The Warc Blog

The Warc Blog

Pushing the Good in Goodvertising
 
Posted by: Guest blog
 
Guest blog

An invitation to build lasting brand initiatives called Social Enterprises

This blog is by Ethel Sanchez, Regional Planning Manager at Lowe and Partners Worldwide.

At this point, so much solid proof has been put out there of the tangible and intangible gains brands get to reap for doing good (or as the industry fondly calls it, for effecting positive change in people's lives). I've been closely observing the recent inundation of goodvertising work globally, in awe of the way the world's most creative minds are building brands through ideas that genuinely make the world a better place. I am dreaming of this phenomenon evolving further into development of initiatives with the same power and longevity as the brands they support; initiatives with sustainable impact, not just bursts of brand buzz; initiatives that are self-liquidating, independent of corporate budget allocations generated inevitably through higher pricing.

I think it's just a step away.

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Subjects: Brands, Marketing

01 October 2014 09:35

How to optimise your content strategy with regular data inputs
 
Posted by: Brand Learning
 
Brand Learning

Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.

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Subjects: Marketing, Data, Consumers

30 September 2014 09:17

Do you have the capabilities to make customer engagement mutually beneficial?
 
Posted by: Brand Learning
 
Brand Learning

In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role (whether the end-user, shopper, expert, distributor etc: i.e. whomever is the target of the communications)
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.

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Subjects: Marketing, Consumers, Data

26 September 2014 11:53

Flatter your way to success
 
Posted by: James Hurman, Founder, Previously Unavailable
 
James Hurman

For the past 50 years, most agencies have been obsessed with the question 'How do we become more creative?' As an industry, we've got no shortage of great ideas. The problem is getting them out into the world without their dying or being compromised. It's frustrating how common a problem that is. So often we begin with world-changing thinking and end up making something we'd rather forget.

A few years ago, I worked at an agency here in New Zealand called ColensoBBDO. Between 2009 and 201 1, we won 21 Cannes Lions and 39 Effies – with a staff count of about 75 people. I had the good fortune of being part of an amazingly reliable creative machine that continually churned out brilliant creative product. Of course, we had amazing creative people, but it isn't just about great creative people. At Colenso, there was something else as well. And I think this was the reason why we managed to so consistently make great work happen.

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Subjects: Marketing

26 September 2014 11:32

Always-on marketing (AOM): what it means
 
Posted by: Guest blog
 
Guest blog

This post is by Ben Silcox, Head of Data and Technology at Havas EHS.

205 million results returned in 0.31 seconds. Always-on marketing is clearly a popular topic. Once you get beyond the slide-ware of conferences and presentations; the two questions that really seem to matter are: Where to start and what to do first.

To start – define what 'always-on' might be when viewed from a consumer experience:

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Subjects: Marketing

24 September 2014 16:10

Five reasons licensing is key to the retail industry
 
Posted by: Guest blog
 
Guest blog

This post is by Darren Brechin, Event Director at Brand Licensing Europe.

The licensing industry is a part of our everyday lives, and it is only getting larger. For retailers, in particular, it presents a variety of key and unique opportunities, but what exactly do these consist of and why are they so crucial?

1. It's a multibillion-dollar retail market globally

The licensing industry is huge and it is continuing to grow. Sales of licensed products generated an estimated $115.75 billion in the US and Canada alone last year, according to the Licensing Industry Merchandisers' Association – that's the third consecutive year that this figure has grown. The seminars held at Brand Licensing Europe give some essential insight into this growth, including trends and upcoming industry opportunities.

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Subjects: Brands, Marketing

22 September 2014 14:32

Treating music as an afterthought
 
Posted by: Mythbuster, Les Binet and Sarah Carter, DDB
 
Mythbuster

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like treating music as an afterthought

Recently, we were working on a pitch. A number of teams had come up with ideas which we were honing over the weeks prior to pitch date. One team's idea was a big emotional story about a family set in a South American city. There was no dialogue. At the top of the script were the words 'music: suitably epic'. This creative idea was debated and evolved by the account team, alongside other ideas over a number of days. It wasn't until a week before the pitch, however, that we realised that 'music: suitably epic' was still on the scripts and hadn't been discussed at all. All the chat had been about the action.

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Subjects: Advertising, Marketing

16 September 2014 12:58

The 3Ps of great connected marketing
 
Posted by: Guest blog
 
Guest blog

This post is by Simon Kemp, Regional Managing Partner for We Are Social in Asia, and is part of the WFA's Project Reconnect.

As part of our work with the World Federation of Advertisers, we've been exploring the factors that define best practice marketing in today's connected age.

In July, we shared the marketing activities that the world's top marketers believe are setting today's gold standard, and what those particular brands do to succeed and stand out.

Today, we're digging deeper into the factors that determine overall brand success.

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Subjects: Brands, Marketing

15 September 2014 11:04

Five ways advertisers can achieve great engagement at events
 
Posted by: Guest blog
 
Guest blog

This post is by Krissie Ford from Bauer Media.

Today, all eyes in the fashion world turn to London, as the second of the bi-annual London Fashion Weeks begins. But while the great and the good of the fashion industry enjoy the free-flowing champagne, how can media owners help advertisers ensure these significant calendar events are taken advantage of commercially? Here are five examples, which I believe are trends of note this year.

1) Innovative use of social media

The rules of social media continue to evolve, but doing something innovative to lead the change is a great way to own an event. Digital lifestyle brand The Debrief (www.thedebrief.co.uk) has announced a digital media and fashion brand partnership on Snapchat, with English fashion designer Henry Holland. This is hugely exciting – we know The Debrief's audience is passionate about fashion, as well as new digital developments, so it's the perfect way for Henry Holland to reach their target consumers.

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Subjects: Marketing

12 September 2014 16:18

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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