Paul Davies, UK CMO, Microsoft, is judging the Effective Use of Tech panel at this year’s Warc Media Awards. Paul is also Chairman of UK advertiser trade body ISBA.
Warc’s Lucy Aitken spoke to him about how accurate forecasting could help transform marketing from a cost centre into a revenue generator.
It being holiday season, I decided to do some reading in the transport & tourism section on Warc.
Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.
Though the sun is out, consumers are still glued to their mobiles: Booking.com has found almost a third of their bookings take place on smartphones. Indonesian marketers, in particular, have heeded this trend, with mobile adspend increasing 200% this year. Here are some of the things I learned this week.
Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards. She is responsible for a total media spend of €1 billion.
Warc's Lucy Aitken spoke to her about mobile, moment marketing and why Ben & Jerry's sells even when it's raining…
This guest blog is written by Chris Le May, DataXu SVP and Managing Director Europe & Emerging Markets
Recent years have seen a stampede towards video advertising. 50% of marketers are planning to increase their video budget in the next 12 months, says the Content Marketing Association. News and media organisations everywhere are investing in video; BuzzFeed, the online news feed, has an entire content arm called BuzzFeed Motion Pictures.
Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry. And along with that data, more management platforms - generally more stuff.
With this stuff has come the early association of poor-quality, irritating advertising that is so ineffective as to induce users to download ad-blockers. It feels a little out-of-control – too powerful for human hands. This is because humans, consumers, are deeply complicated and bring with them a set of constantly shifting needs and demands. In a sense, what has happened is that we've discovered our own complexities, and these show no sign of falling into line any time soon.
Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.
Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'
This is a guest post by Andrew Buckman, MD EMEA, OpenX
There was a time when inventory deals ended with a handshake that confirmed the deal was done, prices were agreed, and delivery would be assured. Then programmatic changed the game — replacing the handshake with programmatic platforms and swapping certainty for an opportunity to identify audiences, and bid in real-time.
Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.
Warc's Lucy Aitken interviewed him earlier this month.
What is your take on the role of comms planning versus creative planning?
Where you talk to people and how you engage with them is becoming more important because increasingly, people can opt out of advertising completely.
Here at the Warc offices, we often gaze across the chasm at editorial – with their glasses and dual-monitors – and wonder what they actually do all day.
So, looking at Warc this last week, it was refreshing to see agencies confront their own chasm and bring strategy and creative together for each to consider the other’s purpose. And how Barbie has adopted a positioning that turned the all-American girl into a modern, cosmopolitan woman, leveraging the influence that comes with 99% global awareness.
In general, when talking about the significant increase in structured and unstructured human data and the technologies capturing it, we can take two angles; we can debate over why marketing should use it OR we can try to understand how marketing should use it to deliver sustainable value for brands and agencies.
Today, we see a lot of notes on why marketing should use data. We read that DMPs can help save and make us millions of dollars through frequency capping, retargeting and suppressions. We find that building advanced and ad-hoc segmentations by integrating offline and online data, we can achieve the ideal marketing mix to drive higher ROI.