Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.
Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'
In general, when talking about the significant increase in structured and unstructured human data and the technologies capturing it, we can take two angles; we can debate over why marketing should use it OR we can try to understand how marketing should use it to deliver sustainable value for brands and agencies.
Today, we see a lot of notes on why marketing should use data. We read that DMPs can help save and make us millions of dollars through frequency capping, retargeting and suppressions. We find that building advanced and ad-hoc segmentations by integrating offline and online data, we can achieve the ideal marketing mix to drive higher ROI.
The eternal quest of every brand is to be able to meaningfully differentiate itself from a competitive set. To connect with consumers in a way that resonates and thus ultimately drives them to opt for their brand above all others. Needless to say that as a process it epitomises the saying "easier said than done".
This week the story of Sprite appeared in the press. In their most recent campaign effort to stand out as a brand "celebrating those with the guts to tell it like it is," they became 'that guy' on a night out who is memorable for all the wrong reasons.
An early indication that a campaign will appear on Warc one day as an effectiveness paper is when it is fervently shared at launch. Channel 4's 'We're the Superhumans' Rio Paralympics 2016 trailer, created in-house, was the broadcaster's most shared ad to date and shows, among other amazing acts, a man flying a plane with his feet.
We take great pride as an industry in our ability to solve problems. It's how we tend to frame our capabilities to clients. It's how we describe what we do to our non-industry friends. It's how we award (and reward) ourselves across strategy and creative awards.
Yet, when you think about it, problem solving is a horrible way to think about what any of us do. It is reactive.
This guest post is written by Maria Vardy, Brand Comms MD at Jaywing
The brand marketing landscape is in a constant state of evolution. It's not easy for the modern marketer to appear swan-like - calm on the surface, legs frantically paddling underneath. Keeping up with the latest technology, trends and audience demands can seem impossible. However, there are brands doing exactly this and they demonstrate true grit and determination, traits that other brands can learn from.
Welsh people don't often get much to cheer about. And yet we do - often. It's a small country, but a noisy one.
After England's early exit from the Euros, patriotic sports fans have turned their attention to Wimbledon. Britain still have strong representation in the form of the Murray brothers. While Andy gets most of the attention, it's actually Jamie who has the higher ranking: currently doubles world number 1. Perhaps part of his strength is due to a natural advantage. He's left-handed.
Across North Asia, the murky, semi-closeted 2D world of ACG (Animation, Comic, Game - and now also 'N' for short novel) is aggressively taking territory from the 3D world of traditional culture by breaking down the walls that have kept them apart. And it is profoundly changing the way that brands are behaving.
Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand can be fully explained by emotion alone.