The Warc Blog

The Warc Blog

The Next Rembrandt
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn. And the work picked up two Grands Prix at the Palais des Festivals last month.

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Subjects: Data, Marketing, Awards

21 July 2016 17:17

Brutal Forces
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

In 2014, my friends at Admap asked me to write a piece about the impact of Big Data on creativity, to promote their annual essay contest on the same. I looked at Big Data and couldn't find anything that anyone had done with it except retarget banners more invasively, in a way that I felt would drive greater rejection of digital advertising (which it did, as evinced by the meteoric rise of ad blocking over the past two years).

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Subjects: Advertising, Data

04 July 2016 15:14

Chatting in China
 
Posted by: MEC
 
MEC

WeChat has become the Swiss Army knife of the socio-digital world in China, says James Hayle, MEC Social Insight Executive

The Great Firewall of China, the Chinese government's censorship project, blocks many popular western sites and services such as Facebook, Google, Twitter and Instagram. In effect, this closes off and isolates an enormous part of the Chinese market from the socio-digital western world. This has enabled a number of hugely popular home-grown state-driven services to emerge, the most prominent of which is WeChat.

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Subjects: Media, Data, Advertising

20 June 2016 17:26

How do you deliver 'strategy beyond campaigns'?
 
Posted by: David Tiltman, Head of Content, Warc
 
David Tiltman

Judging by the Account Planning Group's recent conference, there is a fair degree of angst about what the future holds for the marketing strategist.

The APG conference had the title 'Strategy vs Robots', implying a future where strategists or planners are usurped by machines.

At the conference, delegates were relatively upbeat about how machines might augment, rather than replace, their jobs. A talk by Rushi Bhavsar, a young data scientist from Grey London, gave an insight into the kind of skills planners might need in future.

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Subjects: Marketing, Media, Data

08 June 2016 12:37

AI and WeChat
 
Posted by: Edward Bell, CEO, FCB Greater China
 
Edward Bell

Stephen Hawking, among others, has said that artificial intelligence (AI) is the beginning of the end. The end for us, anyway. I must say that I am inclined to agree. Recently, a futurist was telling me that D-Wave, the quantum computing system from Google and NASA, is one million times faster than the fastest computer today. And that IBM's cognitive learning labs are self-learning without any human direction needed. They will be the future of trading and a great many other things.

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Subjects: Digital, Data, Media

01 June 2016 15:37

What header bidding means for marketers
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Andrew Buckman, Managing Director UK, OpenX

With 53% of premium publishers already using the technology, header bidding has become one of the most talked about topics in the programmatic advertising world, but what does it mean for marketers?

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Subjects: Media, Data, Advertising

06 May 2016 11:56

National newsbrand ad revenue: context is key
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

Advertising revenues for the UK’s national newsbrands fell 11% to £1.2bn in 2015, £150m lower than a year earlier owing entirely to losses in print business, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

A 2.5% rise in digital adspend (to £220m) could not offset the fall for print (down 13.4% to £1bn) last year, the report finds. However, we expect the overall rate of decline to slow to -5.9% in 2016 and -3.4% in 2017, stymied by an average growth rate of 7.7% in digital adspend and softer falls for print over the forecast period.

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Subjects: Data, Media

29 April 2016 11:55

2015: A stellar year for UK media owners
 
Posted by: James McDonald, Research Analyst, Warc
 
James McDonald

UK advertising expenditure grew at its strongest rate since 2010 last year, with total adspend of £20.1bn marking a 7.5% rise from 2014, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

When comparing this to Warc's international database, we see that of the top ten advertising markets by dollar value, the UK's growth was the second-fastest last year, behind only China.

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Subjects: Data, Media

28 April 2016 10:17

MRS Impact 2016: The future of market insight in 5 themes
 
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
 
Peter Mouncey

Who will succeed in the new age of data discovery? We asked a panel of four international experts across academia and business to share their views on where the world of insight is going, and how it is adapting to a data-rich, connected, and social world. Speaking at the 2016 MRS Impact conference held in London this March, the panel drew a large crowd for a lively debate.

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Subjects: Data, Consumers

21 April 2016 11:53

Native advertising seen positively, but challenges remain
 
Posted by: Anna Hamill, Asia Editor, Warc
 
Anna Hamill

Marketers across Asia-Pacific have a positive view of native advertising, with 67% enthusiastic about the opportunities it offers. Investment into native advertising is also set to rise significantly in the next five years as the medium matures.

A Warc & King Content survey of more than 300 advertising and marketing professionals across 16 Asia-Pacific countries revealed insights into how native advertising is being used, the biggest challenges marketers face, and thoughts on the future of the medium. Respondents included brand owners, creative and media agencies, media owners and content experts among others. 

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Subjects: Advertising, Digital, Data

15 April 2016 12:15

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