Recent highlights on warc.com include global brand owners' use of social and digital media, the hunt for growth in developing markets and the latest insights in our new trends section. We also look ahead to some upcoming conferences on media, market and advertising research..
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Managing digital on a global scale
The ANA’s Digital and Social Media conference saw client-side marketers from a range of sectors sharing their ideas and experience on the strategic, international use of digital.
Diageo’s Michelle Klein described Smirnoff Nightlife (open access), a social media and event-led campaign now in its third year.
Peter Blackshaw of Nestlé explained how the food giant integrated digital into the company’s pre-existing marketing mantras, codified as brand-building the Nestlé way.
And Lisa Burns revealed the unlikely success of an online video campaign by Corning, the glass manufacturer, which broke most of the established rules for generating viral traction.
Browse these and more in our Event Reports section.
New consumers and the hunt for growth
David Wolf’s two-part analysis of Apple in China tracks the company’s phenomenal growth story in the Chinese market, which accounted for 20% of its global revenues in Q1 2012. He also considers what Apple must do next to maintain its status in a land where tech firms in the past have come crashing to earth.
Global brands like Apple have been buoyed by the rise of a new middle class around the world. Taking Russia as an example, TNS research on emerging trends in the Russian consumer market illustrates some of the massive changes of the last decade.
Meanwhile, multinationals in the fmcg sector are looking beyond urban centres for future growth by offering affordable solutions to low-income groups. But as new findings indicate, they’ll need to build trust with these next billion consumers if they want to succeed.
Warc’s recently-launched Trends section brings together our own analysis with material from trusted providers to offer insights into the latest developments affecting consumers, brands and markets.
Latest additions include Next-generation eyewear led by Google’s Project Glass, Aging consumers and the move beyond youth culture, Food foraging and its impact on food choices, Super-premium gin’s stellar growth, and OTx foods and the role of nutrition in healthcare.
MRG Awards 2012
Warc is pleased to announce a partnership with the Media Research Group, bringing the MRG's 2012 Awards papers to warc.com.
The awards celebrate ground-breaking achievements in the UK's media research industry and are open for entries until 29 August. Winners will be announced during the MRG's International Conference (Monte Carlo, 14-17 November).
ESOMAR Congress 2012
Warc will be posting reports from the key sessions and the full papers will be online shortly after.
Advertising Research 2012
Warc’s Advertising Research 2012 conference (London, 25 September) will focus on measuring consumer responses across digital and traditional platforms, including new techniques such as those from the world of neuroscience.
Attendance is a must for anyone wanting cutting-edge thinking on maximising ROI in this era of uncertainty. An early booking discount is available until 14 August.
(Want to have your say? Add your Comment)
Clarken: Video's the big growth channel. 17% of the 266m smartphone owners in China will stream more than 3 videos a day #interact13
Megan Clarken (Nielsen): It's now a mashed-up world where traditional media has become digital. Nobody can get away from that #interact13
Leo Burnett, Starcom, Draft lead popular prize vote http://t.co/1xjyJUl6GT Vote for your favourite video now http://t.co/1xjyJUl6GT
Blackshaw: In a digital world, you're going to get higher dividends if your story's right, and higher debits if it's wrong #interact13
Pete Blackshaw (Nestlé): We have 650 Facebook pages, 130m fans, 1300 original pieces of content a day #interact13
Gardès: HTTP is the protocol when using the internet
RTB should be the protocol when serving inventory #interact13
Julien Gardès (Rubicon Project): Any media that can be traded programatically NEEDS to be traded programatically #interact13
Major theme of RTB panel at #interact13 - marketplace is so diverse/fragmented that it's weighing on prices. Standardisation needed.How's your agency doing in the Warc Prize Popular Vote? http://t.co/1xjyJUl6GT Vote for your favourite video now http://t.co/1xjyJUl6GT