The Warc Blog

The Warc Blog

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.


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.


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.


Subjects: Digital, Brands

18 September 2014 11:36

Treating music as an afterthought
Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like treating music as an afterthought

Recently, we were working on a pitch. A number of teams had come up with ideas which we were honing over the weeks prior to pitch date. One team's idea was a big emotional story about a family set in a South American city. There was no dialogue. At the top of the script were the words 'music: suitably epic'. This creative idea was debated and evolved by the account team, alongside other ideas over a number of days. It wasn't until a week before the pitch, however, that we realised that 'music: suitably epic' was still on the scripts and hadn't been discussed at all. All the chat had been about the action.


Subjects: Advertising, Marketing

16 September 2014 12:58

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.


Subjects: Brands, Marketing

15 September 2014 11:04

Five ways advertisers can achieve great engagement at events
Posted by: Guest blog
Guest blog

This post is by Krissie Ford from Bauer Media.

Today, all eyes in the fashion world turn to London, as the second of the bi-annual London Fashion Weeks begins. But while the great and the good of the fashion industry enjoy the free-flowing champagne, how can media owners help advertisers ensure these significant calendar events are taken advantage of commercially? Here are five examples, which I believe are trends of note this year.

1) Innovative use of social media

The rules of social media continue to evolve, but doing something innovative to lead the change is a great way to own an event. Digital lifestyle brand The Debrief ( has announced a digital media and fashion brand partnership on Snapchat, with English fashion designer Henry Holland. This is hugely exciting – we know The Debrief's audience is passionate about fashion, as well as new digital developments, so it's the perfect way for Henry Holland to reach their target consumers.


Subjects: Marketing

12 September 2014 16:18

edcom Thesis Competition: a unique chance for communications students
Posted by: Guest blog
Guest blog

This post is by Claudia Ortiz Reyero, European Education and Training Manager at EACA.

In today's world, where youngsters are highly qualified but struggle to find a job due to the financial crisis, it becomes imperative to receive the most hands-on education one can get. This was the vision of the European Association of Communications Agencies (EACA) when they founded the European Institute for Commercial Communications Education (edcom) in order to breach the gap between the academic and the professional worlds. edcom, therefore, strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners.

New Student Competition

Always trying to provide our students with international exposure and "real work experience" edcom launched a new student competition last October called the Thesis Competition. The purpose of the competition is to reward the best Bachelor and Master theses dealing with commercial communications among edcom member schools.


Subjects: Marketing, Awards

11 September 2014 15:47

Apple and the case of the missing 'i'
Posted by: Antony Robinson, Director, Global Client Development, Warc
Antony Robinson

I'm a geek and I'm an Apple fanboi. So on Tuesday at 6pm UK time, I was busy refreshing my iPad Mini Safari browser to try and live stream (or at least read a live blog) of Apple's latest announcement from Cupertino.

For the best part of two hours my kids got little out of me as Tim Cook and his staff showed off the new iPhone 6/6 Plus (note to self must buy trousers with larger pockets next season), their new mobile payment system and the much anticipated new smart watch.

The tech is amazing, the software crazy, the way it was presented awesome as always. But to me what was more apparent was a slight change in brand position for the new products (this isn't just about me re-selling Apples products, I have a relevant point…).


Subjects: Marketing, Digital

11 September 2014 10:01

Brand Building in the Information Age
Posted by: Waqar Riaz, Cheil Worldwide
Waqar Riaz

Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).


Subjects: Marketing, Brands, Consumers

09 September 2014 17:23

Monetising data with the internet of things
Posted by: Market Research Society
Market Research Society

This post by Jane Bainbridge originally appeared on Research Live.

The internet of things (IoT) could open up the direct monetisation of data between individuals and brands according to Moeen Khawaja, partner of Umbrellium.

Speaking at today’s Market Research Society conference, Connected World, and introducing his company’s IoT search engine, thingful, Khawaja pointed to forecasts that within the next 15 years there will be between 10 and 26 connected objects per person.


Subjects: Digital, Data

09 September 2014 15:15


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