This post is by Will Bradley, a planner at Maxus for Business.
Whilst the growth in programmatic buying is revolutionising the way B2C clients run campaigns, with benefits including greater efficiency, broader reach, and stronger insights through high volumes of data, the B2B sector is trailing in its wake. We've learnt from speaking to our B2B clients that the major concern with investing in programmatic buying begins and ends with brand safety. Compared to the B2C space, B2B advertisers are generally more cautious in their approach to advertising, and therefore at odds with the automated, far-reaching approach of programmatic buying.
With this in mind, Maxus for Business has compiled 5 top tips for B2B advertisers taking that first step into the future:
Events have long been used by brands to build awareness, attract new customers and display their values. These eight brands give a range of examples of how existing events can be used and new ones created to connect with audiences.
If you'd like to read more about using events in marketing check out the experiential topic page, or see the Warc Index on event marketing and event sponsorship.
Showing just what you can do
Toyota: Tundra Endeavour
Toyota had a strong reputation for building quality cars, but faced scepticism about the quality and durability of its trucks amongst its key target market: people who relied on their trucks for work. So it found a way to show the Tundra's real power: towing the Space Shuttle Endeavour to its new home.
The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
This article is part of the Mindshare Original Thinker Series.
Amazon has built a self-serve tool to allow advertisers to purchase ads directly from the company in real time.
The self-serve tool is for ads on Amazon owned sites and a network of third party sites served through Amazon's ad-serving platform. The tool has been in development since December 2011, although it has yet to run a campaign. According to Amazon it will gradually be extended to 'select agencies', though the exact timing has not been confirmed.
At first glance it looks like the self-serve tool could be beneficial to small advertisers with low spends that do not warrant dedicated sales teams. In the light of all the unknowns and lack of transparency into what data is shared, Mindshare recommends a wait and watch approach at this time as it eliminates the value of the agency/strategy work that we do to ensure maximum campaign success.
Mobile apps, wearable devices and sheer innovative thinking are enabling marketers to find new ways to fulfil consumer needs. I've dug into the Warc archive to showcase examples of brands that have implemented 'solution' or 'practical' marketing that puts convenience and customer service at the core.
Art Series Hotels: Overstay Checkout
Art Series Hotels, an Australian boutique hotel chain, found that a major pain point of leisure travellers was the 11:00am checkout which was standard across the industry. In response, they developed the "Overstay Checkout', an innovative new checkout system based on hotel capacity, which meant guests would only have to check out when the next guest checked in. This customer-friendly message was promoted everywhere from social media to hotel door-hangers. The campaign was tremendously successful, and the idea was recognised globally as a genuine innovation in the hotel industry. It was a win-win situation: creating value for the consumer while solving the hotel's unsold inventory problem.
The Warc 100 rankings list campaigns according to their success at effectiveness and strategy awards. Overstay Checkout for Art Series Hotels, the innovative campaign by Naked Communications Melbourne, was ranked fifth.
We talked to Lach Hall, co-author of the case study, about eureka moments, why we need effectiveness awards and his top tips for writing better case studies.
1. How did the planning team at the agency develop the campaign strategy for 'Overstay Checkout'? Was there a 'eureka' moment, what kind of research/industry analysis was undertaken and what was the role of the client in this process?
We were coming off the back of a very successful campaign for Art Series Hotels the summer before – Steal Banksy. Our job this time around was not only to create a campaign that continued to set the hotel apart and directly increase room nights for the summer, but also one that that could be rolled out again, whenever they needed a lift, in order to become less reliant on big ideas like "Steal Banksy".
Earlier this year, I was invited by the IPA to come to London and talk about creativity in my part of the world. I'm from New Zealand and although you may never have heard of us, we are, per capita, the most creatively awarded country in the world.
"How?" asks the video that opened our local creative awards a couple of years ago. "It's because we have the perfect conditions for creativity. New Zealand has no celebrities, and so agencies have to sell products with brilliant ideas instead. And A-class drugs are obscenely expensive, so advertising people have to put in the late nights and weekends at the office to afford them."
Valid reasons, though I couldn't help feeling these weren't exactly mining deep cultural insight into why we're such a creatively fruitful place. Of course, we're small, which means less of the obvious creativity killers of policy, politics, process and testing research. One guy I worked with put it brilliantly: "In New Zealand, you get to 'no' quicker." He'd spent time in bigger markets doing iterations of campaigns to which the CEO, with whom they finally got an audience 18 months into the process, was never going to say yes.
Ask anybody about what comes to mind when they think about Brazil, and it's likely they'll reel off a long list including great beaches, beautiful people and – with the recent World Cup still in people's minds – football. But, of course, such stereotypes do not tell the full story about this vast, diverse and increasingly influential nation.
In an attempt to broaden the conversation, brand consultancy Flamingo organised an event in London this week featuring three expert speakers: each of whom tackled a big Brazilian stereotype.
Warc subscribers can read a full report from the event, featuring all of the key statistics and campaign creative, but below are the highlights from the briefing.
A survey, conducted by the the Association of National Advertisers, (ANA) found only 21% of marketing leaders were satisfied with the performance of their global marketing strategy and just 22% were satisfied with how their global marketing is co-ordinated. The task of managing and executing a multi-market brand launch is a formidable one but the ANA had this advice for brands up for the challenge:
Our new Warc 100 rankings, released last week, collect together a truly global array of campaigns. Listed according to their success at effectiveness and strategy awards over the past year, the collection of the world's 100 smartest campaigns highlight a big industry trend: the increasing recognition of the great work being done away from the Anglosphere.
Exemplifying this shift is 'My Blood is Red and Black', a campaign from Leo Burnett Tailor Made in Brazil for HEMOBA, a blood donation charity, which is ranked 31st on the Warc 100. As part of the campaign, football team Vitoria removed the red stripes from its kit, promising to put them back as people donated blood – leading to big fan engagement and a rise in donations. And, when I asked him about developing the strategy for the campaign, Marcello Magalhaes, VP for planning at Leo Burnett, said that one big cultural insight was ultimately responsible for the (award winning) work.