WARC’s latest ‘Health of Creativity’ report has highlighted Burger King as the most creatively awarded brand since 2015, despite Coca-Cola registering the highest conversion rate from creativity to effectiveness overall.
In total, close to a third of Coca-Cola’s creatively awarded ideas were awarded for effectiveness. McDonalds does however remain the most awarded brand for effectiveness across the wider WARC Rankings.
In its report, WARC found a strong correlation between creativity and effectiveness, with 42% of highly awarded creative ideas also awarded for effectiveness.
This topline trend was not entirely reflected across the board however, with only a fifth (20%) of all creatively awarded ideas also receiving awards for effectiveness, highlighting how crucial the top awards can be for a campaign’s effectiveness conversion.
Global agency Ogilvy was the network with the most awarded creative ideas, followed closely by international rival BBDO Worldwide, even though the latter posted a stronger creativity to effectiveness record. Despite holding the lowest volume of creatively awarded ideas (37%), Dentsu held the highest conversion overall to effectiveness.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
WARC’s research also found that despite the prevailing trend towards digital, television remains a key channel for creative effectiveness, with the most effective campaigns (40%) harnessing the power of emotion to cut through with the public.
“Highly creative ideas awarded for effectiveness have increased from 39% to 42% and all creative ideas have upped their effectiveness from 18% to 20%,” WARC Creative head of content, Amy Rodgers said.
“Analysis of individual brands in this study suggests that advertisers need to assess both the absolute effectiveness of their work, and the contribution of creativity towards that commercial performance, to see the best impact from their marketing efforts.”
The telecoms and utility sector was found to have the highest total conversion rate to effectiveness, although retail generated the greater volume of highly creative and highly effective ideas.
