South Africa, Oct. 28 -- Six percent (6%) of the total were highly effective ideas, thus making it into the Warc Effective 100.

This represents a one percent (1%) increase compared with the previous report's figures, with overall effectiveness rising from 20% and highly effective ideas from five percent (5%).

Creativity a driver of campaign performance

Each year, Warc tracks the results of the top regional and global award shows for creativity and effectiveness for theWarc Rankings, the ultimate benchmark for marketing.

Using the Warc Rankings results data from between 2016 and 2025, more than 5,600 ideas were analysed by Warc to establish the correlation between creativity and effectiveness.

"Mounting evidence shows creativity is an...