The Warc Blog

The Warc Blog

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

Heineken's Ron Amram: Why sponsorship is more than a media buy
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.

Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'

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Subjects: Awards, Media, Brands

17 August 2016 16:27

Starcom's Paul Wilson on scaling innovation
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.

Warc's Lucy Aitken interviewed him earlier this month.

What is your take on the role of comms planning versus creative planning?

Where you talk to people and how you engage with them is becoming more important because increasingly, people can opt out of advertising completely.

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Subjects: Awards, Media, Advertising

12 August 2016 16:16

APSOTW: 'Sam Adams' results
 
Posted by: Advertising [Planning] School On The Web
 
Advertising [Planning] School On The Web

Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.

This initiative is run by a team of senior planners from across the world. They post challenges for up-and-coming planners and marketers – or, in fact, anyone with an interest in smart ideas and communications – and have the entries judged by a heavyweight group of marketers and strategy experts.

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Subjects: Advertising, Media, Marketing

04 August 2016 12:37

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

From the wisdom of crowds to the winner's curse, and how Media buyers should zig when the world zags
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

In 1906 Francis Galton, the country's foremost statistician, attended the West of England Fat Stock and Poultry Exhibition and uncovered an intriguing phenomenon.

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Subjects: Media, Consumers, Advertising

23 June 2016 15:34

The rise of ACGN culture
 
Posted by: Edward Bell, CEO, FCB Greater China
 
Edward Bell

Across North Asia, the murky, semi-closeted 2D world of ACG (Animation, Comic, Game - and now also 'N' for short novel) is aggressively taking territory from the 3D world of traditional culture by breaking down the walls that have kept them apart. And it is profoundly changing the way that brands are behaving.

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Subjects: Brands, Media

22 June 2016 14:51

Chatting in China
 
Posted by: MEC
 
MEC

WeChat has become the Swiss Army knife of the socio-digital world in China, says James Hayle, MEC Social Insight Executive

The Great Firewall of China, the Chinese government's censorship project, blocks many popular western sites and services such as Facebook, Google, Twitter and Instagram. In effect, this closes off and isolates an enormous part of the Chinese market from the socio-digital western world. This has enabled a number of hugely popular home-grown state-driven services to emerge, the most prominent of which is WeChat.

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Subjects: Media, Data, Advertising

20 June 2016 17:26

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