The Warc Blog

The Warc Blog

How John Keats invented VR
 
Posted by: Malcolm White, Co-founder, Krow Communications
 
Malcolm White

OK, that's not strictly true. Actually, it's not true at all. But it made you want to read on, didn't it? Or perhaps not?

According to surveys, if you're a regular reader of poetry then you're in a tiny minority, so perhaps name-checking the writer of such masterpieces as 'Ode on a Grecian Urn', 'To Autumn' and 'Ode to a Nightingale' wasn't much of a hook for you?

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Subjects: Media, Advertising

23 September 2016 11:24

Moment marketing is where the magic is
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

On the eve of the deadline for the Warc Media Awards, Lucy Aitken, Case Study Editor, Warc, considers how moment marketing could make an impact on this year's entries

The deadline for entries for the Warc Media Awards approaches and entries are starting to arrive. Already, there's a body of evidence showing how smarter comms planning helps campaigns be more effective, from a car brand that successfully used CRM data to help convert online forms into test drives to an IT brand that boosted lead generation through an effective partnership.

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Subjects: Awards, Media, Advertising

14 September 2016 12:25

Why we should welcome Google's ban on Interstitials
 
Posted by: Guest blog
 
Guest blog

This guest blog is by Scott Curtis, European Mobile Strategy & Development Director, Starcom

Google's quest to continue its dominance of our digital spend continues with its latest efforts to protect the web. Its most recent announcement is to penalise pages that contain annoying 'intrusive' interstitials with site-ranking algorithms.

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Subjects: Media, Digital, Advertising

13 September 2016 15:21

Point of view: Designing experience
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

Niki Nakayama is the chef and owner of a Japanese restaurant called n/naka in LA. She's a technically brilliant chef and her food has been lauded as some of the best in America. But what makes n/naka stand out is not just its food but the experience around it.

The design of the experience starts with the concept of kaiseki, a Japanese tradition that harks back to the thirteenth century and is based on local ingredients. The power of this lies in its pacing, flow and sequence of composition, texture, temperature and colour.

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Subjects: Advertising, Media, Consumers

09 September 2016 14:49

The cobra effect
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Of all the decisions made by the colonial governor in Delhi, offering a bounty for dead cobras was one of the worst.

It had seemed a sensible policy. After all, cobras were a deadly hazard that needed culling. But as the governor had limited manpower at his disposal, he needed others to conduct the cull. So a small bounty was offered for every dead cobra handed in to the authorities.

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Subjects: Media, Digital, Advertising

05 September 2016 10:38

Wrong ad, wrong time, wrong place: Why 45% of users don't respond to mobile ads
 
Posted by: Guest blog
 
Guest blog

This is a guest blog by Stephen Upstone, CEO and founder, LoopMe

A recent survey of 1,000 mobile users in the US and UK asked if people who watch mobile video ads actually go on to buy the product advertised in store or online, and if not, why not.

The results showed that 55% of people who have watched a mobile video ad had gone on to make a purchase, showing that as an industry we are doing the right things more than half of the time.

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Subjects: Digital, Advertising, Media

31 August 2016 16:45

Microsoft's Paul Davies: Automation could return marketing to the board room
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

Paul Davies, UK CMO, Microsoft, is judging the Effective Use of Tech panel at this year’s Warc Media Awards. Paul is also Chairman of UK advertiser trade body ISBA.

Warc’s Lucy Aitken spoke to him about how accurate forecasting could help transform marketing from a cost centre into a revenue generator.

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Subjects: Awards, Media, Marketing

26 August 2016 10:44

Unilever’s Sarah Mansfield: 'More data is at the heart of everything'
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards. She is responsible for a total media spend of €1 billion. 

Warc's Lucy Aitken spoke to her about mobile, moment marketing and why Ben & Jerry's sells even when it's raining…

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Subjects: Media, Awards, Marketing

22 August 2016 11:42

Why video advertising is only one piece of the puzzle
 
Posted by: Guest blog
 
Guest blog

This guest blog is written by Chris Le May, DataXu SVP and Managing Director Europe & Emerging Markets

Recent years have seen a stampede towards video advertising. 50% of marketers are planning to increase their video budget in the next 12 months, says the Content Marketing Association. News and media organisations everywhere are investing in video; BuzzFeed, the online news feed, has an entire content arm called BuzzFeed Motion Pictures.

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Subjects: Media, Marketing

19 August 2016 10:20

Programmatic and its discontents
 
Posted by: Sam Peña-Taylor, Editorial Assistant, Warc
 
Sam Peña-Taylor

Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry. And along with that data, more management platforms -  generally more stuff.

With this stuff has come the early association of poor-quality, irritating advertising that is so ineffective as to induce users to download ad-blockers. It feels a little out-of-control – too powerful for human hands. This is because humans, consumers, are deeply complicated and bring with them a set of constantly shifting needs and demands. In a sense, what has happened is that we've discovered our own complexities, and these show no sign of falling into line any time soon.

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Subjects: Media, Digital, Data

18 August 2016 16:08

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