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The Warc Blog

New on Global planning, China's new consumers and more
James Aitchison, Director, Warc
James Aitchison

The latest highlights in our monthly editor's newsletter of new content on include an Admap focus on global planning and a special supplement on China, together with the online release of the IPA's Datamine 3 report on marketing effectiveness and conference reports on social strategies from the US and Asia.

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Global planning

The latest issue of Admap looks at the challenges of global planning in a 'post-geographic age' in which technology has dissolved old boundaries.

Winning in the post-geographic age (open access), is an insider's account of how Wieden+Kennedy's Amsterdam office creates work that's applied globally for the likes of Coke and Nike.

Similarly Big and little planning describes the development of Smirnoff's 'Be There' campaign that created a central idea for a nightlife event that was adapted to work locally.

People, not places stresses the importance of focusing on consumers rather than markets, and embracing global cultures as defined by common channel behaviours. 

And Glocal evaluation turns the focus to campaign measurement, arguing that a local, bottom-up approach is the best way to assess the true effectiveness of international campaigns.

Browse the full issue at

China's new consumers

Admap is accompanied this month by a special GfK-sponsored supplement – China's New Consumers – on the burgeoning domestic Chinese market.

From consumer trends and demographics to mobile and social strategies, it offers an inside track to a massive growth market in which 300 million rural consumers will become city dwellers by 2025.

View China's New Consumers (free digital edition).

View China's New Consumers (on

From integration to orchestration

The most recent report from the IPA's Datamine series is now available on Warc. It explores the changing trends in integration as evidenced from an analysis of seven years of IPA case studies.

New Models of Marketing Effectiveness finds that many campaigns have moved from integrating channels around single creative idea ('matching luggage') towards an 'orchestration' of channels around a central brand idea.

For an overview of the report, read the Executive summary.

Social strategies

The growing importance of social media is well reflected in the conference agendas of early 2012, particularly at the events we've been covering in the US and Asia.

Samsung and the 'new 360' (open access) is a report from the ANA's TV & Everything Video event in New York, discussing the company's social strategy around the London Olympics.

And at Social Media Week Singapore, we have a report on the growth of Social and search in Asia as well as key learnings from Seven social media disasters, featuring brands such as Bing, Qantas and McDonald's.

Read all our latest event coverage.

Looking Ahead

Warc's annual MAP conference (London, 27-28 March) will look at the latest challenges and solutions for clients, agencies and media to achieve breakthroughs in communications measurement and evaluation. Warc subscribers qualify for a discounted rate.

Subjects: Brands, Consumers

02 March 2012 09:44

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