We like to see our Warc 100 rankings – our list of the 100 smartest campaigns of the past year, measured by their performance in effectiveness and strategy awards – as a way for marketing companies to benchmark their performance against their peers. But we also want the individual campaign case studies to provide some inspiration for making better work. And one of the most striking campaign stories on the list this year is 'Legendary Journey', by Wieden + Kennedy Amsterdam for Heineken.
This work had huge scale: it was Heineken's first consistent global campaign across its 170 national markets. And, through a skillful combination of print and digital ads, it aimed to justify the beer brand's price premium to its target audience of younger men. When I spoke to him last month, Martin Weigel, Wieden's head of planning, gave the inside story of how this winning strategy was developed.
This post is by Andy Mitchell, European MD at BrightRoll.
The digital video ad industry is awash with debate around viewability and measurement.
Traditionally, digital video advertising has been transacted based on models such as cost per engagement (CPE), cost per view (CPV) or cost per thousand (CPM). Understandably, most advertisers assume the ads they run are viewable by the audiences they are paying to reach. However, there is substantial evidence that this is not always the case.
In news that will come as no surprise to anyone who has attended an ad industry event in the last 20 years, one of the most-discussed topics at the 2014 Cannes Lions International Festival of Creativity is how agencies and clients should best respond to consumers' changing digital behaviours. A fresh take on the topic came in an event organised by our very own Admap magazine in Cannes yesterday afternoon – which showcased and discussed brand-new digital advertising research from Google, the tech giant, ad agency network Ogilvy & Mather and market research firm TNS.
The standout finding – that consumers are 1.5 times more likely to choose brands that engage them on their passions and interests than items that simply urge them to buy the product being advertised – makes sense. But the wide-ranging discussion of the issues raised held at Google Beach, just off the Croisette, teased out many more pertinent issues that serve as a salutary warning to brands that hope to thrive in the digital age.
The latest content on Warc includes a comprehensive guide to programmatic, winning essays from the Admap Prize on building brands in the digital age, cases from the 2014 US Effies and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
This blog by Emma Lane, Senior Research Executive at MEC, explores consumers' attitudes to targeted communications, data and privacy following MEC UK's Project Slipstream venture.
Consumer targeting and personalisation is becoming the norm in advertising. This is when brand communication is tailored to a consumer based on data collected about them (such as demographics or behaviour), making them highly relevant and more likely to be effective. This has been happening for a long time in online display, through practices such as behavioural tracking, where information collected from an individual's web browser behaviour is used to determine the ads served to them – and the practice is increasingly being used in ever more ways. Lloyds Bank targets offers to customers based on transaction history insights, while Tesco has installed face-scanning technology in its petrol stations to target queueing customers based on their age and gender.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the vogue for real-time evaluation.
As we write, it's IPA Effectiveness Awards season once again. For the past few months, agencies around the world have been burning the midnight oil writing papers proving the effectiveness of their campaigns in exquisite detail. And now the judges will have their summers ruined by having to wade through 50 or 60 of these 4,000-word tomes.
We have always taken the awards very seriously here at adam&eveDDB, but not everyone is so convinced. "The IPA Awards?" said a planner from a rival agency, recently. "Aren't they a bit out of date? Real-time evaluation is where it's at now."
There are myriad ways of building brands today. Fortunately, for those of us who work in what we still call the 'advertising industry' there remains a multitude of brands who communicate with their audience largely through advertising. From FMCG to Ferraris, to fashion, great creative ads still influence choice and shift product.
Yet the digital era has opened up lots of new ways of building brands. Reference to Millward Brown's recently released BrandZ list of 2014's Top 100 Most Valuable Global Brands shows Google in first place and Amazon in tenth, with a combined brand value of $223bn, built almost entirely sans advertising. If you have a desirable product offer and good customer service, word of mouth and social media can spread your message widely and efficiently without recourse to the talents of an ad agency. A noteworthy aside on BrandZ is that the top four places are occupied by technology companies, emphasising how the digital era has revolutionised the world of brands.
This blog post is by Ben Silcox, Head of Data & Digital at Havas EHS.
How does the agency stay relevant? A question being asked everywhere; how to stay relevant today in an environment where our clients' businesses and their marketing needs are changing at pace.
Over the last 18 months we have seen our business change dramatically in direct response to our clients' needs, and thus the strategic direction we are leading them. Clients increasingly need to find new opportunities to communicate with consumers, but in an environment where expectations and behaviour have changed. This is applicable in both emerging and developed markets, as both traditional channels and 'media dark' geographies demand a different approach. Take Unilever, which has recently made a number of investments in startups; from mobile shopper marketing to a content publishing platform.
MEC's head of digital strategy Matt Bell summarises his five key take-outs from AdWeek Europe that will affect agencies from some of the digital-focused sessions at the event.
"Big Data is like teenage sex" – everyone is talking about it, everyone says they are doing it all the time. But no-one is actually doing it because they don't know how. The winners in data will be those that use the data through predictive science, David Rothschild, Microsoft's research economist explained, while predictive science is being used to some extent in advertising, we've "stopped at phase one". Even though it is in its infancy, predictive science will only become an increasingly broader, valuable planning tool.
This blog post is by Faris Yakob, co-founder of Genius Steals, a strategy, innovation and ideas practice, and the co-author of the book Digital State. Here he shares his thoughts on The Warc Prize for Social Strategy in an extract from his article Integrative Ideas and Social Brands: Insights from the Warc Prize for Social Strategy.
What stood out to me, across the winning entries to The Warc Prize for Social Strategy, was that 'social' was an understanding on how the world is now. Social is the backbone to truly integrative ideas, where each component has a role and feeds the others, which in concert drive business results.