WARC report uncovers insights behind worldâ€™s most awarded campaigns of 2020

WARC, the global marketing insights company, has released ‘Marketing Through Volatility’, a series of reports compiled using the WARC Rankings proprietary methodology. The studies uncover the insights behind some of the world’s most awarded campaigns of 2020 for creativity, media and effectiveness, as well as the strategies of brands that were notable in their response to the volatility of the past 12 months.

Amy Rodgers, Managing Editor, Research & Rankings, WARC, said, “With many award shows paused in 2020 and resuming in 2021, and following consultation with our Rankings Advisory Board, we have postponed the release of the full WARC Rankings - Creative 100, Media 100, Effective 100 - until later this year.”

She further said, “However, we’ve continued to track the results of the most important awards that were able to go ahead, as well as monitoring how brands have responded to the pandemic. This has allowed us to take a closer look at some award-winning work and successful strategies to provide insights to the industry at a time of recovery and renewal, as well as highlighting some great campaigns that will inspire and invigorate.”

‘Marketing through volatility - Lessons from the most awarded work of 2020’ is a sample report bringing together a selection of extracts from three whitepapers that focus on creativity, media strategy and effectiveness. Included are eight key takeaways based on a cross-analysis of the whitepapers, which can be applied to campaigns for future success:

Urgency can create a space for innovation

The urgency to respond to the events of 2020 created a space for innovation for some brands, which pivoted their creative ideas while remaining highly recognisable.

Successful brands retain their authenticity through crisis

The most awarded brands have a strong sense of their brand, and they stay true to this in their messaging.

Bravery and risk-taking is often rewarded

The most awarded brands are commonly brave brands: brands that take risks and challenge category norms.

A strong brand purpose is sustained and consistent

2020 put a lens on the authenticity of brands and their overarching purpose. Many marketers are convinced that their consumers now prefer brands with a sustained, consistent purpose, applied across media.

There is opportunity in continued brand investment

Whilst there’s been a shift towards performance marketing over the past 12 months, evidence abounds that brands that continue to invest in brand-building through recessions see success.

Customer-centricity enables a rapid response to change

A focus on the customer has made it easier for brands to detect and respond to changes in consumer behaviour during and post-pandemic.

2020 highlights the need for scenario planning and agility

The most awarded work of 2020 highlighted the benefits of scenario planning and being agile enough to pivot in the face of challenge.

Successful media strategies lie on a solid data bedrock

The need for solid first-party data strategies was accelerated by the pandemic, when the ability to target customers using connected and digital channels was paramount.

The report also includes trends analysis, case studies of award-winning work, opinion pieces, including one by Karen Crum, Global Brand Strategy Director of McCann Worldgroup on pandemic positives and ‘The Overview Effect’, who said, “We have a responsibility as a collective to show the power and impact of creative thinking”; and interviews with marketing leaders, including Fernando Machado, Chief Marketing Officer of Burger King, on the impact of Moldy Whopper and the brand’s commitment to providing clean food.

Machado commented, “For us to create the impact that we needed, we knew we needed to come up with an idea that would move people out of their comfort zone, off auto-pilot, and demand their attention.”