{"id":46780,"date":"2023-10-06T14:13:23","date_gmt":"2023-10-06T13:13:23","guid":{"rendered":"https:\/\/grayling.com\/news-and-views\/3-lessons-from-warcs-creative-effectiveness-ladder\/"},"modified":"2023-10-06T14:13:23","modified_gmt":"2023-10-06T13:13:23","slug":"3-lessons-from-warcs-creative-effectiveness-ladder","status":"publish","type":"post","link":"https:\/\/grayling.com\/es\/news-and-views\/3-lessons-from-warcs-creative-effectiveness-ladder\/","title":{"rendered":"3 Lessons From WARC\u2019s Creative Effectiveness Ladder"},"content":{"rendered":"

We\u2019ve it heard many times before, but, \u201cmeasurement matters\u201d and that\u2019ll never change. What does change are the methods and tools available to prove your work has delivered value.<\/p>\n

At this year\u2019s Cannes Lions, WARC (the World Advertising Research Center) launched their new \u201cCreative Effectiveness Ladder\u201d rallying the industry to use this \u201cuniversal language\u201d to demonstrate the results of their campaigns.<\/p>\n

So, as PR practitioners, what can we learn from this new measurement framework? Here\u2019s three lessons\u2026<\/p>\n

#1 PR Is Valued<\/strong><\/p>\n

The Creative Effectiveness Ladder is split into six steps, the higher you go, the more commercially impactful your work is likely to be. When looking at that order, you\u2019ll notice PR\u2019s typical sweet spot \u201cBrand Builder \u2013 Improve brand health\u201d is at number 4.<\/p>\n

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Whilst this doesn\u2019t make concepts like brand health and reputation any easier to measure, it demonstrates that these measures \u2013 however intangible they may seem \u2013 are valued above most others.<\/p>\n

#2 Advertising still <\/em>doesn\u2019t understand PR<\/strong><\/p>\n

Interestingly, the framework recommends measuring the earned media coverage that an advertising campaign can gain. However, disappointingly, it\u2019s stuck in the 90s, recommending just two metrics:<\/p>\n