The Warc Blog

The Warc Blog

New on Warc: Meaningful marketing
James Aitchison, Director, Warc
James Aitchison

The latest highlights on include an in-depth look at meaningful marketing, new additions to our Best Practice series and consumer and innovation insights from Esomar. We also have reports from our own Measuring Advertising Performance event as well as the ANA/WFA Global Marketer and SXSW Interactive conferences.

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Brands with meaning

The focus of the latest Admap - 'meaningful marketing' – goes beyond CSR to see how the best brands are making it their mission to improve quality of life on all levels, from society at large down to individual wellbeing.

A brand utopian world (open access) says this requires brands to adopt a new marketing model, led by a 'meaningful mindset' characterised by five 'mental shifts'.

All in a good cause similarly argues that CSR alone is not enough – brands need to show that their campaigns have a real benefit to society.

And Satisfy human needs recommends Maslow's Hierarchy of Needs as a useful reference point for brands developing a meaningful strategy.

The theme is also picked up in the latest Market Leader, where Unilever's global CMO discusses Marketing's role in sustainable living and Millward Brown analyses Great brands and the role of ideals.

For more see and

Consumer and strategy Insights from Esomar

Esomar's recent Central and Eastern Europe event offers insights into consumer attitudes and brand strategies in the local region and beyond.

The emerging middle class in Russia reports on a research project investigating the attitudes and behaviours of affluent urban Russians in relation to alcoholic drinks.

Innovating beyond beer in Eastern Europe looks at a Brainjuicer project which enabled SABMiller to test a large number of new concepts across several regional markets.

Finally, broadening the focus, The global family today summarises key findings from Nickelodeon's ongoing international research project into the attitudes of parents and children.

Browse all the papers from this Esomar event.

Conference reports

Our latest conference reports come from the UK and US. Our own Measuring Advertising Performance event in London featured themes included real-time planning and effectiveness metrics.

We were also in New York for the ANA and WFA's Global Marketer Conference, where we gleaned insights from the likes of Coca Cola and Jack Daniels.

And we also captured some of the key sessions at SXSW Interactive in Austin, Texas, hearing from brands such as Lego and PepsiCo.

Browse all our coverage at

Latest Best Practice

Several new and updated papers have recently been added to our popular Best Practice series, offering quick guides to a range of marketing tasks.

How to use celebrity in brand building offers an overview of leveraging the fame of others for the benefit of your brand – including the inherent dangers.

How to assess client-agency relationships advises that agency performance is optimised when clients deliver in four key areas: approval, briefing, timing and behaviour.

And in Retail customer experience, Cranfield School of Management identifies the six facets you need to provide consumers with a great retail experience.

Warc Prize for Asian Strategy

The 2012 Warc Prize for Asian Strategy is now open for entries and is looking for campaign case studies demonstrating the most insightful marketing strategies in the region.

Charles Wigley, Chairman of BBH Asia-Pacific, will chair a judging panel that will be awarding a $5,000 Prize for the region’s best strategy case study and a $2,000 Prize for the best example of low-budget strategy.

Full details can be found at

Subjects: Marketing

03 April 2012 09:40

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