This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.
For years Red Bull has used the tagline it "gives you wings". Recently, a long-time Red Bull drinker sued the company because, despite drinking the brand for years, it had failed to give him wings or improve his athletic or intellectual performance. The consumer won and Red Bull settled for $13 million.
This post is by Jan Gardner, Marketing Director at Jaywing.
Ofcom's eleventh annual Communications Market report investigates how we use various devices, from TVs to smartphones. This year, the report looked more closely at the habits of different generations, identifying a clear generation gap.
However, it is clear the digital revolution continues to change all behaviour. Multi-tasking and second screening was evident, with younger groups far happier to switch seamlessly between devices and leave more traditional media behind.
None of this will come as a huge surprise to most marketers. However, we continue to grapple with what it means. Perhaps our improved economic environment gives us a little more freedom to explore. So where should we turn our attentions?
This post is by Grant Allaway, Group Managing Director at ad2one.
Programmatic – it's the buzzword of the moment, but there's a reason for that. All sorts of brands have publicly declared their commitment to programmatic recently, from eBay to Coca-Cola to Kellogg's. It seems that brands who weren't keen to use programmatic are now on board – we know this through the recent launch of our premium marketplace, where brands can operate as publishers in their own right. But why is this and how can publishers ensure they get the most out of programmatic?
Firstly, addressing the issue of why publishers are suddenly joining the programmatic party, recently questions around brand safety and best practice have been answered in more detail, meaning that issues around inventory quality and transparency are no longer as much of a concern.
This post is by Mark Hawkins, Chief Executive of ONE TWO FOUR.
One of our ways to engage with audiences is through Advertiser Funded Programming (AFP), a form of Branded Content that has been around since the 1930s. With new waves of brand experiences AFP broadcast deals can include combinations of many different elements, so here are our top ten things to remember if you're considering AFP:
If you're looking to move the dial, AFP is an ideal platform to stand out from the crowd – whether your objective is awareness, consideration or reaching new audiences.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that budgets don't matter
Recently, we were given a task by a big multinational. Could we review their research data and look for insights to help them grow market share? We read a mountain of material – everything from packaging semiotics to obscure product usage in emerging markets. But something was missing. In over 2,500 pages of research, there was only one mention of budgets.
To us, this is symptomatic of a trend. People obsess about the architecture of their brands, and the content of their communications. Meanwhile budgets get remarkably little attention.
This post is by Keith Lammie, Regional Director at Primesight.
Can billboards change the future of Scotland forever… It was September 2013 when this conversation really began and we engaged with both the Better Together and the Yes campaigners on how we could support them and plan campaigns that would help deliver the crucial support that they both required.
Both meetings took a similar but unusual and unexpected direction where the clients themselves were convincing us, the out-of-home media owners, of all the benefits that outdoor advertising can offer and how they both must have the best locations. I guess looking back when you have two brands that are lined up for a duel on a single day and an advertising platform which is a finite resource (it's billboards not oil that I am referring to) this really starts to create a sense of urgency. Of course one major reason that the clients quoted behind their choice of outdoor was that it lives in and is owned by the community, with frames having been there sometimes for generations; with local communities witnessing for years every new soap powder, car launch or community message appearing and changing every two weeks. It would seem that the frame itself has built huge credibility of displaying messages that are believed. When you compare this opportunity of stand out and ownership with that of other media that carries content, you can start to see why outdoor is 1st on the pick list for marketing teams responsible for political campaigns.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like treating music as an afterthought
Recently, we were working on a pitch. A number of teams had come up with ideas which we were honing over the weeks prior to pitch date. One team's idea was a big emotional story about a family set in a South American city. There was no dialogue. At the top of the script were the words 'music: suitably epic'. This creative idea was debated and evolved by the account team, alongside other ideas over a number of days. It wasn't until a week before the pitch, however, that we realised that 'music: suitably epic' was still on the scripts and hadn't been discussed at all. All the chat had been about the action.
One of the main reasons we set up the Warc 100 – our ranking of the world's 100 smartest campaigns, based on their performance in effectiveness and strategy awards over the previous year – was to reward those planners who know how to put together a great case study. And, recently, we've been reaching out to the people behind some of this year's top cases to learn the secrets of their success.
We've already spoken with Lach Hall, the man behind 'Overstay Checkout', number five on this year's list, and now it's the turn of Kusuma Kusoltawee at Ogilvy & Mather Bangkok and one of the authors of 'Smoking Kid', a heart-warming anti-smoking campaign for the Thai government that came seventh on the Warc 100. Read on for the case video – and Kusuma's behind-the-scenes story of the campaign's development.
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.