As the world around us changes at an incredible pace, you don't need to be a marketing genius to see that the relationships between people and brands are, changing. There has been an explosion in digital messaging, which has led to reduced attention, recall and emotional engagement. Where people once leant in to brand stories, it's now increasingly a case of talk to the hand.
At HeyHuman, we believe that this mind-set requires us to embrace science to a greater to degree as per the recent WARC article 'Creative Agencies Need to Tap Science'. But how can we do this?
OK, that's not strictly true. Actually, it's not true at all. But it made you want to read on, didn't it? Or perhaps not?
According to surveys, if you're a regular reader of poetry then you're in a tiny minority, so perhaps name-checking the writer of such masterpieces as 'Ode on a Grecian Urn', 'To Autumn' and 'Ode to a Nightingale' wasn't much of a hook for you?
On the eve of the deadline for the Warc Media Awards, Lucy Aitken, Case Study Editor, Warc, considers how moment marketing could make an impact on this year's entries
The deadline for entries for the Warc Media Awards approaches and entries are starting to arrive. Already, there's a body of evidence showing how smarter comms planning helps campaigns be more effective, from a car brand that successfully used CRM data to help convert online forms into test drives to an IT brand that boosted lead generation through an effective partnership.
This guest blog is by Scott Curtis, European Mobile Strategy & Development Director, Starcom
Google's quest to continue its dominance of our digital spend continues with its latest efforts to protect the web. Its most recent announcement is to penalise pages that contain annoying 'intrusive' interstitials with site-ranking algorithms.
Niki Nakayama is the chef and owner of a Japanese restaurant called n/naka in LA. She's a technically brilliant chef and her food has been lauded as some of the best in America. But what makes n/naka stand out is not just its food but the experience around it.
The design of the experience starts with the concept of kaiseki, a Japanese tradition that harks back to the thirteenth century and is based on local ingredients. The power of this lies in its pacing, flow and sequence of composition, texture, temperature and colour.
It's back to school week and my Facebook feed has filled up with photos of my friends' kids in their new uniforms, lunchboxes packed, posing for the traditional first day back at school photo.
It got me thinking about what kids have in their lunchboxes in comparison to what I remember taking, so I did a bit of research on what Warc had on the subject of snacking – and here are some of the things I learnt from the Warc.com database:
Coverage of the Cannes Lions inevitably focused more on the best-in-class from Europe and America. We know from Warc's coverage of the Cannes Creative Effectiveness Lions 2016 that 59% of Case Studies came from Europe and 34% from North America compared to 21% from Asia and 12% from Australia & New Zealand respectively.
However, what this region lacked in quantity, it made up for in sheer quality, with markets like India and Australia over-indexing in the number of campaigns shortlisted (vs. those submitted). Below are the Warc Singapore office's favourites from the Cannes Creative Effectiveness winners:
Since their launch in 1980, the IPA Effectiveness Awards (the full archive of which is available for warc.com subscribers) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach. The announcement of the awards winners, every two years in November, is therefore one of the ad industry's most closely-watched events.
This time around, the IPA has expanded its programme: from the traditional black-tie awards evening to a five-day festival of marketing effectiveness. Effectiveness Week, launched at an event in London yesterday, takes place on the week of October 31st, with the awards themselves handed out on November 2nd. The programme includes over 50 speakers, with a mix of presentations and seminars taking place across 11 different venues. And it won't be a closed forum for agencies: the IPA is aiming to have 50% of attendees and participants coming from the client side.
Of all the decisions made by the colonial governor in Delhi, offering a bounty for dead cobras was one of the worst.
It had seemed a sensible policy. After all, cobras were a deadly hazard that needed culling. But as the governor had limited manpower at his disposal, he needed others to conduct the cull. So a small bounty was offered for every dead cobra handed in to the authorities.