The Warc Blog

The Warc Blog

From agency model to SWAT team: The future of marketing communications
 
Posted by: Guest blog
 
Guest blog

This post if by Guy Norwell, Business Development Director, UK & EMEA at RedWorks.

Over the past few years, as more and more brands look to achieve one-to-one marketing, personalised content has become the buzzword that everyone wants to own and the area every agency wants to be seen as expert in.

In the rush to deliver this personalised content and be seen as the people to turn to, agencies have gone to battle, vying for the lead position in this evolving discipline. At the forefront of this battle, hoping to position themselves as the organisation of choice, have been the advertising agencies – focusing on their ability to create and tell stories. However, in the era of personalised content, advertising agencies are arguably the least fit to take this crown.

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Subjects: Marketing, Digital

23 October 2014 17:06

Sharpening your instincts for the Digital Age
 
Posted by: Brand Learning
 
Brand Learning

Our instincts are key to survival but as we explore in this blog post, we don’t believe they are enough for us to thrive in such rapidly and dramatically changing digital times.

Last month we delivered a lecture for the London Marketing Academy entitled “From Surviving to Thriving, Sharpening your Instincts for the Digital Age,” in which we covered 4 instincts we need to sharpen for success in the digital age...

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Subjects: Digital, Marketing, Brands

16 October 2014 15:51

Driving programmatic in Latin America
 
Posted by: Guest blog
 
Guest blog

This post is by José Luis Valdivielso, COO Affiperf Espana Latam. He spoke at the LATAM Festival of Media in Miami and regularly visits Latin America to promote the benefits of programmatic.

Until brands start demanding more automated inventory and agencies develop the necessary skill-sets, Latin America will always lag behind its European counterparts.

Last year, €878.4 million was spent on digital advertising in Spain. That's a 21% share of the overall advertising spend, second only to TV. This year, it's expected to rise again and could reach €1 billion by the end of 2014.

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Subjects: Digital

15 October 2014 12:31

How marketing can pre-empt digital disruption
 
Posted by: Brand Learning
 
Brand Learning
We all know that the impact of digital technologies has changed businesses profoundly. It has created an exciting time for leaders who can create new operating models, strategies and approaches. It is of course, also a challenging time. Change brings uncertainty, resistance and failures as well as successes. We need to keep pace with our customers – but they are transforming their behaviours more quickly than most businesses are able to mirror.

In this blog series, we will take a closer look at the implications of this both on a personal and organisational level. No organisation has ever adapted without inspiring its people to change. And no individuals have effectively transformed an organisation without looking more broadly than the behaviours of a few lone people. Bringing together the individual and organisational is something we believe in passionately, and have written about before.
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Subjects: Digital, Marketing, Brands

13 October 2014 09:45

How programmatic fits into the digital advertising picture
 
Posted by: Guest blog
 
Guest blog

This post is by Grant Allaway, Group Managing Director at ad2one.

Programmatic – it's the buzzword of the moment, but there's a reason for that. All sorts of brands have publicly declared their commitment to programmatic recently, from eBay to Coca-Cola to Kellogg's. It seems that brands who weren't keen to use programmatic are now on board – we know this through the recent launch of our premium marketplace, where brands can operate as publishers in their own right. But why is this and how can publishers ensure they get the most out of programmatic?

Firstly, addressing the issue of why publishers are suddenly joining the programmatic party, recently questions around brand safety and best practice have been answered in more detail, meaning that issues around inventory quality and transparency are no longer as much of a concern.

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Subjects: Digital, Advertising

10 October 2014 15:27

Putting user generated content into brand marketing
 
Posted by: Guest blog
 
Guest blog

This post is by Stéphanie Bouvard, Director Asia-Pacific at the WFA.

We know that consumers will respond to brand messaging but what role should user generated content (UGC) play in brand marketing?

The WFA headed to the Spikes Festival of Creativity in Singapore in September. For the first time we didn't just listen to the best regional and global thinking but also actively participated.

The WFA-moderated panel addressed the key issue of how marketing professionals should approach user-generated content and whether they should embrace or ignore the trend.

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Subjects: Digital, Marketing

09 October 2014 10:13

Why we need to rethink the Digital 101
 
Posted by: Guest blog
 
Guest blog

Liam Brennan, is Digital Strategy Director at Starcom MediaVest. Find him on Twitter: @LCBrennan.

If you've been working in digital media for at least a few years, you will have presented your fair share of Digital 101 presentations. They're a great primer for clients who are in a new role or just need a refresh on some key digital topics.

However, I am beginning to feel that the focus on creating the 'perfect' Digital 101 may be harming client development. Digital education should no longer be a one-off, one size fits all deck, but should instead be tailored and ongoing.

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Subjects: Digital

29 September 2014 09:30

Help your customers 'getaway' this winter
 
Posted by: Guest blog
 
Guest blog

This post by Chris Dobson, Executive Chairman at The Exchange Lab, explores how to effectively engage holiday travellers online.

If you've been through an airport in the last week of December you will recognise this scenario; children running around, Christmas presents poking out of bags and the airport falling into complete disarray because a few snowflakes hit the ground. The festive season is hectic and brands looking to engage consumers during this peak season have their work cut out for them. With 40% of customers booking their trip online in the last 12 months, the web is the perfect place for the travel and tourism market to connect with the holiday consumer.

Every vacation begins with a little daydreaming, and for nearly 70% of consumers, it happens online. At this stage, the goal is to find and then inspire these consumers when they search for a "sandy beach vacation" or a "ski getaway". Building a compelling creative strategy that delivers high levels of user engagement is essential. Cross-platform rich media executions, native advertising placements or dynamic creative optimisation, can be very effective tools for driving awareness and engagement.

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Subjects: Digital

25 September 2014 15:17

Connecting the connected in the 'internet of things'
 
Posted by: Guest blog
 
Guest blog

This post is by Jack Morgan, summer intern at Warc.

With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.

Better use of data

According to Liri Andersson, founder of this fluid world, we are currently using only 0.5% of the available data to understand human interaction with devices. With the rise in connected devices, the issue of quality information will be challenging.

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Subjects: Digital, Brands

18 September 2014 11:36

A penny for your habits
 
Posted by: Guest blog
 
Guest blog

Ensuring marketers' future access to data means being aware of the value consumers place on information about them, Chris Payne of the World Federation of Advertisers explains.

The future direction of travel for the advertising industry is firmly tied to brands' ability to collect and use data to deliver relevant and responsible advertising.

Data is a critical component in brands' ability to deliver attractive content to the right consumer at the right time and in the right location.

However, consumers globally are becoming increasingly sensitive to the issue of data sharing. According to a recent European study commissioned by Orange, 78% of consumers believe that it is hard to trust companies when it comes to the way they use consumer personal data.

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Subjects: Digital, Data, Marketing

08 September 2014 17:07

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