The Warc Blog

The Warc Blog

Defining competitors too tightly
 
Posted by: Mythbuster, Les Binet and Sarah Carter, DDB
 
Mythbuster

Recently, we were asked to help an ailing brand. After dominating its category for decades alongside a very similar competitor, recently the brand lost the top spot to its rival. What had gone wrong?

We immediately noticed something striking. Yes, our brand had lost market share to its doppelgänger. But more surprisingly, for years, both brands had been losing market share to a host of smaller competitors which now accounted for a bigger share of the market than either 'market leader'.

Further analysis suggested an explanation. The two big brands had followed identical marketing strategies. In an effort to increase RoI and efficiency, each had reduced marketing expenditure. Each had cut emotional brand advertising in favour of harder selling stuff focused on 'new news'. Each had replaced expensive broadcast media with cheaper digital channels, tighter targeting allowing both brands to reduce 'wastage'.

More...

Subjects: Brands, Marketing

02 December 2014 16:59

I'm a Celebrity vs. Strictly Come Dancing
 
Posted by: MEC
 
MEC

The two celebrity-based programmes still attract high viewing figures but what do their fans think their characteristics are? Jo Coombes of MEC finds out.

In September 2014, viewers welcomed back the 12th series of Strictly Come Dancing. The show, airing on BBC 1 sees 15 celebrities paired up with professional dance partners to learn a variety of Ballroom or Latin techniques. The Halloween episode pulled in 9.7 million viewers, a 43.9% share between 6.30pm and 8.15pm on Saturday, beating The X-Factor's Halloween ratings by 2.3 million viewers.

Another long-running celebrity-based show which remains to be successful in terms of attracting and engaging a wide viewer base is I'm A Celebrity… Get Me Out Of Here! The contestants for the eagerly awaited 14th Series of the ITV hit programme, airing in November 2014 have recently been announced. The show, presented by Geordie duo Ant & Dec finds a group of 12 celebrities forced to live together in a jungle environment for a few weeks, with no luxuries or contact with the outside world. They are given a range of tasks, ‘bushtucker trials' to earn food for camp. The opening episode of the 2013 series attracted a peak audience of nearly 13 million and an average of 12 million viewers.

More...

Subjects: Media, Brands

28 November 2014 17:03

#MontyThePenguin Vs #ChristmasIsForSharing: The battle of the British Christmas Ads
 
Posted by: Emily Barley, Editorial Assistant, Warc
 
Emily Barley

The big debate is on. Has John Lewis done it again with #MontyThePenguin? Or might Sainsbury's have pulled it out of the bag?

John Lewis has done so well with its Christmas ads in the past that people have begun to anticipate its launch. This year was the turn of a cute little penguin in search of love – lovely, but perhaps not quite as powerful as previous campaigns.

More...

Subjects: Advertising, Brands, Marketing

14 November 2014 16:22

Has there ever been a tougher time for Sales teams?
 
Posted by: Brand Learning
 
Brand Learning

Unprecedented changes in the retail and customer landscapes are creating big challenges for Sales teams. Who would have thought at the turn of the century that by 2014 the world’s largest retailer would have no physical stores? Whatever industry you are in the customer landscape and expectations are changing fast.

From pricing competitiveness to cost optimisation, omniformat strategies to store utilisation -  everything is being turned on its head in the pursuit of shopper loyalty and growth. In Pharma, there is growing complexity in the web of stakeholders that Sales teams need to work with to secure product availability and drive sales.

Given the scale of these changes, sales teams are having to accelerate capability building in key areas such as route to market, trading terms, eCommerce strategy, ways of working with customers, data analytics, salesforce effectiveness and the use of technology to drive efficiencies.

More...

Subjects: Brands, Consumers, Marketing

22 October 2014 15:18

50 years of Admap: The story from Twitter
 
Posted by: Emily Barley, Editorial Assistant, Warc
 
Emily Barley

Last night we celebrated Admap's 50th anniversary!

Warc subscribers can read the anniversary issue The Future of Brand Communications – and dig into the Admap archive, which goes all the way back to 1967! If you aren't a Warc subscriber, take a trial or subscribe to Admap.

More...

Subjects: Warc conferences, Marketing, Brands

22 October 2014 11:00

Why joining up the organisation needn’t be cosy
 
Posted by: Brand Learning
 
Brand Learning

It’s obvious to us that the best route to sustained growth is by motivating more customers to spend more with your company. Mergers & acquisitions and improving operational efficiency can also deliver growth, but are inevitably limited over time – so sustained growth requires selling more products and services to customers: by creating superior customer value.

The trick comes in how you manage it. Do you offer people the most technically amazing products and services in the market? Do you tailor your products for the needs of your intermediaries to create strong routes to market? Do you drive operational efficiency to delight customers with reliability, speed and price? Do you innovate to tap into emerging customer behaviours? The priorities will differ depending on where you sit in the organisation. I’m sure you can pick out the different leanings of technical, operations, finance, sales and marketing teams. And all could argue they are customer-centred.

More...

Subjects: Marketing, Brands, Consumers

20 October 2014 13:07

It doesn't give you wings
 
Posted by: Guest blog
 
Guest blog

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.

More...

Subjects: Advertising, Brands

20 October 2014 12:07

Sharpening your instincts for the Digital Age
 
Posted by: Brand Learning
 
Brand Learning

Our instincts are key to survival but as we explore in this blog post, we don’t believe they are enough for us to thrive in such rapidly and dramatically changing digital times.

Last month we delivered a lecture for the London Marketing Academy entitled “From Surviving to Thriving, Sharpening your Instincts for the Digital Age,” in which we covered 4 instincts we need to sharpen for success in the digital age...

More...

Subjects: Digital, Marketing, Brands

16 October 2014 15:51

How marketing can pre-empt digital disruption
 
Posted by: Brand Learning
 
Brand Learning
We all know that the impact of digital technologies has changed businesses profoundly. It has created an exciting time for leaders who can create new operating models, strategies and approaches. It is of course, also a challenging time. Change brings uncertainty, resistance and failures as well as successes. We need to keep pace with our customers – but they are transforming their behaviours more quickly than most businesses are able to mirror.

In this blog series, we will take a closer look at the implications of this both on a personal and organisational level. No organisation has ever adapted without inspiring its people to change. And no individuals have effectively transformed an organisation without looking more broadly than the behaviours of a few lone people. Bringing together the individual and organisational is something we believe in passionately, and have written about before.
More...

Subjects: Digital, Marketing, Brands

13 October 2014 09:45

Two takes on brand purpose from WFA and We Are Social
 
Posted by: Guest blog
 
Guest blog

This post is part of the WFA's Project Reconnect, and is written by Will Gillroy, Director of Communications at the WFA, and Simon Kemp, Regional Managing Partner for We Are Social in Asia.

Brand purpose: you don't know the half of it

Purpose isn't about saving the planet (although it can be). Marketers should take a wider view of the power of purpose, suggests Will Gilroy, Director of Communications at the WFA.

When marketers think about purpose and the brands that epitomize it, they often just see half the picture.

More...

Subjects: Brands

06 October 2014 14:46

Older
   
 
 

Blog Search

Archives

  • 2014
    • December (12)
    • November (20)
    • October (23)
    • September (19)
    • August (18)
    • July (25)
    • June (22)
    • May (23)
    • April (20)
    • March (14)
    • February (10)
    • January (5)
  • 2013
  • 2012
  • 2011
  • 2010