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Warc Report: Emotions Continue To Be Central To Campaigns
Manuela Walfenzao| 9 de agosto de 2017
David Tiltman, director de Contenido de Warc
According to the analysis conducted by Warc of 122 campaigns entered for the 2017 Cannes Creative Effectiveness Lions, the use of emotions continues to be central to best practice campaigns and its use as a creative strategy increased compared to 2016. The aim of the report, called Insights from the Creative Effectiveness Winners, is to establish key trends of effective advertising with powerful creativity. “As a collection of case studies, the Creative Effectiveness Lions show how creativity is evolving” said David Tiltman, Head of Content at Warc. “As the media landscape changes, brands are finding new ways to deploy creativity. Whether you have a multimillion dollar marketing budget or are trying to build a brand on shoestring, these campaigns provide benchmarks for effective advertising practices” he added. Other trends the report revealed include that: online video is now a key channel for creative effectiveness and is being used on social media, public relations and TV; social media remains the most used channel overall, but compared with previous years, it is used far less frequently as a lead media; and was one of the biggest characteristics shared by finalist pieces, allowing some low-budget campaigns to create global awareness and social change.
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