Marketing Effectiveness | 8 things to get right for a successful campaign

Updated: Oct 24, 2020

Last month I visited NAB Bank’s head office here in Melbourne, Australia to indulge in some marketing effectiveness insights. They were hosting an event run by Marketing Week, sponsored by CommBank. None of that is particularly important for you, but I chuckled when I sat in the large NAB red auditorium and the CommBank logo hit the screen, its iconic yellow splashing the walls. 


Mark Ritson was giving a talk. If you don’t know who he is – he’s awesome. He’s consulted to many large, famous and infamous brands across the globe and is currently a professor at Melbourne Business School. His thoughts need not be fact checked – his credentials account for that.


In celebration of the 50th anniversary of the Effies, he performed an analysis of submissions from recent years. He drew marketing effectiveness insights from 4,000-6,000 (specific numbers will be called out in each section below) different submissions and asked an impartial and unbiased jury to rate the submissions on a variety of factors. For those of you who don’t know, the Effies are one of the world’s premiere marketing and advertising awards.