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

Blood, sweat and brands
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Maria Vardy, Brand Comms MD at Jaywing

The brand marketing landscape is in a constant state of evolution. It's not easy for the modern marketer to appear swan-like - calm on the surface, legs frantically paddling underneath. Keeping up with the latest technology, trends and audience demands can seem impossible. However, there are brands doing exactly this and they demonstrate true grit and determination, traits that other brands can learn from.

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Subjects: Brands, Marketing

19 July 2016 15:45

Looking back at Ernest Dichter
 
Posted by: Malcolm White, Co-founder, Krow Communications
 
Malcolm White

If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud. You'd be almost right, but not quite. Actually, I'm referring to the man who was sometimes known as the 'Sigmund Freud of the supermarket age' - a certain Ernest Dichter.

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Subjects: Advertising, Marketing

07 July 2016 15:36

Distinctiveness - a sinister advantage for brands
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

After England's early exit from the Euros, patriotic sports fans have turned their attention to Wimbledon. Britain still have strong representation in the form of the Murray brothers. While Andy gets most of the attention, it's actually Jamie who has the higher ranking: currently doubles world number 1. Perhaps part of his strength is due to a natural advantage. He's left-handed.

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Subjects: Marketing, Brands

05 July 2016 15:03

How will the virtual reality opportunity develop for brands?
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Ken Parnham, General Manager Europe at Near

Advances in virtual reality have developed rapidly in recent years and technology that was once considered futuristic has finally hit the mainstream. Devices such as Oculus Rift, Samsung’s Gear VR and HTC Vive, and Sony’s soon-to-launch PlayStation VR are making captivating virtual experiences accessible to the masses.

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Subjects: Media, Marketing

30 June 2016 14:25

Solving old problems in new ways: Debbie Weinstein on the role of tech in comms planning
 
Posted by: Debbie Weinstein, Managing Director, Brand Solutions & Innovations, EMEA, Google
 
Debbie Weinstein

Debbie Weinstein is Director, Brand Solutions & Innovations (EMEA) at Google. This year, she will appear at Warc's Future of Strategy event at Cannes 2016

Warc's case study editor, Lucy Aitken, interviewed her earlier this month.

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Subjects: Digital, Marketing, Warc conferences

16 June 2016 17:32

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

Slower growth... and six ways to defy its gravitational pull
 
Posted by: Guest blog
 
Guest blog

The market-led strategies of the past based on growing consumer segments with increasing spending power won't cut it in a slower-growth global economy. In this guest blog, J. Walker Smith, Executive Chairman at The Futures Company, examines the economic backdrop and the way forward for businesses and brands.

Increasingly, it looks like there's a new normal for the global economy and it worries the current crop of business leaders, who are accustomed to operating in a higher growth economy with stronger consumer spending.

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Subjects: Marketing, Consumers

07 June 2016 16:23

Point of view: Questions are the answer
 
Posted by: Guest blog
 
Guest blog

This guest blog is by Daniel Carlson, writing in the May issue of Admap. Subscribers can read the issue here.

Agencies don't win business when you think they do. We might burn candles at both ends preparing for pitches, but the pitch just clinches the deal. When we connect with prospects at a Q&A session – inspiring them to reflect on challenges in a new light – we invariably win the business later.

Initially, I'll admit, this seemed like a fluke. After all, the Q&A session? No part of a request for proposal is given shorter shrift. But I kept an eye on it. Turns out, this was a pattern I couldn't ignore. The opportunity for introspection – even for businesses – is a luxury. And brands value and need it.

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Subjects: Advertising, Marketing

26 May 2016 12:17

Talent just wants to have fun
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

A few weeks ago, the leader of the Watford Advertising Course, Tony Cullingham, gave a stirring commencement speech to his graduating students. These speeches have become something of a thing – inspiration that culture latches onto for direction. Cullingham certainly didn't hold back addressing these graduates: "Advertising is rubbish. It's broken. Busted. Kaput. There are no standout agencies. No standout campaigns. No hot shops. No creative boutiques. There's no creative jealousy. The words 'I wish I'd done that' are words rarely uttered by writers and art directors these days."

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Subjects: Advertising, Marketing

24 May 2016 15:06

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