I spent Tuesday this week at the IPA's Eff Fest - a conference in London that looked at different aspects of 'effectiveness'. (Watch out for a full write-up in the coming days on Warc's event reports section.)
The session I really wanted to attend was the update from #IPASocialWorks, a collaborative effort between UK trade bodies such as the IPA, the Marketing Society and the Market Research Society, with backing from several social networks. Their goal is to try to provide some guidance on how best to measure social media (and they were clear to make a distinction between 'counting' and 'measuring').
That is a topic with particular relevance for us after the launch of the Warc Prize for Social Strategy - a competition for social activity that can show business results.
This morning saw the official launch of Ad Works 21 - the book of cases from the IPA's 2012 Effectiveness Awards (which is published by Warc).
The launch was marked with a breakfast session featuring Marie Oldham, Chief Strategy Officer at MPG Media Contacts and Convenor of Judges for the awards, and David Golding, Founding Partner of Adam & Eve DDB, who talked through the Grand Prix-winning case study for John Lewis.
The start of the year is predictions time. Here at Warc we've launched our Toolkit 2013 report on the challenges of the year ahead. We've also run a slew of forward-looking pieces from around the industry.
One set of forecasts I keep an eye on each year is Deloitte's TMT (technology, media, telecoms) predictions. The report, out this week, is based on the company's own research, plus input from all over the media industry, and always makes for an interesting (and sometimes counter-intuitive) read.
Later this month, the I-COM Summits take place in Rome. I-COM (or International Conference on Online Media Measurement to give it its full title) is one the world’s biggest gatherings of online data types, and takes place every two years. Warc is a media partner, and we’ll be bringing all the key insights and arguments together in a series of reports (keep an eye on the Event Reports page).
Ahead of this year’s conference, I talked to Andreas Cohen, the event’s chairman, and asked him what the key topics of discussion would be this time round. He identified five issues he identified, which we hope to revisit after the event...
This week Warc is covering the Spikes Asia event in Singapore, a festival for the best of the region’s creativity.
event, which culminates in the Spikes awards ceremony, includes several
days of conference, bringing together Asia’s creative industries to
discuss new ideas and the best of Asian marketing.
has featured topics as diverse as whether Charles Dickens would have
tweeted (answer: almost certainly) and whether advertisers should think
more like software developers. There’s been a lot about content, and
also about participation.
New to this year’s awards line-up is the
Creative Effectiveness category (bringing the event in line with its
sister event, Cannes Lions). The category’s inaugural year brought in 34
entries – not a huge total in an event with 4860 entries, but the judges I spoke to
seemed happy with the quality.
Chris Thomas, Chairman of BBDO
Asia and the chairman of the Creative Effectiveness jury, took to the
stage on Tuesday to make the case for effective creativity.
Last week Warc Asia held its inaugural Warc Conversation event in Singapore. The goal of these informal, after-work events is to share some best practice and get people talking about some of the emerging issues in Asia’s marketing industry.
And we were lucky enough in our first session to have two particularly outspoken (and, needless to say, very experienced) panellists to help: Charles Wigley, Chairman of BBH Asia and also chair of the 2012 Warc Prize for Asian Strategy; and Tim Broadbent, Global Effectiveness Director at Ogilvy.
This week Warc is reporting from the Asian Marketing Effectiveness festival in Shanghai. Warc will be running a full conference report on the event. But as a taster, it’s worth highlighting the entertaining talk by Charles Wigley, Chairman of BBH Asia and the chairman of this year’s Warc Prize for Asian Strategy, and Rob Campbell, Regional Head of Strategy at Wieden & Kennedy.
Their theme? Five wrongheaded ideas that simply won’t go away.
Warc is currently at the South by Southwest Interactive
conference-cum-festival in Austin, Texas. This event has become one of
the biggest dates in the interactive industry's calendar - so marketers
need to take note of the key themes being discussed.
next few days, our writer, Hamish McKenzie, will be filing some of the
most interesting insights and examples for marketers. Here's a
scene-setter from the conference floor...
This morning I was kindly invited onto the show The Globalist on digital radio station Monocle 24 to talk about China’s latest restrictions on advertising. The new rules, covered on Warc’s news, mean a ban on the insertion of ads on TV dramas and movies more than 45 minutes long.
I was asked whether the affected ad dollars – some $3 billion according to some reports – would be reassigned, and the obvious answer is yes. In such a competitive, fast-growth market, advertisers need to make sure they are winning and retaining customers. So where will the ad dollars go?
This week saw the WOMMA Summit take place in Las Vegas. Word-of-mouth is a particularly hot area at the moment, and it’s always interesting to see how brands plan around it – how do they set up their marketing and PR with word-of-mouth in mind, how do they work with content?
One session that struck me as particularly interesting came from Jonathan Byerly, Chief Content Strategist at Dell. His session has been nicely summarised by writer Steven Van Belleghem. Thanks to Steven for allowing us to share his summary.
"In the past, so Byerly said, Dell’s marketing approach was mainly aimed at talking about product characteristics and prices. In order to implement content marketing well, one needs to dissociate from this traditional marketing approach. Originally Dell based its content strategy on the customer’s purchase cycles. Which information are they looking for in which stage and how can we act upon that with good, converting content?"