The Warc Blog

The Warc Blog

7 things Nicola Tillin learned from Warc this week
 
Posted by: Nicola Tillin, Commercial Director, EMEA, Warc
 
Nicola Tillin

It being holiday season, I decided to do some reading in the transport & tourism section on Warc.

Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.

Though the sun is out, consumers are still glued to their mobiles: Booking.com has found almost a third of their bookings take place on smartphones. Indonesian marketers, in particular, have heeded this trend, with mobile adspend increasing 200% this year. Here are some of the things I learned this week.

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Subjects: Marketing, Advertising, Consumers

24 August 2016 11:40

May I ask a personal question?
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

When someone says that, what are they asking? They're asking for permission to enquire about something you may not be comfortable talking about because it's private. It's not something you would normally share publicly, hence the need for permission. (Especially if you are British.)

What makes something personal? Uniquely yours, concerning your private life (is that still a thing?), your emotions, desires, hopes, dreams, relationships, secrets. This is an interesting inversion, since the root of the word - persona - literally means 'mask': the kind worn in Graeco-Roman drama.

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Subjects: Consumers, Advertising, Awards

08 August 2016 11:10

Doping and the false consensus effect
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Doping casts a shadow over the Olympics. Excitement about record breaking performances will be tempered by doubts about whether they were chemically fuelled. But this uncertainty about who is cheating led Matthew Dunn, a psychologist at the University of Sydney, to create an ingenious experiment.

In 2011, Dunn asked 974 elite athletes to estimate the prevalence of drug taking in their sport. He found recent drug users estimated 45% of their competitors also cheated, whereas non-users put the figure at just 12%. The athletes couldn't help but project their behaviour onto others.

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Subjects: Advertising, Consumers

01 August 2016 12:34

Pokémon GO shows where gamification is going wrong
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Timo Tuominen, senior software consultant at digital innovation consultancy Futurice.

Sectors ranging from banking to retail are drawing lessons from the success of Pokémon GO, a global media and marketing phenomenon. Closer to home, this location-based, augmented reality mobile game provides four clear learnings for the burgeoning gamification app and pure gaming sectors.

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Subjects: Digital, Consumers

26 July 2016 17:02

The science of using science - IJMR Editor's blog
 
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
 
Peter Mouncey

This is the title of a new discussion paper recently published by The Alliance for Useful Evidence. The principle underlying the paper is that simply providing access to evidence does not mean that it will be used.

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Subjects: Consumers

21 July 2016 11:05

Emotion, Metaphor and Brexit
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

"Avoid politics and religion" is normally good advice when talking to clients or colleagues, but in the fall-out from the EU referendum, I feel impelled to break that rule. Yet, despite a rash of resignations and three party leadership contests, it's not the political effect that most interests me; it's actually the impact on our culture and values.

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Subjects: Consumers, Advertising

18 July 2016 14:34

From the wisdom of crowds to the winner's curse, and how Media buyers should zig when the world zags
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

In 1906 Francis Galton, the country's foremost statistician, attended the West of England Fat Stock and Poultry Exhibition and uncovered an intriguing phenomenon.

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Subjects: Media, Consumers, Advertising

23 June 2016 15:34

System 1 or System 2? The Answer: Mind Modelling!
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

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.

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Subjects: Advertising, Brands, Consumers

14 June 2016 09:27

Introducing Basic: The Discipline of Creating Interesting Companies, Not Advertising
 
Posted by: Alex Smith, Founder of Basic Arts / Planning Director, Sense
 
Alex Smith

The secret behind the world's best brands

What is it that connects the great brands of the internet age? The brands that are constantly referenced by marketers as benchmarks of performance. The inspirational usual suspects from Red Bull, to Apple, to Google, and beyond. What is the behaviour they all share - no matter their market or position in it - that allows them to capture public imagination and escape cynicism and indifference?

Put simply these great brands don't win fans by creating interesting advertising; they win fans by being interesting companies, full stop.

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Subjects: Advertising, Brands, Consumers

13 June 2016 14:35

Slower growth... and six ways to defy its gravitational pull
 
Posted by: Guest blog
 
Guest blog

The market-led strategies of the past based on growing consumer segments with increasing spending power won't cut it in a slower-growth global economy. In this guest blog, J. Walker Smith, Executive Chairman at The Futures Company, examines the economic backdrop and the way forward for businesses and brands.

Increasingly, it looks like there's a new normal for the global economy and it worries the current crop of business leaders, who are accustomed to operating in a higher growth economy with stronger consumer spending.

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Subjects: Marketing, Consumers

07 June 2016 16:23

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