The Warc Blog

The Warc Blog

New on warc.com: Celebrity endorsement, Cannes analysis and more
 
James Aitchison, Director, Warc
 
James Aitchison

This month’s update of recent highlights on warc.com features Admap’s in-depth look at partnering brands with celebrities and our new analysis of the entries to the 2012 Cannes Creative Effectiveness Lions. There’s also a round-up of our latest trends coverage and a look ahead to upcoming content and events.

Celebrity endorsement

Celebrity-led marketing may not win many awards for creativity but, done well, it can certainly be effective. But it does come with risks. This month’s Admap features a cluster of articles that will help any brand looking to profit from the celebrity route.

To celeb or not to celeb? discusses six ways for brands to garner value from stars, including the leveraging of celebrity customers, owners and sponsorships.

The trigonometry of talent (open access) contains another six-point guide, this time to the art and science of selecting the right celebrity ‘fit’ for your brand.

Additional articles look at amplifying endorsements via social media, how to evaluate a celebrity’s ROI and the changing nature of stardom in India.

Elsewhere, Admap also offer insights into mobile grocery shopping, the latest trends in sustainability and consumer research in emerging markets.

Browse the full issue at warc.com/admap.

Insights from the 2012 Cannes Creative Effectiveness Lions

Our new analysis of the Cannes Creative Effectiveness Lions (open access) looks at the objectives, budgets, channel use and brands in the class of 2012 – with particular focus on what separated the winners and shortlist from the other entrants.

We found that the leading cases often used more channels, including PR, branded content, WOM and/or TV. And they showed the judges how campaign awareness drove behavioural change and sales.

The analysis also features the most-read cases by warc.com users, an opinion from a current and former judge on what it takes to win and a breakdown of entries by region and client sector.

View our Cannes Creative Effectiveness Lions analysis (open access).

Trends update

Our Trends section provides regular updates on the latest developments affecting consumers, brands and markets.

Recent coverage includes the potential of cloud gaming to usher in a console-free era, the opportunities offered by voice- and motion-activated accessible apps and some emerging trends among Indian youth.

There’s also our Asia Toolkit 2012, which looks at how the world's leading brands are rising to the challenge of marketing in Asia. It is available as a full version, a summary version and a sample version (open access).

Warc Prize for Asian Strategy

The shortlisted entries to the 2012 Warc Prize for Asian Strategy will be announced and published on warc.com imminently. The Prize received 160 entries this year, a 20% rise on 2011.

Keep an eye on the Prize website and follow @warcasia to be the first to know the news.

MRG Awards 2012

The Media Research Group has announced an extended deadline of 14 September for entries to its 2012 Awards, celebrating ground-breaking achievements in media research.

Winners will be announced during the MRG's International Conference (Monte Carlo, 14-17 November) and published on warc.com shortly after.

ad:tech London

ad:tech London (19-20 September) returns to the UK capital for another year, offering two days of learning and networking for the digital community.

If you’re attending this year, come and see us at stand 328 in the exhibition hall.

Advertising Research 2012

Warc’s Advertising Research 2012 conference (London, 25 September) is focusing on the measurement of consumer responses across digital and traditional platforms.

Attendance is a must for anyone wanting cutting-edge thinking on maximising ROI in this era of uncertainty.

If you're not a subscriber to warc.com, but would like to profit from ongoing access to our huge range of ideas and evidence on all aspects of marketing, media and communications, simply email us at enquiries@warc.com to arrange your free trial.



Subjects: Marketing, Consumers, Advertising

05 September 2012 17:03
 

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