Mark Ritson, Adjunct Professor, Melbourne Business School presented 'Exclusive Research: Lessons on Effective Advertising from Half a Century of Effie Awards'.

1. 10 Lessons on Effective Advertising
From Half a Century of Effie Awards

2. 1968 2019
5,900

3. Research

7. Strategic Objectives

8. Objectives – The Signal of Strategy
Business
Aspirations
Reverse sales
decline
Tactical
Goals
Get 400,000
Social mentions
Strategic
Objectives
Increase
Consideration

9. Objectives – The Signal of Strategy
Increase Brand Awareness
from 70% to 80% by June 2016
Increase Consideration
from 15% to 65% by June 2016
Become the market leader in Iced Coffee, Then grow share in NART

10. Australian Comparison
AverageObjectives
USA Australia
3
2
1
0
0.28
0.41 0.400.37
2.5 2.5
N=1445

11. Long & Short Term

12. Peter
Field
Les
Binet

13. 6 Month
Window
SalesUpliftoverBase
Time

14. Hugh Johnston, Pepsico CFO
“Any idiot can do short term. Any idiot can do long term.
The trick is to do both.”

15. <12M >12M <12M >12M N=1445
100%
50%
0
81%
19%
66%
34%
Australian Comparison

16. Target Marketing?

17. Byron Sharp & Sophisticated Mass Marketing
Prof Byron Sharp
Sophisticated mass marketing
doesn’t mean targeting everyone, nor
does it mean treating everyone the
same. It means understanding the
heterogeneity in your market, and then
catering for only the differences that
matter in order to maximise reach
while not eliminating the benefits of
scale.

18. Binet & Field, IPA Data
The BIG Answer

19. Masterbrand Category
Link the POV to ProductsMake the POV Famous
PersuasionEmotional Connection
Cultural Resonance Mental Availability
Sales

20. Mass-Marketing Target Segments
Target the Whole Category
Mass-Reach Media
Brand Image
Long Term Consistency
Target Specific Segment(s)
More Targetable Media
Product Positioning
Shorter Term Activations

21. Australian Comparison
Segment Mass L&S N=1445
100%
50%
0 Segment Mass L&S
75%
25%
64%
20%
16%

22. Media vs Creative

23. 100%
80%
60%
40%
20%
0%
2011-2015 Media Focus
ProportionofEntries
n=4,2322010. 2011 2012 2013 2014 2015 2016 2017
Media
Dominant

24. Shit that arrives at the
speed of light is still shit.
David Abbott
Shit that arrives at the speed of light,
is still shit.

25. 9% 2%
47%
15%22%
5%
Targeting
Context
Creative
Brand
Recency
Reach
The Effective Power of Creative

26. The Effective Power of Creative

27. Differentiation?

28. Realistic Differentiation
Rosser Reeves
USP
Ries & Trout
Own a Single Idea
• Different Names
• The brand is here now, others are not
• I know where it is
• I have an account with them
• It has my size
• This is the only one in red
Byron Sharp
Differentiation?

29. Multi-Channel

30. UK Campaign of the Year

31. US Campaign of the Year

32. The Synergies of Integration

33. The Lost Secret Formula of Synergy
A x B > 2a or 2b

34. Agency Marriage

35. Australian Comparison
AverageAgencyPartners
USA Australia
3
2
1
0
0.28
0.41 0.400.37
2.5
1.4
N=1445

36. 0.32
awardscore
degree of bravery
1 2 3 4 5
1.2
1.0
0.8
0.6
0.4
0.2
0
Bravery
n=4,645
0.54
0.38
0.53
1.26

37. Australian Comparison
BraveryAvgScore
USA Australia
5
4
3
2
1
0
0.28
0.41 0.400.372.5
3.2
N=1445

38. How to be Effective
SPEND TIME ON DIAGNOSIS FIRST
TWO STRATEGIC OBJECTIVES
LONG & SHORT
MASS & TARGETED
AIM FOR DIFFERENTIATION
AMAZING CREATIVITY
AS MANY CHANNELS AS EFFECTIVELY POSSIBLE
THREE LEAD AGENCIES, INTEGRATED BY THE CLIENT
COURAGE!