New research uncovers biggest differentiator of effective marketing: Bravery

For 50 years, the Effies has recognized and celebrated the world’s most effective marketing. To commemorate the half-century mark, we partnered with Mark Ritson, marketing professor at Melbourne Business School, to analyze 6,000 winning submissions in an effort to learn what makes marketing effective.It was a massive undertaking, yielding reams of data that we are still scrutinizing. But in terms what separates the most-effective advertisin