This post is by Danny Groner, manager of blogger partnerships and outreach for Shutterstock
Did you see the recent interview President Obama did with comedian Zach Galifianakis? You probably did since it's been shared all over the place this week, everywhere from tech blogs to political sites. This video hits on all cylinders and, despite some blowback about the role and responsibility of a sitting U.S. President, it's been well-received by the public. But it's also a very important plug for the Healthcare.Gov website. In fact, by the middle of the first day of circulation, it was the leading source directing young people to go sign up for healthcare on the government website.
This post is by Ethel V. Sanchez, Regional Planning Manager at Lowe and Partners Worldwide.
Small (often taken for granted) tricks to help build a fertile creative environment.
To keep our creative buddies' brains blazing, we all know the deal.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that marketing always needs to make sense
Many years ago, we worked on a tea brand. It had strong sales and had led the market for many years. It benefited from a very popular long-running ad campaign and was bolstered by very stable numbers of buyers, whose habits seemed ingrained. It was hard to see this situation changing much. They rarely do.
Another month, another set of learnings. We recently published over 40 APG Creative Strategy case studies on warc.com. The APG is the foremost and longest-established organisation representing the interests of account planners and other communications strategists. These awards celebrate the 'lightbulb' moment. I found it extremely difficult to showcase just a few, but here's a brief synopsis of the brands that I think deserve a special mention. Warc subscribers can browse all 41 winners of the 2013 APG Creative Strategy Awards in association with Google.
How relationships turn successful or end up as a failure? What makes them stronger or weaker? What keeps them together or tear them apart?
Recently, I am finding myself very involved in answering the above three questions. I am not expecting to have a detailed understanding in the near future; however, I think that I am beginning to understand the basics…
We recently published this year's Design Effectiveness Awards (DEAs) case studies on warc.com. These awards recognise design projects that are both creatively and commercially effective. To give you a taster of what the DEAs have to offer, I’ve selected a handful of case studies that I think deserve a special mention. (Warc subscribers can browse all 64 winners of the 2014 awards here.)
Read on to learn how a pharmaceutical brand used effective design to shift its product from niche to mainstream, or how a food brand drove brand differentiation by adding a new functional element to its design (the Spoonkler) and so fulfilling an unmet consumer need.
The latest content on Warc includes a detailed look at econometricscourtesy of Admap, a range of reports from conferences around the world and global data on social and digital trends. There's also a reminder of our 2014 Toolkit report and a preview of upcoming events.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good.
We came across something unusual the other day – two words not often heard together. But two words that remind us of a common myth. The scene was a research debrief. Two alternative ad ideas had been explored in qualitative research. It was a tricky bit of research to interpret. This was a new campaign. The two routes were very different. And the stimulus material was rudimentary.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that we learn best from success.
Recently, we found ourselves at the IPA 'Eff Fest', a celebration of all things related to advertising effectiveness. Professor Paddy Barwise from London Business School in one session showed a collection of social media case studies. The cases were interesting he said, but would be even more interesting if they were about failures. Because we learn so much more from failure than from success.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mantra that 'mine is different'.
A few years ago, we were working on a leading financial services brand. Our main client contact there was a smart data analyst who prided himself on his intimate knowledge of the brand and its millions of users. The brand had started to show signs of stalling and our analyst client was charged with finding out why, with our help. We started looking at a number of key measures and asked him what was happening to the brand's market share over time. 'Oh we don't track that. This is finance – it isn't baked beans you know' was the reply. But when we did a simple exercise to construct brand share and compare it with share of voice over time, we could immediately start to see what was causing the brand's problems. And in fact, the pattern our simple analysis revealed was entirely to be expected from what research has consistently proven is common to all markets.