ANZ controls 2% of global ad spend but 19 per cent of world’s most effective campaigns: Warc

Warc Asia boss Ed Pank at Mumbrella360 today

Warc Asia boss Ed Pank at Mumbrella360 today

Australia and New Zealand make up a tiny percentage of global advertising spend, but constitute almost one fifth of the world’s most effective campaigns, data from ad research firm Warc revealed today.

ANZ make up just two per cent of global ad spend combined, but 19 per cent of the Warc 100, an index of the world’s best performing campaigns at effectiveness awards.

By contrast, Asia controls almost a third of global ad spend through huge markets such as China and Japan, but makes up just 18 per cent of the Warc 100.

Warc slide

Share of adspend and Warc 100 ranking compared by region, source: Warc. Click to enlarge

Talking at the Mumbrella360 conference in Sydney yesterday Warc’s Asia boss Ed Pank attributed the gulf between spend and Warc 100 performance to much of Asia being “a more nascent marketing environment” than others such as North America and Europe.

As individual countries, Australia and New Zealand punch well above their weight in the index.

Ad spend vs Warc ranking

Share of adspend and Warc 100 ranking compared by country, source: Warc. Click to enlarge

On the creative approach that produces the most effective work, the Warc 100 data revealed that audience participation and emotional storytelling emerge as the most powerful methods.

Participation/user generated content and emotion both garner 27 per cent of the Warc 100. Next most successful are partnerships/affiliation (22 per cent), storytelling (20 per cent), informative/educational (19 per cent) and humour (17 per cent).

“Emotion and storytelling are evergreen in driving effective creative strategy,” Pank said.

Although mobile is probably the most talked about medium in Asia currently, the medium does not do well in the Warc 100 as the lead channel in a campaign.

While social media, online video and earned media are in the top three most potent media in the study, mobile ranks bottom – just above newspapers.

PR is ranked fourth, followed by microsites, outdoor, TV, word of mouth, online display and events/experiential.

“Mobile-first campaigns aren’t that effective,” Pank said. “It’s better used as the adhesive glue that holds the campaign together.”

He pointed to a case study from Brazil, by Leo Burnett to increase organ donorship, as an example of using earned media to change behaviour.

Pank used a campaign from the UK, for the Mercedes A Class, as an example of a social campaign that delivered hard metrics.

He pointed to British Airways’ ‘Visit mum’ campaign as a case study that was effectively amplified by digital.

Top of the Warc 100 index this year was an Indian campaign – mobile radio station idea Kan Khajura Tesan by Lowe Lintas and PHD for Unilever.

Robin Hicks


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