Watch: Ritson’s nine marketing effectiveness lessons

Ritson reveals his insights into what makes “perfectly effective” campaigns and why marketers must go big if they want to see the best results.

Having trawled through nearly 9,000 entries and 50 years of marketing effectiveness case studies, Mark Ritson has found nine factors that he believes lead to “perfectly effective campaigns”.

This is the last in the series of videos, in which Ritson reveals the stories behind some of the most effective campaigns ever from brands, including Apple, Gillette and Lidl. Based on case studies from 50 years of the Effies, the series examines what makes marketing more effective.

You can view the other videos in the series on our dedicated marketing effectiveness page.

Mark Ritson teaches the Mini MBA in Marketing. For more information go to



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