The Warc Blog

The Warc Blog

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

Best of the best: Hybrid consumers, total video and how to get investment for your brand
 
Posted by: Katherine Kam, Production Editor, Warc
 
Katherine Kam

Amidst all the new content we've recently added (like Esomar Congress papers, Jay Chiat case studies and the shortlisted cases to our own Innovation Prize) here are my must-read picks – five stimulating, enlightening articles on topics as diverse as hybrid consumers, total video and winning boardroom-backing for brand investment.

The Brand in the Boardroom
What's it about and why is it interesting?
In Warc Editorial, we are huge fans of the Atticus Awards – clever thinking from across the WPP network on all kinds of topics. The Grand Prix winner from Ogilvy RED is lengthy but provides extremely useful instruction for valuing brands and demonstrating the real commercial benefit of marketing – essential reading for any marketer fighting for investment. As well as introducing the different methods of brand valuation, Ogilvy & Mather go beyond them to highlight the necessary principles and the steps that should be followed when valuing brands. As well as defending and increasing marketing budgets, brand valuation can also help decide where to allocate budgets, determine brand strategy development and develop brand benchmarking.

More...

Subjects: Consumers, Marketing, Advertising

22 October 2014 14:01

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

How to optimise your content strategy with regular data inputs
 
Posted by: Brand Learning
 
Brand Learning

Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.

More...

Subjects: Marketing, Data, Consumers

30 September 2014 09:17

Do you have the capabilities to make customer engagement mutually beneficial?
 
Posted by: Brand Learning
 
Brand Learning

In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role (whether the end-user, shopper, expert, distributor etc: i.e. whomever is the target of the communications)
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.

More...

Subjects: Marketing, Consumers, Data

26 September 2014 11:53

Brand Building in the Information Age
 
Posted by: Waqar Riaz, Cheil Worldwide
 
Waqar Riaz

Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).

More...

Subjects: Marketing, Brands, Consumers

09 September 2014 17:23

Mind Over Matter: Why Brands Transcend Products
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc. - seemed so sophisticated compared with its slightly prosaic subject matter: soap, toothpaste, biscuits and the like. Yet now the reverse seems true: brands are so central to our culture and so deeply rooted in our psyche that it is the traditional tools of measurement which seem unequal to the task. Why?

More...

Subjects: Marketing, Brands, Consumers

02 September 2014 13:04

The World Cup vs. Wimbledon
 
Posted by: MEC
 
MEC

Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.

Every four summers, a global audience is treated to a spectacular international football event. The World Cup is highly anticipated by the public for months leading up to its commencement, and for brands, even years. Another favourite each year, particularly in the UK, are the Wimbledon Championships – valued by partner brands but in a contrasting and understated way. This summer we witnessed the World Cup and Wimbledon simultaneously allowing for comparison of the distinctive approaches to advertising and sponsorship. With 20.5 million viewers watching the World Cup final and 10 million watching the Wimbledon final in the UK, (BBC, Wimbledon,) these properties are highly sought-after for sponsorship, and for the World Cup, prime television spots on ITV.

More...

Subjects: Brands, Consumers

19 August 2014 17:26

Do your communications still look like matching luggage?
 
Posted by: Brand Learning
 
Brand Learning

I’m a fan of travelling in style, so the concept of ‘matching luggage’ appealed when marketers first responded to channel proliferation with a drive to integrate their communications by using the same look and feel. Of course fashions change, and as people learnt more about how digital channels worked, marketing evolved to integrating around an idea – so there was still a co-ordination of luggage, but it didn’t all have to be the same colour.

Today, as more brands are recognising that a meaningful customer experience is the key to delivering growth, communications must move on again. (NB ‘customer’ is used to define the brand’s target: consumer, customer, expert etc).

More...

Subjects: Marketing, Digital, Consumers

11 August 2014 15:05

Warc 100: The insight behind 'My Blood is Red and Black'
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

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.

More...

Subjects: Advertising, Marketing, Consumers

18 July 2014 14:29

Older
   
 
 

Blog Search

Archives

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