The Warc Blog

The Warc Blog

It all begins with a brief
Posted by: Faris Yakob, Co-founder, Genius Steals
Faris Yakob
In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together. Lots of people seem to agree that briefs have become boring. Planners feel as if they are endlessly writing the same briefs, filling out the same forms, regardless of which agency, client or project they are working on.

Subjects: Advertising, Consumers, Media

24 October 2016 10:53

From AR to VR to MR
Posted by: Brian Carruthers, News Editor, Warc
Brian Carruthers

It may soon be time to add another acronym to your collection as mixed reality (MR) heaves into view. As part of Innovation Week, the week-long event being run by OMD UK, Arthur Tindsley and Frazer Hurrell, creative technologists at AOL's Partner Studio in London, demonstrated Microsoft's HoloLens and outlined how it differs from augmented reality (AR) and virtual reality (VR) options.


Subjects: Media, Consumers

20 October 2016 14:52

Dark social is less murky with a big enough idea
Posted by: Nigel Hollis, Chief Global Analyst, Millward Brown
Nigel Hollis

With a world of information and entertainment at our fingertips, expectations of immediacy are higher than ever – but so too is the desire to connect with others. Social media is a powerful force for brand building, and one which is destined to become even more important in future.


Subjects: Data, Consumers, Marketing

11 October 2016 16:57

The Uberisation of FMCG
Posted by: Guest blog
Guest blog

This is a guest blog from Alison Martin, Director, Kantar Worldpanel

It might not be as sexy as virtual reality or robots but, at this year's CES, grocery e-commerce has been the trend that's grabbed the interest of many marketers.

While by no means a mature market – Latin America and large parts of Asia need to address issues of infrastructure before it can thrive, and it has yet to make a serious impact in the US – it is fast becoming a going concern in an otherwise stagnant industry. Online FMCG sales continue to grow, up by 15% globally in 2016, and, by 2025, is projected to command a 9% value share of global spend on groceries.


Subjects: Digital, Consumers

11 October 2016 09:39

A good walk spoiled: The problem with moral licensing
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
Richard Shotton

"All truly great thoughts are conceived by walking." Or so said the half-crazed philosopher, Friedrich Nietzsche. Brian Wansink took that one step further and conceived a great advertising thought while getting others to go walking.

Wansink, professor of psychology at Cornell University, recruited 56 subjects to walk a mile route. Half were told to test an MP3 player as they walked, stopping off at six places along the route to monitor sound quality. The other half were told the walk was exercise, and asked to monitor energy levels at the same set places. After the walk they returned their results, collected payment and were told they were free to go. Before they left they were invited to an all-you-can eat buffet the university had laid on.


Subjects: Marketing, Consumers, Media

03 October 2016 14:36

The marketing world doesn't get friendship
Posted by: Guest blog
Guest blog

This guest blog is written by Hannah Fisher, a planner at iris Worldwide

One of the things I observe on a regular basis is how incredibly important friendship is to many of the adults I know. It's not uncommon for our friends to be closer to us than our family, to see more of our personal highs and lows.

But friendship isn't something marketers tend to examine very often in their day-to-day work. If you browse through the research portals we subscribe to, most mentions of 'friends' or 'friendship' are solely about social media behaviours and campaigns. I would argue that our industry doesn't understand the nature of friendship as deeply as it should.


Subjects: Consumers, Media

27 September 2016 14:44

The branding of research
Posted by: Faris Yakob, Co-founder, Genius Steals
Faris Yakob

Recently, we undertook a project with a lovely market research agency to understand the evolving aspects of the industry and the agency's place in it. Readers of Paid Attention may remember that it contains a chapter entitled "Why all market research is wrong" but also that I didn't say market research wasn't useful. Rather, I said that people rarely know why they do what they do and don't predict their own behaviour well, so claimed responses shouldn't be taken at face value.


Subjects: Consumers, Data

19 September 2016 15:20

Point of view: Designing experience
Posted by: Gareth Kay, Co-founder, Chapter
Gareth Kay

Niki Nakayama is the chef and owner of a Japanese restaurant called n/naka in LA. She's a technically brilliant chef and her food has been lauded as some of the best in America. But what makes n/naka stand out is not just its food but the experience around it.

The design of the experience starts with the concept of kaiseki, a Japanese tradition that harks back to the thirteenth century and is based on local ingredients. The power of this lies in its pacing, flow and sequence of composition, texture, temperature and colour.


Subjects: Advertising, Media, Consumers

09 September 2016 14:49

Lunchbox: What we know about snacking from Euromonitor, Bear snacks, Chiquita, and Mondelez
Posted by: Nicola Tillin, Commercial Director, EMEA, Warc
Nicola Tillin

It's back to school week and my Facebook feed has filled up with photos of my friends' kids in their new uniforms, lunchboxes packed, posing for the traditional first day back at school photo. 

It got me thinking about what kids have in their lunchboxes in comparison to what I remember taking, so I did a bit of research on what Warc had on the subject of snacking – and here are some of the things I learnt from the database:


Subjects: Consumers, Advertising, Brands

08 September 2016 09:47

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: 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.


Subjects: Marketing, Advertising, Consumers

24 August 2016 11:40


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