The Warc Blog

The Warc Blog

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

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

edcom Thesis Competition: a unique chance for communications students
 
Posted by: Guest blog
 
Guest blog

This post is by Claudia Ortiz Reyero, European Education and Training Manager at EACA.

In today's world, where youngsters are highly qualified but struggle to find a job due to the financial crisis, it becomes imperative to receive the most hands-on education one can get. This was the vision of the European Association of Communications Agencies (EACA) when they founded the European Institute for Commercial Communications Education (edcom) in order to breach the gap between the academic and the professional worlds. edcom, therefore, strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners.

New Student Competition

Always trying to provide our students with international exposure and "real work experience" edcom launched a new student competition last October called the Thesis Competition. The purpose of the competition is to reward the best Bachelor and Master theses dealing with commercial communications among edcom member schools.

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Subjects: Marketing, Awards

11 September 2014 15:47

Apple and the case of the missing 'i'
 
Posted by: Antony Robinson, Director, Global Client Development, Warc
 
Antony Robinson

I'm a geek and I'm an Apple fanboi. So on Tuesday at 6pm UK time, I was busy refreshing my iPad Mini Safari browser to try and live stream (or at least read a live blog) of Apple's latest announcement from Cupertino.

For the best part of two hours my kids got little out of me as Tim Cook and his staff showed off the new iPhone 6/6 Plus (note to self must buy trousers with larger pockets next season), their new mobile payment system and the much anticipated new smart watch.

The tech is amazing, the software crazy, the way it was presented awesome as always. But to me what was more apparent was a slight change in brand position for the new products (this isn't just about me re-selling Apples products, I have a relevant point…).

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Subjects: Marketing, Digital

11 September 2014 10:01

Brand Building in the Information Age
 
Posted by: Waqar Riaz, Cheil Worldwide
 
Waqar Riaz

Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).

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Subjects: Marketing, Brands, Consumers

09 September 2014 17:23

Mind Over Matter: Why Brands Transcend Products
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc. - seemed so sophisticated compared with its slightly prosaic subject matter: soap, toothpaste, biscuits and the like. Yet now the reverse seems true: brands are so central to our culture and so deeply rooted in our psyche that it is the traditional tools of measurement which seem unequal to the task. Why?

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Subjects: Marketing, Brands, Consumers

02 September 2014 13:04

"Researchers should act like tour guides, helping clients navigate data"
 
Posted by: Market Research Society
 
Market Research Society

This post by Bronwen Morgan originally appeared on Research Live.

Exposing clients to the 'noise' of vast amounts of social media data can increase the demand for research expertise, says Jess Owens of FACE.

Speaking at the Market Research Society (MRS) Connected World conference as part of a panel discussing how to cut through the noise of social media data, Owens described how finding value in this data relies on narrowing down broad topics to smaller questions, and analysing these qualitatively. It is also vital, Owens says, to look to prove negative hypotheses, as well as seek proof as to whether learnings can be applied to other brands, in order to achieve intellectual rigour.

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Subjects: Marketing

27 August 2014 17:21

Senses and the internet: Do you smell something?
 
Posted by: Market Research Society
 
Market Research Society

This post by Bronwen Morgan originally appeared on Research Live.

The internet is currently based around audio and visual interactions, but may soon extend to all five senses, says Professor Adrian David Cheok in his session at the MRS Connected World conference.

Professor Cheok, who specialises in pervasive computing at City University and is the founder and director of the Mixed Reality Lab in Singapore, described in his session on connecting through sensation how non-verbal communication makes up more than half of all communication. This, Cheok says, illustrates the importance of the idea that we are due to move to the next stage of the internet: "from information communication to experience communication."

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Subjects: Digital, Marketing

22 August 2014 15:09

Eight ways to use events to boost your brand
 
Posted by: Emily Barley, Editorial Assistant, Warc
 
Emily Barley

Events have long been used by brands to build awareness, attract new customers and display their values. These eight brands give a range of examples of how existing events can be used and new ones created to connect with audiences.

If you'd like to read more about using events in marketing check out the experiential topic page, or see the Warc Index on event marketing and event sponsorship.

Stunts

Showing just what you can do
Toyota: Tundra Endeavour

Toyota had a strong reputation for building quality cars, but faced scepticism about the quality and durability of its trucks amongst its key target market: people who relied on their trucks for work. So it found a way to show the Tundra's real power: towing the Space Shuttle Endeavour to its new home.

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Subjects: Marketing, Advertising

21 August 2014 11:55

Content marketing spend supports growth of UK magazines
 
Posted by: Guest blog
 
Guest blog

This post is by Clare Hill from the Content Marketing Association.

The most recent ABC results are another testament to the crucial role of magazines as a medium within the content marketing discipline. As content marketing budgets increase and the importance of the value exchange between brands and consumers grows, it's an opportunity to celebrate the success of print titles in engaging millions of readers on behalf of brands.

The top three in the UK's top 100 magazines are titles from content marketing budgets – ASDA, Tesco & Morrison's – and they reach a whopping 5.2million people each month. Five out of the top 10 titles, equating to 61% of sales, are from the same budget line, while eight out of the top 15 titles also sit in the branded content category – that's a circulation figure of eight million.

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Subjects: Marketing, Media

18 August 2014 13:53

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