The Warc Blog

The Warc Blog

Pokémon GO shows where gamification is going wrong
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Timo Tuominen, senior software consultant at digital innovation consultancy Futurice.

Sectors ranging from banking to retail are drawing lessons from the success of Pokémon GO, a global media and marketing phenomenon. Closer to home, this location-based, augmented reality mobile game provides four clear learnings for the burgeoning gamification app and pure gaming sectors.

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Subjects: Digital, Consumers

26 July 2016 17:02

The Next Rembrandt
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn. And the work picked up two Grands Prix at the Palais des Festivals last month.

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Subjects: Data, Marketing, Awards

21 July 2016 17:17

The science of using science - IJMR Editor's blog
 
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
 
Peter Mouncey

This is the title of a new discussion paper recently published by The Alliance for Useful Evidence. The principle underlying the paper is that simply providing access to evidence does not mean that it will be used.

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Subjects: Consumers

21 July 2016 11:05

Point of view: Stop problem solving
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

We take great pride as an industry in our ability to solve problems. It's how we tend to frame our capabilities to clients. It's how we describe what we do to our non-industry friends. It's how we award (and reward) ourselves across strategy and creative awards.

Yet, when you think about it, problem solving is a horrible way to think about what any of us do. It is reactive.

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Subjects: Advertising, Brands

21 July 2016 09:41

Blood, sweat and brands
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Maria Vardy, Brand Comms MD at Jaywing

The brand marketing landscape is in a constant state of evolution. It's not easy for the modern marketer to appear swan-like - calm on the surface, legs frantically paddling underneath. Keeping up with the latest technology, trends and audience demands can seem impossible. However, there are brands doing exactly this and they demonstrate true grit and determination, traits that other brands can learn from.

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Subjects: Brands, Marketing

19 July 2016 15:45

Emotion, Metaphor and Brexit
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

"Avoid politics and religion" is normally good advice when talking to clients or colleagues, but in the fall-out from the EU referendum, I feel impelled to break that rule. Yet, despite a rash of resignations and three party leadership contests, it's not the political effect that most interests me; it's actually the impact on our culture and values.

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Subjects: Consumers, Advertising

18 July 2016 14:34

Social Prize shortlist: HSBC, Halifax, Emirates NBD, and Mastercard
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

Four out of the 30 shortlisted papers for this year's Warc Prize for Social Strategy were from financial services brands. For a sector renowned for uninspiring advertising, that's a pretty good result. Perhaps what's more surprising is that the four campaigns could not be more different, incorporating an insight-driven database, a content-rich campaign designed to simplify finance, a push for student accounts and a nudge to get thinking about your retirement years.

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Subjects: Awards, Digital, Advertising

11 July 2016 16:51

Looking back at Ernest Dichter
 
Posted by: Malcolm White, Co-founder, Krow Communications
 
Malcolm White

If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud. You'd be almost right, but not quite. Actually, I'm referring to the man who was sometimes known as the 'Sigmund Freud of the supermarket age' - a certain Ernest Dichter.

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Subjects: Advertising, Marketing

07 July 2016 15:36

#TogetherStronger
 
Posted by: Sam Peña-Taylor, Editorial Assistant, Warc
 
Sam Peña-Taylor

Welsh people don't often get much to cheer about. And yet we do - often. It's a small country, but a noisy one.

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Subjects: Advertising, Brands

06 July 2016 15:39

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