How to craft memorability in multi-platform advertising

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

A golden age for ad technology has not translated into a golden age for advertising. Short-termism is rising, and effectiveness is falling. Recent work from the IPA has suggested that campaign effectiveness is deteriorating: it's increasingly rare that brands are achieving very large business effects. The same work tells us that the proportion of campaigns with short-term aims is on the rise, even though it's still long-term campaigns that create the greater uplifts in effectiveness. And finally, the number of channels continues to proliferate, with serious disagreements over which to focus on and how to make advertising work across them....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands