Connect with us

Business

CMOs need to plan for ‘The Multiplier Effect’ between brand and performance techniques

Published

1 day ago

on

WARC
  • Overinvesting in performance advertising reduces full revenue ROI by an average of 40%
  • Shifting from performance-only to a mixed approach increases full revenue ROI by an average of 90%
  • CMOs should allocate at least 30%, but usually between 40% and 60%, of budget to brand building
    Integration of brand and performance is key; siloed thinking undermines advertising returns
  • Ground-breaking research for effective advertising in the US

WARC in partnership with Analytic Partners, BERA.ai, Prophet and System1 release new research in The Multiplier Effect – a CMO’s guide to brand-building in the performance era

January 28, 2025 – As marketing enters the next phase of change, one steered by algorithm-driven media and AI-generated creative, and faces even greater pressure to deliver results, ground-breaking research is presented in a new report, The Multiplier Effect – a CMO’s guide to brand building in the performance era, to help marketers better understand how to deliver high-impact advertising.

Based on insights and data from a first-of-its kind coalition of marketing effectiveness experts, the report – published by WARC in partnership with Analytic Partners, BERA.ai, Prophet and System1 – makes a data-driven case for effective advertising. Backed by evidence, it argues that many businesses are missing out on significant revenues and profits through an incomplete approach to advertising, and offers advice on how advertising can deliver the best possible returns by building equity for tomorrow while driving sales today.

David Tiltman, Chief Content Officer, WARC, says: “For this new research, we joined forces with other leading experts in the field of marketing effectiveness to set about answering two big questions: First, can we identify US-based evidence to prove how investment in advertising can be the most effective? And second, how can CMOs apply this evidence to their own initiatives in order to supercharge commercial impact for their businesses?

“The result is The Multiplier Effect, a ground-breaking report that demonstrates how the biggest returns come when marketers see brand equity as an accelerant of commercial performance. Although the research is US-focused, the findings are relevant to many marketers around the world.”

Key insights outlined in The Multiplier Effect study are:

The rise of the “doom loop”

Over the past decade, advertising investment has increasingly become focused on performance advertising due to the rise of digital-native businesses, a bumpy economy, a fragmented media landscape, and the related shifts in consumer media consumption.

Performance advertising holds out the promise of immediate returns and near-endless optimization. But misleading metrics and diminishing returns mean marketers in many organizations risk diminishing the impact of their advertising by over-investing in performance and entering the “doom loop” of slow growth and declining effectiveness.

Performance and brand advertising combined deliver greater returns

Research by Analytic Partners reveals the greatest payback comes when performance-led and equity-led advertising are both part of the mix. Moving from a performance-only to a mixed approach can deliver an improvement in total revenue ROI in the range of 25% to 100% – with the average uplift coming in at 90%. Moving to a performance-only approach from a mixed approach, by contrast, results in an average decline in ROI of 40%.

Equity building has an effect on people who are not yet in-market, increasing the chances that they will consider a brand when the time comes to make a purchase.

System1 found that 92.1% of strong equity-building ads with impactful creative performed well in the short-term, too. These ads created both demand among consumers who are ready to buy as well as building long-term equity.

Prophet’s survey of 300 leading marketers in North America further reinforced the need to do both performance and brand advertising in a holistic way. Its survey identified the qualities which set over-performing companies apart – and it was not their spending patterns, which remained largely even across the “winners” and “losers”. 90% of “winning” companies were at least somewhat integrated when it comes to connecting brand and demand.

Introducing The Multiplier Effect

The evidence shows that the key to unlocking the power of brand building is to move away from conceptualizing brand and performance as separate activities (brand + performance), and instead basing advertising efforts on the fundamental codependency between these tasks as part of an integrated growth strategy (brand x performance).

This leads to The Multiplier Effect

Equity-led advertising can help drive sales today as well as in the future. And performance advertising can reinforce the brand while operating as efficiently as possible.

How to harness The Multiplier Effect for success

Marketers wanting to consider the implications of the codependency between brand and performance on their advertising and benefit from The Multiplier Effect should consider some of the following best practices:

For budgeting purposes, CMOs should be allocating at least 30% to equity-driving ads, or the “brand baseline”, with 40% to 60% a typical “best practice” range.
Search investment will vary by brand and category, but, for most brands, spending more than 25% of budgets on search should be a red flag. This is called the “search ceiling”.
Avoid thinking in silos when campaign planning; instead, think of full-funnel creative platforms, where different types of assets reinforce each other. The ideal is to “go deep” by integrating all creative assets within a platform.
Performance-led techniques, such as promotions, should still tie back to the core brand idea.
Build a “measurement stack” that can identify a brand’s “baseline” revenues and the incremental impact of advertising beyond it.

Summing up, Ann Marie Kerwin, Americas Editor, WARC, said: “As we look to continue the project through further rounds of research, there are still a number of questions to answer, such as how does advertising combine and align with other forms of activity to build equity, how do advertisers optimize creativity and how do marketers present this argument to the CFO.

“Ultimately, we need a model for building brands that is fit for the future of marketing. Recognizing the Multiplier Effect is an important first step.”

Related Topics:
Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

Angola Oil & Gas (AOG’25) Kicks Off to Celebrate 50 Years of Angola’s Independence and Its Leadership in the Oil Sector in Africa

Published

6 hours ago

on

January 30, 2025

By

AOG

AOG 2025 returns to Luanda on September 3-4, bringing together global energy leaders on Angola’s top investment platform

LUANDA, Angola, January 29, 2025/APO Group/ — 

The sixth edition of the Angola Oil & Gas (AOG) Conference & Exhibition was officially launched today, marking the beginning of a historic celebration. The event, scheduled for September 3-4, 2025, in Luanda, is the country’s largest oil and gas investment platform, bringing together industry leaders, financiers, technology providers, and both local and international service providers.

Under the theme “Turning Dialogue into Business,” AOG 2025 promises to be the biggest edition yet, standing out for its B2B networking, promotion of strategic collaboration and support for signing agreements among key industry decision-makers. The conference also commemorates 50 years of Angola’s independence and five decades of growth in the oil and gas industry, which has been achieved through factors such as transparent cooperation with major global operators, consistent investment, collaboration among industry stakeholders and continuous innovation.

According to José Barroso, Angolan Secretary of State for Oil and Gas, “the sixth edition of AOG 2025, organized this year as part of the celebration for the 50th anniversary of our independence, comes at an important time for Angola and the national oil and gas sector,” he said, adding that “Angola’s oil and gas sector marks 50 years of resilience and growth, offering a compelling investment opportunity for international partners and reaffirming its position as a hub for global industry leaders.”

He further stated, “As Angola’s oil and gas sector celebrates 50 years of growth, we’re showcasing its profitability to foreign investors. Events like AOG 2025 play a crucial role in boosting the sector, promoting Angola globally and attracting investment, ultimately driving economic and social progress.”

Meanwhile, Barroso highlighted that oil production was averaging over one million barrels per day, and that the country seeks to further increase output through a multifaceted investment approach, including the launch of its 2025 licensing round which will offer new blocks in the offshore Kwanza and Benguela basins, in addition to new opportunities in marginal fields.

Angola’s licensing round, scheduled for the first quarter of 2025, includes blocks 22, 35, 37, 38, and 36 in the Kwanza Basin, and blocks 40, 25, 39 and 26 in the Benguela Basin. Meanwhile, the available marginal fields cover areas in blocks 4, 14, 15, 17/06, and 18. The Incremental Production Initiative, which offers more attractive fiscal conditions, has been a key tool to maximize production from existing assets.

Events like AOG 2025 play a crucial role in boosting the sector, promoting Angola globally and attracting investment, ultimately driving economic and social progress

In the natural gas sector, Angola is also striving to position itself as a major exporter, increasing the share of gas in the energy mix to 25%. The government is attracting new investments and technological innovations, with strategic projects such as Angola LNG.

Among recent developments, Chevron launched the Sanha Lean Gas Connection Project in December 2024, while the New Gas Consortium expects to start producing non-associated gas by late 2025 or early 2026. Angola also presents investment opportunities in gas-to-power, LPG, and distribution projects, making it an increasingly attractive market for investors. In the downstream sector, the Cabinda Refinery is expected to begin operations in 2025, with an initial capacity of 30,000 barrels per day. Additionally, the Lobito and Soyo refinery projects are under development, with Angola seeking investors to accelerate their completion.

Bráulio de Brito, President of AECIPA, emphasized the role of this initiative “in developing local content, particularly in training national staff, implementing innovative and robust equipment and technology in Angola and Angolan companies, as well as in the growing openness of national banks to seriously consider projects and national entrepreneurs in the sector.”

The President of AECIPA also stated that “I hope the sixth edition of Angola Oil & Gas will break all records for business and professional participation, both international and national, and that it will be a moment to celebrate the country, the industry, and all those who, at the governmental and business levels, make it happen in Angola.”

Meanwhile, Luís Conde, Conference Director at Energy Capital & Power, summed up the spirit of the event by stating, “In honor of this golden jubilee, the Angola Oil & Gas 2025 Conference will celebrate Angola’s legacy as one of the undisputed leaders in the oil and gas sector in Africa, while looking toward a future filled with opportunities. The event will transform today’s conversations into partnerships, investments, and key contracts for the next 50 years.”

Registrations for AOG 2025 are now open. To secure your spot and learn more about the event, visit: https://AngolaOilAndGas.com/.

Distributed by APO Group on behalf of Energy Capital & Power.

Continue Reading

Business

Apply NOW for $5000 in the 2025 Tony Elumelu Foundation Entrepreneurship Programme!

Published

6 hours ago

on

January 30, 2025

By

The flagship TEF Entrepreneurship Programme is open to all entrepreneurs across Africa with innovative business ideas or existing businesses not older than five years

LAGOS, Nigeria, January 29, 2025/APO Group/ — 

The Tony Elumelu Foundation (TEF) (www.TonyElumeluFoundation.org), Africa’s leading champion of entrepreneurship, is pleased to announce that applications for its 2025 Entrepreneurship Programmes are now open. Aspiring and existing entrepreneurs from across Africa are invited to apply for a chance to receive world-class training, expert mentoring, and non-refundable seed capital funding to scale their businesses.

Programmes Open for Application:

  1. Tony Elumelu Foundation (TEF) Entrepreneurship Programme: the flagship TEF Entrepreneurship Programme is open to all entrepreneurs across Africa with innovative business ideas or existing businesses not older than five years. This year, there is a special emphasis on businesses leveraging Artificial Intelligence (AI) and green initiatives. Applicants must be at least 18 years old.
  1. Aguka Ideation Programme:  The Aguka Ideation Entrepreneurship Programme is a partnership with the Tony Elumelu Foundation, UNDP Rwanda and the Rwandan Ministry of Youths and Arts to support young Rwandan entrepreneurs between 18 -30 with business ideas with a seed capital of $3000, with the aim of nurturing and developing innovative concepts into viable enterprises.
  1. TEF Entrepreneurship Programme for Google: The Tony Elumelu Foundation has renewed its partnership with Google.org to empower African entrepreneurs with AI-integrated business training, in addition to mentoring and seed capital, to shift their perception towards embracing and adopting AI tools in their business operations.

Application Details:

          •        Platform: Applications are to be submitted through TEF’s proprietary digital hub, TEFConnect.

          •        Application Period: January 1, 2025 – March 1, 2025. Applicants are encouraged to complete and submit their applications well ahead of the deadline.

          •        Eligibility: Open to African entrepreneurs with scalable business ideas or existing businesses not older than five years. Applicants must be at least 18 years old.

To learn more about the Tony Elumelu Foundation’s transformative work and the success of our African entrepreneurs. Explore our:

          •        Impact Report (apo-opa.co/3WzjuPi), which highlights the Tony Elumelu Foundation’s achievements and contributions to Africa’s economic growth.

          •        African Entrepreneurs’ Success Stories (apo-opa.co/3EeXxi5), showcasing the inspiring journeys of Tony Elumelu Entrepreneurs.

          •        Annual Reports (apo-opa.co/3WznQ91), offering insights into the Tony Elumelu Foundation’s strategies and outcomes.

Distributed by APO Group on behalf of The Tony Elumelu Foundation.

Continue Reading

Business

African Energy Meets Mining: Top 5 Reasons to Attend African Mining Week (AMW) 2025

Published

6 hours ago

on

January 30, 2025

By

African Mining Week

African Mining Week will take place from October 1-3, 2025 in Cape Town, alongside the African Energy Week: Invest in African Energies conference

CAPE TOWN, South Africa, January 29, 2025/APO Group/ — 

African Mining Week (AMW) 2025 – held under the theme, From Extraction to Beneficiation: Unlocking Africa’s Mineral Wealth – will highlight the continent’s focus on advancing local beneficiation and industrial development. Organized by Energy Capital & Power (www.EnergyCapitalPower.com), AMW brings together global mining and energy stakeholders to explore and maximize the opportunities arising from the energy-mining nexus within Africa.

Explore Africa’s Mining Potential

Africa is home to 30% of the world’s critical minerals, including lithium, cobalt and copper, along with a significant share of traditional minerals such as gold, diamonds and iron ore. This makes the continent an unparalleled destination for investors, manufacturers and developers. AMW 2025 will offer insights into recent mineral discoveries, available exploration basins and innovative infrastructure projects designed to strengthen Africa’s position in global supply chains. From exploration to processing and manufacturing, AMW will demonstrate Africa’s capacity for sustainable economic growth through value addition.

Connect Energy and Mining Stakeholders Under One Roof

Held concurrently with the African Energy Week: Invest in African Energies conference, AMW 2025 will emphasize the crucial link between the energy and mining sectors. By bringing these stakeholders together, AMW will showcase how both industries are leveraging traditional and emerging energy solutions to enhance mining operations. Discussions will focus on how the synergy between energy and mining can unlock new opportunities for the development of local and regional economies, as well as share insights into energy-efficient technologies and renewable energy solutions. 

Gain Exclusive Insights and Opportunities

AMW 2025 will feature country spotlights, mineral showcases and technology displays, providing attendees with the latest information on exploration opportunities and available basins in Africa. The event will also include a Ministerial Forum and an Investment Forum, offering firsthand access to African ministers, investment banks and project developers. This will give delegates the unique chance to discuss strategic projects and collaborations directly with key decision-makers.

Forge Strategic Partnerships

With countries such as Zimbabwe, Angola, Botswana, Ghana, the Democratic Republic of Congo and Mali securing new investments, AMW 2025 will serve as an ideal platform for these markets to build on the increasing investment flow. Focused on unlocking Africa’s mineral wealth and capital influx, AMW 2025 provides a prime setting for deal signings and the formation of new partnerships. Delegates will be able to network with a wide range of industry leaders and innovators, creating opportunities for cross-sector collaborations.

Discover Cutting-Edge Technologies and Innovations

AMW 2025 will feature a variety of technological showcases and discussions highlighting the latest innovations in mining and energy. Attendees will have the chance to explore advancements in mining equipment, automation and energy-efficient technologies that are transforming the industry. By engaging with technology providers and solution developers, participants will gain a competitive edge in understanding how these innovations can be applied to enhance operational efficiency and sustainability.

African Mining Week serves as a premier platform for exploring the full spectrum of mining opportunities across Africa. The event is held alongside the African Energy Week: Invest in African Energy 2025 conference (www.AECWeek.com) from October 1 -3. in Cape Town. Sponsors, exhibitors and delegates can learn more by contacting sales@EnergyCapitalPower.com

Distributed by APO Group on behalf of Energy Capital & Power.

Continue Reading

Trending