The Warc Blog

The Warc Blog

Game Developers Conference: Opportunities for advertisers
 
Posted by: Mindshare
 
Mindshare

This article about the Game Developers Conference (GDC), written by Patrick Lane and Joe Ginex, is from the Mindshare Original Thinker Series.

Founded in 1987, the GDC now attracts over 19,000 attendees during its annual gathering in San Francisco. Initially focusing on computer games, the conference now covers all platforms, including consoles, handheld devices, mobile, smartphone, and tablet devices, and online and PC games, which certainly reflects on the industry's evolution in the past 25 years. The overall focus of the conference is to deliver a show that highlights the ideals of the gaming industry developers and gamer's desire, rather than the industry's current state.

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Subjects: Digital, Advertising

17 April 2014 15:51

Warc Prize Social: The Grand Prix winner speaks!
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

AMV BBDO was the top-awarded agency at this year's Warc Prize for Social Strategy, taking Golds for #YouDrive, a Twitter-focused integrated campaign for car company Mercedes-Benz, and Mariachi, a tongue-in-cheek campaign for snack brand Dorito that sent a group of Mexican musicians on a "Facebook tour". The latter campaign also took the $5,000 Grand Prix, the giant cheque for which was picked up by Tom White, AMV's board account planner.

Speaking after the awards, White revealed the big strategic insight behind the campaign. In order to redefine Doritos as a brand for everyone, not just its young core customer, the agency based its work around something (almost) everyone loves: cheesy cover versions. And these songs, played by the mariachis in fans' homes and streamed on Facebook, helped drive a 23% increase in sales.

 
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Subjects: Awards, Digital, Advertising

16 April 2014 08:25

Why mobile will fuel the new advertising paradigm
 
Posted by: MEC
 
MEC

Jide Sobo, Head of Mobile at MEC UK, discusses the possibility of increasingly relevant advertising across multiple devices.

Imagine a world where, as advertisers, we are able to gain real insight into a consumer's need state. A world where we know their interests, and their favourite places to shop. Where we understand what influences them to make a purchase and when those influences are aligned and they are most open to suggestion. A world where we not only know all of this, but are able to deliver advertising that is tailored to the individual, and their circumstances. With the right data, the ability to interpret it, and the ability to deliver the right message, we would inhabit a marketing utopia.

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Subjects: Advertising, Digital

15 April 2014 17:08

Warc Prize Social: A view from the client side
 
Posted by: Stephen Whiteside, Reports Editor, Warc
 
Stephen Whiteside

Last week's announcement of the inaugural Warc Prize for Social Strategy highlighted some great examples of social media activity having tangible business effects. And the campaign that impressed our panel of judges most of all was Mariachi, by AMV BBDO for snack brand Doritos, which took the Grand Prix. (Subscribers can view all of the winning case studies here.)

But what made some of the entrants stand out from others? One of the panel of judges that decided this year's awards – Michelle Klein, a VP at Smirnoff, the Diageo-owned vodka brand – pointed to cases that told their story succinctly, made judicious use of data and proved a sustainable long-term impact on the brand being advertised. Speaking to me in New York ahead of the announcement, Klein also offered some pointed advice for next year's entrants, and discussed how she manages an "inherently social" brand.

 
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Subjects: Awards, Digital, Advertising

15 April 2014 15:27

Warc Prize Social: Measurement, platforms and real-time marketing
 
Posted by: Joseph Clift, Digital Product Manager, Warc
 
Joseph Clift

Last Friday was a big day for us at Warc, with the announcement of our inaugural Warc Prize for Social Strategy. In all, five Golds, five Silvers and eight Bronzes were handed out at the awards ceremony in London; the Grand Prix went to AMV BBDO for 'Mariachi', a tongue-in-cheek integrated campaign from Doritos, the PepsiCo-owned snack brand.

We set up the prize in the hope of uncovering social media campaigns that demonstrated solid strategies and – most important of all – impressive business results. Ahead of the announcement, I spoke to Molly Flatt, word of mouth evangelist at digital agency 1000heads and one of this year's judges, to discuss whether or not the entries had met this brief.

 
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Subjects: Advertising, Digital

14 April 2014 16:14

YouTube ad formats: Focus on ROI
 
Posted by: Mindshare
 
Mindshare

This article about YouTube ad formats is from the Mindshare Original Thinker Series.

Google is wisely moving to improve its online video offer in face of increased competition from nearly everyone, particularly Facebook's new online video product. The new targeting capability and focus on ROI will continue to build client confidence in moving more TVC budget to addressable video.

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Subjects: Digital, Advertising

10 April 2014 17:23

Shape the debate - Why and how is programmatic changing advertising? Take part in the new research from Warc and AppNexus
 
Posted by: Catherine Gardner, Relationship Manager, Warc
 
Catherine Gardner

There's no argument that programmatic advertising is a hot topic. At a packed session at Advertising Week Europe, David Tiltman, Head of Content at Warc, and Graham Wylie, Marketing Director EMEA of AppNexus, explained that they are moving the conversation on from "What is programmatic?" to why programmatic is growing so fast and how advertisers can use it most effectively for their business.

The 'why' and 'how' of programmatic is also the topic of a new AppNexus research study, launched at the event. Working with Warc, the study looks at the evolution of digital advertising and programmatic across Europe. Aiming to be one of the largest studies on programmatic yet undertaken, it explores adoption across advertisers, agencies and media. To join this important project and receive a copy of the results, please take a moment to fill in this survey.

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Subjects: Media, Digital

10 April 2014 09:31

Facebook video ads
 
Posted by: Mindshare
 
Mindshare

This article about Facebook premium video ads is from the Mindshare Original Thinker Series.

After nearly a year of anticipation, Facebook is finally launching its long-awaited new video ad format following limited beta testing in Q4 2013. Video ads will start appearing in the Facebook newsfeed starting in April, thus bringing closure to a very lengthy and complicated product launch. The ad unit's initial launch date was delayed several times due to the ad unit's apparent superiority to the native content experience. Facebook senior management, including Zuckerberg himself, was apparently reluctant to disappoint users and show any bias to the advertising community.

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Subjects: Digital, Advertising

07 April 2014 10:42

Top content marketing insights from 6 industry leaders
 
Posted by: Guest blog
 
Guest blog

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.

TrinityP3, in conjunction with Warc and King Content ran a half day seminar on "How to be an effective content marketer". It was a thought-provoking afternoon attended by over 230 marketers. The proceeds ($6,000) were donated to the Charlie Teo Brain Cancer Research Trust.

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Subjects: Digital, Marketing, Media

26 March 2014 11:47

Challenger brands, activism, occasion marketing (and cute dogs): observations from Warc Prize for Social Strategy
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The Warc Prize for Social Strategy is a search for social ideas (any strategy designed to generate 'earned media') that drive business results. Having just published the 37-strong shortlist, below I've identified some interesting themes explored by these leading entrants. The actual winners will be announced on 11th April in London. Warc subscribers can access the full Social Strategy shortlisted case studies.

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Subjects: Awards, Marketing, Digital

18 March 2014 16:34

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