The Warc Blog

The Warc Blog

Point of view: Trust and social media
Posted by: Edward Bell, CEO, FCB Greater China
Edward Bell

We just don't trust like we used to, it seems. According to a recent study, two-thirds of the world's countries fall into the 'distruster' category. A separate study from last year indicated that only 3% of Americans, British, Italians, Swedes, French and Italians say that 'business businesses are very honest'.


Subjects: Brands, Consumers

02 February 2016 10:01

When purpose becomes a problem
Posted by: Guest blog
Guest blog

This is a guest post by Wiemer Snijders, consultant on marketing, branding, and advertising effectiveness at The Commercial Works.

There is a new buzz phrase in the boardroom, and it is 'purposeful positioning'.

Purposeful positioning is a perfect example of how some people just can't resist the temptation to flog a dead horse, which in this case is the idea that people need to care about brands.


Subjects: Brands, Consumers

01 February 2016 10:11

Should advertisers invest in ‘moment marketing’?
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
Richard Shotton

WARC and Deloitte Digital recently published six major marketing trends for 2016. The most interesting is moment marketing: the idea that brands need to identify the moments and contexts where messages resonate best. It’s an important trend as the rise in consumer data and digital targeting means it’s easier than ever to identify and then reach consumers at the ideal moment.

But what’s the evidence for the importance of moment marketing?


Subjects: Marketing, Consumers

25 January 2016 10:50

Consumer motivations in South East Asia's telecommunications sector
Posted by: Guest blog
Guest blog

This guest blog is by Nick Licence, Regional Strategy Planning Director at DentsuAegis / SenseAsia

Network capability, brand trust, price and convenient service are the factors defining consumer intent in the telecommunications product sector in South East Asia, new research reveals.


Subjects: Consumers, Media

21 January 2016 12:58

#DCS2016: Why the term 'content marketing' could soon disappear
Posted by: Guest blog
Guest blog

This guest blog is written by Matt Smith, a web editor at the Business Reporter.

Terms like "content marketing" and "brand content" could soon disappear to make way for clearer, more specific phrases, according to an industry expert.

Speaking to Business Reporter ahead of The Digital Content Summit 2016, BOBCM founder Justin Kirby said new phrases would better describe specific work in the sector.


Subjects: Advertising, Marketing, Consumers

12 January 2016 11:46

The 'customer service myth'
Posted by: Faris Yakob, Co-founder, Genius Steals
Faris Yakob

'Customer service' is a misnomer. Serving customers is what companies do but the 'customer service department' is problem resolution. How companies deal with irate customers is an important part of their brand.

Remember in 2008 when Dave Carroll's guitar was broken on a United Airlines flight? They denied responsibility until, after nine months of employees showing 'complete indifference', Carroll released a song about it on YouTube which got millions of views. Only then did United Airlines apologise.


Subjects: Consumers, Brands, Marketing

07 January 2016 16:13

An Advertiser's View on Adblocking
Posted by: Guest blog
Guest blog

This post is by Stephan Loerke, Managing Director of the World Federation of Advertisers

By June 2015, almost 200 million internet users were estimated to be actively using ad blocking technology.

A week following the launch of iOS 9 in September 2015, ad blockers occupied first and third place in the most downloaded, paid-for apps across the entire app market.

These are very concerning developments for all responsible brand marketers.

The explosive adoption of ad-blocking solutions which we are experiencing today around the globe will disrupt the way international marketers communicate with the people of tomorrow.

So far, much of industry’s response has been directed at ad blockers themselves. Some have tried to use technology to circumvent ad blockers, raising the prospect of a highly damaging technology war. Some have launched legal proceedings, while a number of publishers have attempted to educate users on the consequences of ad blocking on the creation of editorial content.


Subjects: Advertising, Media, Consumers

15 December 2015 10:17

Privacy and the importance of "informed choice"
Posted by: Lena Roland, Knowledge Officer, Warc
Lena Roland

Who owns your data? Who has access to it? How is it being used? Can it, will it, ever be used against you? How is data being managed? And can data ever discriminate? These were some of the important questions raised at a recent debate hosted in London by The Foundation, an independent growth and innovation consultancy.

Information is multiplying and in many ways is making life simpler and more convenient, but, according to Charlie Dawson, founding partner at The Foundation, people are becoming more and more aware that their entire lives can be "captured, examined and publicised" and so "consequences are starting to emerge", he warned.


Subjects: Consumers, Marketing, Data

13 November 2015 11:30

Ad planning: Going beyond demographics
Posted by: Guest blog
Guest blog

Ian Reynolds, managing director at KBH On-Train Media, explains why an emphasis on advertiser segmentation by behaviour has never been more important.

Socio-demographic groupings have always been the bread and butter of marketing – right at the start of our careers we all learned that this is the basics of targeting consumers. It has been commonplace to make assumptions about people’s propensity to be interested in products based on their age, gender, income or social class.

But have we reached a point where those classifications alone have ceased to be useful? The huge change in the attitudes and behaviour of older people is the biggest prompt for this re-think. With an ever-increasing number of retirees using their new free time to cycle around Europe blogging from a tablet as opposed to stereotypically wiling away their days watching TV, classifying this age group by the date they were born has become meaningless.


Subjects: Advertising, Consumers

28 October 2015 10:33

Key ingredients for marketing to 'Foodies'
Posted by: Lena Roland, Knowledge Officer, Warc
Lena Roland

Alexandra Curley, Insights Director at Spinnaker, a digital marketing agency based in London, shared findings from its new report, Defining Foodies, at a breakfast event held in central London last week. This explores the growth of the Foodie phenomenon and seeks to understand the attitudes and behaviours of Foodies, people it defines as having "a particular interest in food".

Although the term 'Foodie' has been around since 1980, in recent years there has been a notable increase in all things food which has fuelled an interest in such things as home-baking, food provenance, authentic ingredients and pop-up restaurants.


Subjects: Marketing, Consumers

27 October 2015 16:34


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