Campaigns that have a clear ‘promise to the customer’ are likely to see in increase in both effectiveness and impact, with brand health improvements, increased market share and long-term shares, according to the latest WARC report.
Conducted in partnership with LinkedIn’s B2B Institute at Cannes Lions and strategy expert Roger Martin, the analysis – which considered data from over 2,000 advertising campaigns – found that campaigns with a clear PTTC are 48% more likely to report brand health improvements than those without.
The increase in effectiveness and impact was consistent regardless of campaign budget, duration or number of channels used.
In addition, PTTC campaigns also have a commercial advantage – they are 60% more likely to report increased market share, and 17% more likely to report increased market penetration than non-PTTC campaigns.
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The study also validates a new proxy mental model that will allow marketers to use marketing frameworks in a way that is more easily understood by the C-suite, other functions within their organisation and customers.
PTTC works both as an upstream organising principle – helping businesses interpret what the marketing department is trying to achieve – and a downstream impetus to creative communications.
“PTTC establishes both a compelling imperative and a helpful roadmap for overcoming the often siloed worlds of product, marketing, go-to-market, and customer loyalty,” said CEO advisor, Roger Martin.
He added: “It is now crystal clear that if a company isn’t making a clear PTTC, it is wasting its advertising spending for no reason other than ingrained bad habits.”
WARC senior vice president, David Tiltman, said: “PTTC is an exciting idea because it can work both at a corporate level and as a starting point for creative communications. And as we are starting to see in the analysis, this approach can deliver real benefits in terms of brand health and long-term sales impact.”
