The insights are drawn from the winners of the WARC Media Awards 2019, a global case study competition rewarding comms planning that has made a positive impact on business results.
Following an analysis of the shortlisted and winning entries across the four categories – Effective Channel Integration, Effective Use of Tech, Effective Use of Partnerships and Sponsorships, and Best Use of Data – the key insights are:
1. Influencers are becoming a more trusted component in the media mix.
Brands are turning to micro influencers in particular, combining their followers to achieve further reach. The collective clout of credible influencers and what they can bring to the mix is increasing:
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