The Warc Blog

The Warc Blog

Can brands really be altruistic?
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

Philosophy defines altruism in different ways, however most definitions will generally revolve around describing altruistic behaviours as those that benefit others rather than oneself.

The term altruism (French, altruisme) was coined by the 19thcentury philosopher - incidentally, also the founder of the discipline we now know as sociology - Auguste Comte.

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Subjects: Brands, Advertising

05 May 2016 15:26

Advertising Planning School on the Web 2016: The task
 
Posted by: Advertising [Planning] School On The Web
 
Advertising [Planning] School On The Web

Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web.

This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.

We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.

You can view the previous challenges we helped out with here, and read an introduction to this latest challenge here.

Now, over to Andrew Hovells of PHD Manchester for details of the new assignment…


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Subjects: Marketing, Media, Brands

03 May 2016 16:01

National newsbrand ad revenue: context is key
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

Advertising revenues for the UK’s national newsbrands fell 11% to £1.2bn in 2015, £150m lower than a year earlier owing entirely to losses in print business, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

A 2.5% rise in digital adspend (to £220m) could not offset the fall for print (down 13.4% to £1bn) last year, the report finds. However, we expect the overall rate of decline to slow to -5.9% in 2016 and -3.4% in 2017, stymied by an average growth rate of 7.7% in digital adspend and softer falls for print over the forecast period.

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Subjects: Data, Media

29 April 2016 11:55

2015: A stellar year for UK media owners
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

UK advertising expenditure grew at its strongest rate since 2010 last year, with total adspend of £20.1bn marking a 7.5% rise from 2014, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

When comparing this to Warc's international database, we see that of the top ten advertising markets by dollar value, the UK's growth was the second-fastest last year, behind only China.

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Subjects: Data, Media

28 April 2016 10:17

Don't shoot yourself with target marketing
 
Posted by: Byron Sharp, Director, Ehrenberg–Bass Institute
 
Byron Sharp

This post is a response to the article Ditching targeting for mass marketing is going back to the dark ages written by Professor Mark Ritson in Marketing Week. Ritson was commenting on a report by Warc - Mars looks beyond targeting - on a speech given by Mars Global CMO, Bruce McColl.

Mark Ritson writes: "It is impossible to teach targeting to MBA students these days without extensive reference to Ehrenberg-Bass and its theories" (Marketing Week, April 2016). That's quite a compliment given that Mark says he almost never brings academic research into the classroom.

Yet WARC invited me to write a reply to Mark's article because it seemed to criticise the Ehrenberg-Bass Institute's conclusions about the need for broad reach in order to deliver brand growth.

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Subjects: Marketing, Advertising

27 April 2016 10:28

Of fiction and funnels
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling', so let me tell you a tale.

Humans love stories. We use them to make sense of the world. When we cannot understand something, we use stories to explain it to ourselves, and each other. Stories are everywhere because everything is literally complex, the product of many things interoperating and creating endlessly emergent effects.

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Subjects: Advertising, Digital, Consumers

26 April 2016 10:23

How this year's Warc winners can raise the bar for social marketing
 
Posted by: Guest blog
 
Guest blog

This guest post is from Mobbie Nazir, Chief Strategy Officer at We Are Social

This year I have the pleasure of once again judging the Warc Prize for Social Strategy, the Prize designed to recognise work from all over the world that uses social ideas to drive business results. Last year's brilliant, diverse winners proved just how much social marketing has evolved. In fact the work was so diverse it was difficult to distinguish a clear set of "best practice principles" - which is partly because the category is moving so fast but also partly because social has the power to impact so many different aspects of a brand's business. From marketing to product and service innovation to customer service.

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Subjects: Digital, Marketing, Media

25 April 2016 12:27

MRS Impact 2016: The future of market insight in 5 themes
 
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
 
Peter Mouncey

Who will succeed in the new age of data discovery? We asked a panel of four international experts across academia and business to share their views on where the world of insight is going, and how it is adapting to a data-rich, connected, and social world. Speaking at the 2016 MRS Impact conference held in London this March, the panel drew a large crowd for a lively debate.

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Subjects: Data, Consumers

21 April 2016 11:53

DOOH's "virtuous cycle"
 
Posted by: Stephen Whiteside, Reports Editor, Warc
 
Stephen Whiteside

Digital out-of-home (DOOH) is set to benefit from a "virtuous cycle" as new technologies and capabilities connect screens and locations with smartphones, beacons and even virtual reality, according to a recent report from the IAB.

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Subjects: Digital, Media, Advertising

20 April 2016 11:27

The curse of knowledge
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Think of a song. A simple, well known tune. Now tap out the rhythm on your desk and ask a colleague to guess the name. Easy, right?

Well, an experiment from Elizabeth Newton, a psychologist at Stanford, suggests not. She split participants into two groups: 'tappers' and 'listeners'. The first group chose a song and then, without revealing its name, they tapped out the rhythm for the listeners to guess. The tappers estimated the probability of the song being recognised at 50%. They were wildly wrong. Of the 120 songs in the experiment only 2.5% were identified correctly.

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Subjects: Marketing, Consumers, Media

19 April 2016 12:28

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