conceals it for a while. Tell me more, Get expert guidance on strategic challenges There are awards for the biggest brands, the smallest brands, the brands that grew the most, the ones with the best ads, the most creative ads. Effie Worldwide partnered with Mark Ritson, Adjunct Professor, Writer, and teacher of the online course “Mini MBA in Marketing,” and the team at Linkedin Marketing Solutions for a 10-part series featuring key learnings and lessons from Gold Effie-winning case studies. Registered office at Floor M, 10 York Road, London, SE1 7ND. Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner. Registered office at Floor M, 10 York Road, London, SE1 7ND. ITV has hired two new marketers and is building a metric for ‘spontaneous brand consideration’ as it ups its efforts to turn viewing moments into transactional relationships. Mark Ritson looks at the power of Apple’s brand positioning around three central tenets - simplicity, creativity and humanity - and how its relationship with agency Chiat/Day brought that positioning to life. There are a lot of awards for marketing and advertising. 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. Marketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market. We work with 76% of the world’s top agencies and 80% of Forbes most valuable brands*. And indeed, when Dove pulled back on the brand spend in 2008, it saw sales fall. Mark Ritson is a former marketing professor. Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.