Lightning round, Sevilla Room, InterContinental Miami

The Weber Shandwick Collective “Earned Effect Study”, conducted in partnership with the highly respected IPA in London (Institute of Practitioners in Advertising), proves the vastly superior business (i.e., market share, sales, profit, ROI) and brand effects (i.e., brand image, differentiation) of campaigns that earn coverage and conversation over the long-term. The study analyzed campaigns over a period of 10 years (2010-2020), across 60 product categories, global, B2C and B2B. The effectiveness analysis was independently conducted by Ed Elworthy and Peter Field from the IPA. The results are ground-breaking.

Key takeaways include:

Campaigns that earn coverage and conversation over the long-term achieve far superior business effects:

• 53% more likely to drive very large business effects;
• 2.6x more likely to achieve very large profit growth;
• 57% drive very large sales gain and 40% achieve very large market share gain;
• 399% ROI effect (42% Uplift).