The Warc Blog

The Warc Blog

How to optimise your content strategy with regular data inputs
 
Posted by: Brand Learning
 
Brand Learning

Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.

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Subjects: Marketing, Data, Consumers

30 September 2014 09:17

Why we need to rethink the Digital 101
 
Posted by: Guest blog
 
Guest blog

Liam Brennan, is Digital Strategy Director at Starcom MediaVest. Find him on Twitter: @LCBrennan.

If you've been working in digital media for at least a few years, you will have presented your fair share of Digital 101 presentations. They're a great primer for clients who are in a new role or just need a refresh on some key digital topics.

However, I am beginning to feel that the focus on creating the 'perfect' Digital 101 may be harming client development. Digital education should no longer be a one-off, one size fits all deck, but should instead be tailored and ongoing.

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Subjects: Digital

29 September 2014 09:30

Do you have the capabilities to make customer engagement mutually beneficial?
 
Posted by: Brand Learning
 
Brand Learning

In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role (whether the end-user, shopper, expert, distributor etc: i.e. whomever is the target of the communications)
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.

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Subjects: Marketing, Consumers, Data

26 September 2014 11:53

Flatter your way to success
 
Posted by: James Hurman, Founder, Previously Unavailable
 
James Hurman

For the past 50 years, most agencies have been obsessed with the question 'How do we become more creative?' As an industry, we've got no shortage of great ideas. The problem is getting them out into the world without their dying or being compromised. It's frustrating how common a problem that is. So often we begin with world-changing thinking and end up making something we'd rather forget.

A few years ago, I worked at an agency here in New Zealand called ColensoBBDO. Between 2009 and 201 1, we won 21 Cannes Lions and 39 Effies – with a staff count of about 75 people. I had the good fortune of being part of an amazingly reliable creative machine that continually churned out brilliant creative product. Of course, we had amazing creative people, but it isn't just about great creative people. At Colenso, there was something else as well. And I think this was the reason why we managed to so consistently make great work happen.

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Subjects: Marketing

26 September 2014 11:32

Help your customers 'getaway' this winter
 
Posted by: Guest blog
 
Guest blog

This post by Chris Dobson, Executive Chairman at The Exchange Lab, explores how to effectively engage holiday travellers online.

If you've been through an airport in the last week of December you will recognise this scenario; children running around, Christmas presents poking out of bags and the airport falling into complete disarray because a few snowflakes hit the ground. The festive season is hectic and brands looking to engage consumers during this peak season have their work cut out for them. With 40% of customers booking their trip online in the last 12 months, the web is the perfect place for the travel and tourism market to connect with the holiday consumer.

Every vacation begins with a little daydreaming, and for nearly 70% of consumers, it happens online. At this stage, the goal is to find and then inspire these consumers when they search for a "sandy beach vacation" or a "ski getaway". Building a compelling creative strategy that delivers high levels of user engagement is essential. Cross-platform rich media executions, native advertising placements or dynamic creative optimisation, can be very effective tools for driving awareness and engagement.

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Subjects: Digital

25 September 2014 15:17

Always-on marketing (AOM): what it means
 
Posted by: Guest blog
 
Guest blog

This post is by Ben Silcox, Head of Data and Technology at Havas EHS.

205 million results returned in 0.31 seconds. Always-on marketing is clearly a popular topic. Once you get beyond the slide-ware of conferences and presentations; the two questions that really seem to matter are: Where to start and what to do first.

To start – define what 'always-on' might be when viewed from a consumer experience:

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Subjects: Marketing

24 September 2014 16:10

Five reasons licensing is key to the retail industry
 
Posted by: Guest blog
 
Guest blog

This post is by Darren Brechin, Event Director at Brand Licensing Europe.

The licensing industry is a part of our everyday lives, and it is only getting larger. For retailers, in particular, it presents a variety of key and unique opportunities, but what exactly do these consist of and why are they so crucial?

1. It's a multibillion-dollar retail market globally

The licensing industry is huge and it is continuing to grow. Sales of licensed products generated an estimated $115.75 billion in the US and Canada alone last year, according to the Licensing Industry Merchandisers' Association – that's the third consecutive year that this figure has grown. The seminars held at Brand Licensing Europe give some essential insight into this growth, including trends and upcoming industry opportunities.

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Subjects: Brands, Marketing

22 September 2014 14:32

The importance of outdoor advertising for the outcome of the Scottish referendum
 
Posted by: Guest blog
 
Guest blog

This post is by Keith Lammie, Regional Director at Primesight.

Can billboards change the future of Scotland forever… It was September 2013 when this conversation really began and we engaged with both the Better Together and the Yes campaigners on how we could support them and plan campaigns that would help deliver the crucial support that they both required.

Both meetings took a similar but unusual and unexpected direction where the clients themselves were convincing us, the out-of-home media owners, of all the benefits that outdoor advertising can offer and how they both must have the best locations. I guess looking back when you have two brands that are lined up for a duel on a single day and an advertising platform which is a finite resource (it's billboards not oil that I am referring to) this really starts to create a sense of urgency. Of course one major reason that the clients quoted behind their choice of outdoor was that it lives in and is owned by the community, with frames having been there sometimes for generations; with local communities witnessing for years every new soap powder, car launch or community message appearing and changing every two weeks. It would seem that the frame itself has built huge credibility of displaying messages that are believed. When you compare this opportunity of stand out and ownership with that of other media that carries content, you can start to see why outdoor is 1st on the pick list for marketing teams responsible for political campaigns.

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Subjects: Advertising, Media

19 September 2014 10:33

Connecting the connected in the 'internet of things'
 
Posted by: Guest blog
 
Guest blog

This post is by Jack Morgan, summer intern at Warc.

With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.

Better use of data

According to Liri Andersson, founder of this fluid world, we are currently using only 0.5% of the available data to understand human interaction with devices. With the rise in connected devices, the issue of quality information will be challenging.

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Subjects: Digital, Brands

18 September 2014 11:36

The 3Ps of great connected marketing
 
Posted by: Guest blog
 
Guest blog

This post is by Simon Kemp, Regional Managing Partner for We Are Social in Asia, and is part of the WFA's Project Reconnect.

As part of our work with the World Federation of Advertisers, we've been exploring the factors that define best practice marketing in today's connected age.

In July, we shared the marketing activities that the world's top marketers believe are setting today's gold standard, and what those particular brands do to succeed and stand out.

Today, we're digging deeper into the factors that determine overall brand success.

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Subjects: Brands, Marketing

15 September 2014 11:04

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