The Warc Blog

The Warc Blog

Tapping into the power of positivity
 
Posted by: Guest blog
 
Guest blog

This post is by Nick Bedford, Head of Sales and General Manager at Looking Glass Experiential.

It is a fact widely acknowledged that marketing will be more effective when the audiences are in a positive frame of mind. Many studies have been conducted to investigate in-store purchase triggers, including how far music influences mood and propensity to buy. A US study in 2011 even found that the very act of shopping can actively elevate the mood and make people feel better. Many creative campaigns, such as the McVitie's campaign featuring small fluffy animals emerging from biscuit packets, are geared towards generating this positivity in people.

Less well investigated is the amplification effect of communicating with people at times when they are already likely to be in a relaxed and positive mindset. For example, when visiting shopping centres, shoppers are already primed to receive messages on what to buy. This even applies when consumers are at the airport, before leaving for a holiday, ready to experience new things, but also relaxing and winding down. In malls, our research has found that 51 per cent of shoppers will make a spontaneous purchase on a visit, with average spend per visit in the UK's flagship shopping malls at close to £100. This presents an opportunity few brands could pass up.

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Subjects: Marketing

03 March 2015 17:30

Five priorities for media directors in 2015
 
Posted by: Guest blog
 
Guest blog

This post is by Matt Green, senior marketing communications manager at the WFA.

The WFA has a wonderful vantage point on what the world's biggest companies are struggling with in media. Our MEDIAFORUM is a think-tank of contemporaries that discuss their struggles and try to leverage their experience to identify possible solutions.

It's a brains trust of people from the companies that help make pretty much every household name in almost every sector that you might care to think of.

One of our most recent meetings was able to access ideas and insights from all over the world with members of our WFA network in New York, joined by video link from London and Singapore to ensure that we had a viewpoint from senior marketers across the globe.

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Subjects: Marketing

03 March 2015 10:40

Meta-communication
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

Human beings rarely say exactly what they mean. One of the unspoken rules of being English, as identified by anthropologist Kate Fox, is the 'rule of not being earnest'. The English are constitutionally uncomfortable with too direct an assertion. This is why we love and use irony.

But even our more direct American cousins never say exactly what they mean. No one does. There are so many social and contextual determinants that impact the words we use. What we say, moreover, is accompanied by all kinds of secondary communication which can change its meaning. Irony is an obvious example where the secondary communication completely subverts the nominal meaning. When meta-communication isn't correctly parsed, you get the confusion that sometimes happens to English people in the US. (Or vice versa.)

These secondary communications are called meta-communication and they are an essential part of human interactions. They may be congruent with, or contradictory of, the content. What does a brand's meta-communication say and how does it impact the messages and content so lovingly crafted by its agencies?

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Subjects: Brands, Marketing

02 March 2015 16:44

A roaming fridge, grassroots activism, launching a brand without TV and telling stories: Highlights from CASSIES 2015
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The CASSIES (Canadian Advertising Success Stories) were published on warc.com last week. These awards recognise and reward the business effectiveness of advertising. There were 53 case studies in total, which Warc subscribers can view here.

But if you’ve only got time to read a few I highly recommend the following. Grassroots activism, user-generated strategies, newspaper partnerships and storytelling are just some of the themes explored.

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Subjects: Marketing, Advertising, Awards

25 February 2015 14:36

The evolution of marketing procurement
 
Posted by: Guest blog
 
Guest blog

This post is by Steve Lightfoot, senior manager – global marketing procurement at the World Federation of Advertisers.

The roots of marketing can be traced back to 1836 when the first paid advertising in a newspaper appeared in France. It goes back even further than that if you consider the brochures and flyers that could be created in the 16th century via Gutenberg's metal "movable type" printing machine.

By comparison, marketing procurement is barely a teenager, and some might argue it still has much to learn. The recency of its origins means the role is still very much in flux.

When you look at WFA membership, around 95% of global marketers have a marketing procurement operation. The average time that this operation has been engaging with marketing spend is between six and eight years (based on a 2013 WFA survey). Only a handful go back more than 12 years.

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Subjects: Marketing

24 February 2015 10:55

Optimising on Occasions
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

A couple of weeks ago I discussed how partnerships can be a powerful strategy in a marketer’s toolkit. This week I’m putting the spotlight on occasion marketing.

