This post is by Ethel V. Sanchez, Regional Planning Manager at Lowe and Partners Worldwide.
Small (often taken for granted) tricks to help build a fertile creative environment.
To keep our creative buddies' brains blazing, we all know the deal.
In our recent blog we looked at three critical capabilities businesses need to develop successful strategies and plans in today's dynamic environment:
The concept of adaptability and its impact on Marketing strategy and plans prompted some great conversations, so here we expand further on what it means.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that marketing always needs to make sense
Many years ago, we worked on a tea brand. It had strong sales and had led the market for many years. It benefited from a very popular long-running ad campaign and was bolstered by very stable numbers of buyers, whose habits seemed ingrained. It was hard to see this situation changing much. They rarely do.
Another month, another set of learnings. We recently published over 40 APG Creative Strategy case studies on warc.com. The APG is the foremost and longest-established organisation representing the interests of account planners and other communications strategists. These awards celebrate the 'lightbulb' moment. I found it extremely difficult to showcase just a few, but here's a brief synopsis of the brands that I think deserve a special mention. Warc subscribers can browse all 41 winners of the 2013 APG Creative Strategy Awards in association with Google.
This post is by Mike Morgan, Founder and Director of High Profile Enterprises and Content Director for TrinityP3. Mike has been collaborating with TrinityP3 on a Content Marketing, SEO and Social Media strategy since early 2011.
In partnership with King Content and TrinityP3, Warc will be co-hosting a seminar on How to be an Effective Content Marketer in Sydney (Friday, 21 March 2014). Click here to book your ticket. And read on for some key points to consider from one of our event partners for developing a successful content marketing strategy...
Content marketing has become an industry buzzword over the past two years – no doubt about that.
Large numbers of businesses have launched themselves into the new digital arena where "Content is King" and where rewards are great for those that are able to nail the complexity involved with effective strategy.
How relationships turn successful or end up as a failure? What makes them stronger or weaker? What keeps them together or tear them apart?
Recently, I am finding myself very involved in answering the above three questions. I am not expecting to have a detailed understanding in the near future; however, I think that I am beginning to understand the basics…
“It’s advertising, but shouldn’t act like it (even though it should definitely be labelled as such)” – Ryan Skinner, analyst at Forrester
A nascent advertising platform, native advertising is gaining an increasing amount of attention in the marcomms industry. Indeed Warc recently reported that growth in the sector is gathering pace, with Mozilla, the internet browser, joining the likes of other media owners such as Facebook, Hearst Newspapers and Pandora, the music streaming service, in developing native strategies.
So we thought it was time to take a closer look at this growing media platform.
China is the world's largest ecommerce market, having grown at 71% annually since 2009 and set to be worth $541bn by 2015. Of the country's 591 million internet users, 49% made an online purchase in 2013 – ahead of the global average of 40%. Online shoppers tend to be younger and more affluent, and enjoy the convenience of online for price comparison (a big motivator) and accessing product reviews.
In 2013 we asked if agility has killed strategy and planning, sharing our Top 10 Tips to keep Strategy & Planning approaches simple, flexible and focussed on outputs.
Now I'd like to dig a little deeper into some of the critical capabilities businesses need to develop successful strategies and plans in today's dynamic environment.
But first, let's get our language straight. Strategy is making choices about WHERE to play and HOW to win and Planning is making choices about WHAT to do. All businesses should be able to answer 3 simple questions no matter how volatile the market or what size the business:
So what are the critical capabilities that a business needs in order to answer these questions?
The latest content on Warc includes a detailed look at econometricscourtesy of Admap, a range of reports from conferences around the world and global data on social and digital trends. There's also a reminder of our 2014 Toolkit report and a preview of upcoming events.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.