Goafest 2024 | Masterclass by Sujeet Kulkarni on ‘The Anatomy Of Effectiveness’

Day 3 of Goafest 2024 launched with the WARC masterclass on “The Anatomy of Effectiveness” presented by Sujeet Kulkarni. Kulkarni began by asking the audience about their idea of effectiveness, after which, he defined it as having two components: “Advertising that delivers on its objectives, and advertising that delivers commercial returns,” – the latter point being especially important today. As the global authority on marketing effectiveness, WARC has designed five building blocks of effectiveness.

The first block is investing for growth. Kulkarni emphasized investing enough based on one’s market share, saying, “The louder you’re shouting, the more likely you are to be heard!” The second block is balancing one’s spending. While marketing works in two ways – sale activation and brand version – both should work together, as they work over different timescales. The third block, planning for reach, is important because although reach is the foundation of marketing, audiences today are increasingly getting fragmented. The solution thus lies in channel synergy – making channels work together. The fourth, being creative, is something many marketers fail to apply, despite the growing link between creativity and effectiveness. Employing creativity along with humour, Kulkarni said, can “cut through the clutter to really good advertising campaigns.” The fifth building block is to plan for recognition, which can “stamp brand ownership, anchor one’s message, and act as a bridge between different stimuli.” Using examples of brand that have benefitted from applying these strategies, such as JSW Paints, McDonalds, Whisper, and Heinz, Kulkarni was able to enlighten the attendees on the importance of effectiveness in advertising.

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