The Warc Blog

The Warc Blog

Has there ever been a tougher time for Sales teams?
 
Posted by: Brand Learning
 
Brand Learning

Unprecedented changes in the retail and customer landscapes are creating big challenges for Sales teams. Who would have thought at the turn of the century that by 2014 the world’s largest retailer would have no physical stores? Whatever industry you are in the customer landscape and expectations are changing fast.

From pricing competitiveness to cost optimisation, omniformat strategies to store utilisation -  everything is being turned on its head in the pursuit of shopper loyalty and growth. In Pharma, there is growing complexity in the web of stakeholders that Sales teams need to work with to secure product availability and drive sales.

Given the scale of these changes, sales teams are having to accelerate capability building in key areas such as route to market, trading terms, eCommerce strategy, ways of working with customers, data analytics, salesforce effectiveness and the use of technology to drive efficiencies.

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Subjects: Brands, Consumers, Marketing

22 October 2014 15:18

Best of the best: Hybrid consumers, total video and how to get investment for your brand
 
Posted by: Katherine Kam, Production Editor, Warc
 
Katherine Kam

Amidst all the new content we've recently added (like Esomar Congress papers, Jay Chiat case studies and the shortlisted cases to our own Innovation Prize) here are my must-read picks – five stimulating, enlightening articles on topics as diverse as hybrid consumers, total video and winning boardroom-backing for brand investment.

The Brand in the Boardroom
What's it about and why is it interesting?
In Warc Editorial, we are huge fans of the Atticus Awards – clever thinking from across the WPP network on all kinds of topics. The Grand Prix winner from Ogilvy RED is lengthy but provides extremely useful instruction for valuing brands and demonstrating the real commercial benefit of marketing – essential reading for any marketer fighting for investment. As well as introducing the different methods of brand valuation, Ogilvy & Mather go beyond them to highlight the necessary principles and the steps that should be followed when valuing brands. As well as defending and increasing marketing budgets, brand valuation can also help decide where to allocate budgets, determine brand strategy development and develop brand benchmarking.

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Subjects: Consumers, Marketing, Advertising

22 October 2014 14:01

50 years of Admap: The story from Twitter
 
Posted by: Emily Barley, Editorial Assistant, Warc
 
Emily Barley

Last night we celebrated Admap's 50th anniversary!

Warc subscribers can read the anniversary issue The Future of Brand Communications – and dig into the Admap archive, which goes all the way back to 1967! If you aren't a Warc subscriber, take a trial or subscribe to Admap.

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Subjects: Warc conferences, Marketing, Brands

22 October 2014 11:00

Global Ad Trends
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

Yesterday, we published a new long-term trend analysis: Global Ad Trends, a summary report which draws upon the data stored in our adspend database.

To provide some background, Warc has conducted an annual survey of global advertising expenditure since 1980, issuing questionnaires to monitoring organisations and/or ad industry bodies in each of the 88 markets we track. The survey covers TV, newspapers, magazines, internet, radio, cinema and out of home adspend. You can find a full list of our coverage here.

Once all markets are in, we harmonise the data (net of discounts, including press classified adspend and agency commission but excluding production costs) to give a more accurate, comparable picture of each country's ad market. This then allows us to identify meaningful trends in long-term advertising expenditure.

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Subjects: Data, Advertising

21 October 2014 17:14

Why joining up the organisation needn’t be cosy
 
Posted by: Brand Learning
 
Brand Learning

It’s obvious to us that the best route to sustained growth is by motivating more customers to spend more with your company. Mergers & acquisitions and improving operational efficiency can also deliver growth, but are inevitably limited over time – so sustained growth requires selling more products and services to customers: by creating superior customer value.

The trick comes in how you manage it. Do you offer people the most technically amazing products and services in the market? Do you tailor your products for the needs of your intermediaries to create strong routes to market? Do you drive operational efficiency to delight customers with reliability, speed and price? Do you innovate to tap into emerging customer behaviours? The priorities will differ depending on where you sit in the organisation. I’m sure you can pick out the different leanings of technical, operations, finance, sales and marketing teams. And all could argue they are customer-centred.

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Subjects: Marketing, Brands, Consumers

20 October 2014 13:07

It doesn't give you wings
 
Posted by: Guest blog
 
Guest blog

This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.

For years Red Bull has used the tagline it "gives you wings". Recently, a long-time Red Bull drinker sued the company because, despite drinking the brand for years, it had failed to give him wings or improve his athletic or intellectual performance. The consumer won and Red Bull settled for $13 million.

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Subjects: Advertising, Brands

20 October 2014 12:07

Sharpening your instincts for the Digital Age
 
Posted by: Brand Learning
 
Brand Learning

Our instincts are key to survival but as we explore in this blog post, we don’t believe they are enough for us to thrive in such rapidly and dramatically changing digital times.

Last month we delivered a lecture for the London Marketing Academy entitled “From Surviving to Thriving, Sharpening your Instincts for the Digital Age,” in which we covered 4 instincts we need to sharpen for success in the digital age...

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Subjects: Digital, Marketing, Brands

16 October 2014 15:51

Neuromarketing's 'dipping point'
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

Neuroscience is becoming an increasingly hot topic among marketers – and has now, officially, reached its "dipping point". That's according to Thom Noble, founder of NeuroStrata, who presented at a Warc event focusing on the technique in London this week. "It's 'dipping' in the sense of dipping their toe in the water," he said. "Clients I talked to about this 10 years ago thought I was crazy, but now they are asking me to tell them more about [neuro] stuff. They want to have a go."

And, Noble suggested, this group is increasingly including large ad agencies as well as clients. Planners in particular are showing interest in neuroscience – allying implicit research techniques with their (more traditional) study of the psychology of consumers.

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Subjects: Marketing, Warc conferences

16 October 2014 15:13

Driving programmatic in Latin America
 
Posted by: Guest blog
 
Guest blog

This post is by José Luis Valdivielso, COO Affiperf Espana Latam. He spoke at the LATAM Festival of Media in Miami and regularly visits Latin America to promote the benefits of programmatic.

Until brands start demanding more automated inventory and agencies develop the necessary skill-sets, Latin America will always lag behind its European counterparts.

Last year, €878.4 million was spent on digital advertising in Spain. That's a 21% share of the overall advertising spend, second only to TV. This year, it's expected to rise again and could reach €1 billion by the end of 2014.

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Subjects: Digital

15 October 2014 12:31

Ofcom Communications Market Report: What it means for marketers
 
Posted by: Guest blog
 
Guest blog

This post is by Jan Gardner, Marketing Director at Jaywing.

Ofcom's eleventh annual Communications Market report investigates how we use various devices, from TVs to smartphones. This year, the report looked more closely at the habits of different generations, identifying a clear generation gap.

However, it is clear the digital revolution continues to change all behaviour. Multi-tasking and second screening was evident, with younger groups far happier to switch seamlessly between devices and leave more traditional media behind.

None of this will come as a huge surprise to most marketers. However, we continue to grapple with what it means. Perhaps our improved economic environment gives us a little more freedom to explore. So where should we turn our attentions?

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Subjects: Advertising

13 October 2014 10:08

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