Mark Ritson / Video on Ad Effectiveness (Effies)

This is worth a watch as a compendium of what works - based on EFFIE case studies.

• Diagnosis: Get the Facts

1. Don't just guess. Get the facts. Use qual and quant research to understand the situation, not just the surface. That's how you build a campaign that's not just clever, but actually works.

• Set Goals: Know What You Want

1. Have a plan, a good one. Don't just throw stuff at the wall and see what sticks. Know what you're trying to achieve and go for it.

• Define Your Strategy: Who, What, Why

1. Before you start throwing ideas around, ask yourself:
2. Who are you talking to?
3. What makes you different?
4. What's the point of all this?

• Build a Lasting Brand:

1. Don't be a one-trick pony. Build a brand that lasts, but also get those quick wins to keep the momentum going. It's about long-term vision and short-term hustle.

• The Power of Consistent Cues

1. Using consistent brand assets means you multiply our ad investment and add up to more than the sum of the individual impressions or ads.

• Prioritize Diagnosis, Strategy, and Tactics

1. If you don't get the diagnosis right, you're building a house on sand. And no amount of fancy tactics will save you. Use qual and quant to get the truth, not just the hype.
2. Don't be afraid to ask the tough questions. It's better to be brutally honest with yourself than to be pleasantly delusional.

• Embrace Evidence-Based Insights

1. Don't just go with your gut. Back up your ideas with data. That's how you build a campaign that's not just creative, but also effective.
2. The world is full of noise. You need to cut through it with a message that's backed by real insights, not just wishful thinking.

• Build Brand Fame

1. Don't just be a brand, be a legend. That means:
2. Being memorable.
3. Standing out from the noise.
4. Offering something people actually want.
5. Connecting with them on an emotional level.