The Warc Blog

The Warc Blog

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

Back to the Future: The problem of premature evaluation
 
Posted by: Malcolm White, Co-founder, Krow Communications
 
Malcolm White

I've just come out of a dispiriting advertising research briefing and I wish I could time-travel back to 1974. The briefing was dispiriting because we're in danger of testing an early-stage, pre-production, TV advertising execution with qualitative research when we should be using the research to understand how the execution works in the hearts and minds of our target audience, and to provide objective feedback on the strengths and weaknesses of that execution. This research should be an aid to decision making, not act as judge and jury, handing down a 'Go/No Go' verdict. It's this idea of 'testing' that is so dangerous. And I've said all this.

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Subjects: Advertising, Marketing, Consumers

17 May 2016 10:45

Opinions wanted
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

About a decade ago, Copernicus Consulting did a research study in the US to look at how we saw brands. Its most startling finding to me was the lack of differentiation people saw between brands. Four out of five categories were seen to have increasingly homogeneous brands and only 7% of ads were seen as different. The lack of remarkability was in itself remarkable.

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Subjects: Brands, Consumers, Advertising

11 May 2016 15:24

Owning it is no longer enough – brands have to earn it
 
Posted by: Guest blog
 
Guest blog

This is a guest blog written by Jose de Cabo, co-founder, Olapic

Marketers have heard the mantra "content is king" so many times now they are probably saying it in their sleep. But producing enough engaging material is going to be the biggest content challenge for UK marketers in 2016, according to the Content Marketing Institute. The reality is, it's difficult and expensive to continuously create quality content from scratch. The cost of developing enough owned content to meet the pressures and demands of always on communications is simply unsustainable for most brands.

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Subjects: Media, Marketing, Consumers

10 May 2016 16:00

Of fiction and funnels
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling', so let me tell you a tale.

Humans love stories. We use them to make sense of the world. When we cannot understand something, we use stories to explain it to ourselves, and each other. Stories are everywhere because everything is literally complex, the product of many things interoperating and creating endlessly emergent effects.

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Subjects: Advertising, Digital, Consumers

26 April 2016 10:23

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