Major sporting events such as the FIFA World Cup and the Olympic Games are an obvious opportunity for brands to make the most of special occasions. But today, the ever-increasing number of events, awareness days, niche interest days, religious and music festivals, provide brands with more opportunities to engage with consumers in new and interesting ways. By optimising on occasions smart brands can engage with consumers on a variety of levels - through emotion, humour, passion or patriotism, for example. Here are a selection of occasion marketing campaigns that stood out for me in 2014:

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Subjects: Marketing, Advertising, Brands

23 February 2015 11:28

Lifestyle brands, margarita flavoured popcorn, growing innovation and useful packaging: Highlights from DBA Awards 2015
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The DBA Awards were published on warc.com earlier this month. These awards recognise design projects that are creatively and commercially effective. There are 63 case studies in total, which Warc subscribers can view here. I've dug deep to showcase a handful of campaigns that I think deserve a special mention.

Vivid: Think Vivid!

How did Vivid, a brand of matcha green tea, successfully enter the highly competitive market of grab and go health-focused drinks in the UK? Aimed at young professionals and keen coffee drinkers Vivid was positioned as a lifestyle brand with personality. The design communicated the benefits of matcha - energy, clarity and mental focus. Clever positioning and a clear target audience helped Vivid achieve £0 to an estimated £600K retail sales value in its first year of trading and helped the brand get listed in a broad range of the biggest healthy living retailers.

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Subjects: Marketing, Advertising, Brands

20 February 2015 12:08

Sharing content across territories
 
Posted by: Imaad Ahmed, Marketing Director, Warc
 
Imaad Ahmed

The secrets behind getting content shared are much sought after by marketers across the world. For those with a global remit, one of the major challenges (as with so many areas of marketing) is that what works with one audience cannot be guaranteed to work others. This is especially true with content strategies designed to resonate globally – how possible is this?

Following on from Ian Forrester's recent webinar, "What makes consumers share content across different territories?", I've gathered together some interesting insights from Ian which every global marketer needs to consider. Ian is the Insight Director at Unruly, the video ad tech company.

It's no surprise that different countries consume video content in different ways. The distinction between consumption habits is vital to factor in to content strategies. For example, for those brands targeting the Asia Pacific region with video content, did you know that Japan has the lowest percentage of YouTube views – a mere 19% – versus a 24% global average? This is due to Japan's fragmented social media landscape – local video upload site, Niconico, is the 7th most visited site in the country. This is good for advertisers though. More variety means more competition to secure advertising revenues, which in turn means advertisers can negotiate on price with the various platforms more flexibly than where choice is limited or where a single major player, such as YouTube, dominates.

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Subjects: Marketing

19 February 2015 14:27

Understanding the big issues of 2015
 
Posted by: Stephen Whiteside, Reports Editor, Warc
 
Stephen Whiteside

Despite the wintery weather afflicting parts of America - or, perhaps, to escape from it - Warc's US reporting team has been back on the conference trail in recent weeks.

One event seeking to cut across some major reoccurring themes we've been hearing about - such as evolving research techniques, big data, the changing face of media and emerging technology - is The Big Rethink, being convened by The Economist and taking place on March 5th in New York City.

It will not surprise readers of The Economist magazine to learn that the conference, based in large part around the rise of "the entrepreneurial CMO", combines a thought-provoking agenda - addressing topics such as neglected global trends, shifting organisational structures and the Internet of Things - with insights from numerous industry heavyweights.

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Subjects: Marketing, Digital, Media

18 February 2015 15:37

New technology makes old technology redundant
 
Posted by: Mythbuster, Les Binet and Sarah Carter, DDB
 
Mythbuster

Returning to work after the festive season, we found ourselves comparing our children's respective Christmas present lists. And we noticed something surprising. Between us, we have three children, ranging from six to 21 years of age. And on all their wishlists, alongside the stuff you'd expect modern kids to desire – clothes, money and electronic gadgets – there were a lot of books. Not e-books, but real, paper books.

And what was noticeable was that all the kids spent lots of time reading these good old-fashioned books over the holidays. Not because they had to – there were plenty of other electronic options – but because they wanted to. One of them even spent New Year's Eve reading a book from the public library, of all things, ignoring her pile of shiny Christmas presents.

Surely not? Aren't books supposed to be dead? Don't kids spend all their time nowadays Snapchatting, watching YouTube and updating Facebook instead? It seems not. On New Year's Day, one of us had the odd experience of being the only one Facebooking while the rest of the family were engrossed in their books.

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Subjects: Digital, Marketing

13 February 2015 14:01

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