This post is by Omaid Hiwaizi, Chief Strategy Officer, UK at Geometry Global.
Stories of spotting the likes of Kanye West, Bono and Courtney Love led much of the post-event chatter about the Cannes Lions International Festival of Creativity. It seems that the cult of celebrity has truly taken over and the way to get your session booked in the Grand Audi is to shoehorn a celebrity into your seminar.
While adding a famous person is a great way of being talked about, unfortunately a celebrity cut-and-shut can be a hit-and-miss approach to projecting a strong, clear, coherent and inspiring message. The key is making any celebrity addition relevant to your agency and your content.
What marketing do to boost a brand weakness? A quick scout of Warc.com finds a myriad of challenges and solutions. Here I have highlighted five examples of how brands addressed a weakness – one address a logistical issue, Kmart's inventory problem, and the rest are all about people's perceptions. Weetabix is boring, McDonald's is low quality and Michigan is deep in industrial decay. Or are they? In Aldi's case, people felt distant, disloyal and embarrassed to shop with a discounter.
Read below to see how the brands addressed these challenges, and subscribers can click through for the full case studies. You may also like to explore more case studies on Warc via the Case Finder or Topic Pages.
The Cannes Creative Effectiveness Awards reward the direct correlation between creativity and business results. Warc has analysed these best in class cases to reveal trends and insights about some of the most effective campaigns in the world. We compared the shortlist and winners to all entries and uncovered the differences that make a campaign worthy of Creative Effectiveness Lion.
The study includes the 80 campaigns that are available for download by Warc.com subscribers including the Grand Prix, six winners and five shortlisted campaigns. In 2014 some trends of previous years have reversed. The dominance of television among winners has not been seen, with only 58% of the shortlist using TV compared to 83% last year. More digital-led campaigns appear to be meeting the stringent requirements of a Cannes Creative Effectiveness win.
Data released in Warc's International Ad Forecast (IAF) last month show that TV, as a medium for advertising expenditure, is in robust health. What is more, expenditure will rise over the forecast period: we expect TV adspend in our 12 key markets to grow 4.6% on a PPP basis this year to total PPP159bn. A further 2.8% rise is forecast for 2015.
PPPs are a good gauge for comparing different markets as they show the rate at which the currency of one country would have to be converted into that of another country to buy the same amount of goods and services in each. A common example is the price of a hamburger: in London, it may cost £2, while in New York the same hamburger may be $4. This would imply a PPP exchange rate of 1 pound to 2 US dollars. Consequently, market exchange rates are taken out of the equation, and a clearer comparison can be made.
The Warc 100 rankings list campaigns according to their success at effectiveness and strategy awards. Overstay Checkout for Art Series Hotels, the innovative campaign by Naked Communications Melbourne, was ranked fifth.
We talked to Lach Hall, co-author of the case study, about eureka moments, why we need effectiveness awards and his top tips for writing better case studies.
1. How did the planning team at the agency develop the campaign strategy for 'Overstay Checkout'? Was there a 'eureka' moment, what kind of research/industry analysis was undertaken and what was the role of the client in this process?
We were coming off the back of a very successful campaign for Art Series Hotels the summer before – Steal Banksy. Our job this time around was not only to create a campaign that continued to set the hotel apart and directly increase room nights for the summer, but also one that that could be rolled out again, whenever they needed a lift, in order to become less reliant on big ideas like "Steal Banksy".
Earlier this year, I was invited by the IPA to come to London and talk about creativity in my part of the world. I'm from New Zealand and although you may never have heard of us, we are, per capita, the most creatively awarded country in the world.
"How?" asks the video that opened our local creative awards a couple of years ago. "It's because we have the perfect conditions for creativity. New Zealand has no celebrities, and so agencies have to sell products with brilliant ideas instead. And A-class drugs are obscenely expensive, so advertising people have to put in the late nights and weekends at the office to afford them."
Valid reasons, though I couldn't help feeling these weren't exactly mining deep cultural insight into why we're such a creatively fruitful place. Of course, we're small, which means less of the obvious creativity killers of policy, politics, process and testing research. One guy I worked with put it brilliantly: "In New Zealand, you get to 'no' quicker." He'd spent time in bigger markets doing iterations of campaigns to which the CEO, with whom they finally got an audience 18 months into the process, was never going to say yes.
Ask anybody about what comes to mind when they think about Brazil, and it's likely they'll reel off a long list including great beaches, beautiful people and – with the recent World Cup still in people's minds – football. But, of course, such stereotypes do not tell the full story about this vast, diverse and increasingly influential nation.
In an attempt to broaden the conversation, brand consultancy Flamingo organised an event in London this week featuring three expert speakers: each of whom tackled a big Brazilian stereotype.
Warc subscribers can read a full report from the event, featuring all of the key statistics and campaign creative, but below are the highlights from the briefing.
In Q1 2014, out of home advertising expenditure dipped 2.2% compared with the same period a year ago, according to the latest data released in the Advertising Association/Warc Expenditure Report. But this is expected to be just a temporary blip, and we forecast consistent growth throughout the rest of the year and into 2015.
We predict annual growth in the out of home sector of 2.7% in 2014, reaching a total of £1,017m. This is the first time the sector will have surpassed the £1bn mark. The pace of annual growth is expected to accelerate to 5.9% in 2015, or £1,077m.
A survey, conducted by the the Association of National Advertisers, (ANA) found only 21% of marketing leaders were satisfied with the performance of their global marketing strategy and just 22% were satisfied with how their global marketing is co-ordinated. The task of managing and executing a multi-market brand launch is a formidable one but the ANA had this advice for brands up for the challenge:
After recording a dip in advertising spend in 2013, radio has started the year positively, according to the latest data from the Advertising Association/Warc Expenditure Report.
Traditional radio adspend (excluding branded content) totalled £426m in 2013, marking a 2.9% fall year-on-year and some £120m less than its peak nine years ago. In real terms (after accounting for inflation) the 2013 total was £337m, and representative of a 5.3% annual decline at 2005 prices.
But this looks set to change in 2014. Data show that radio adspend has started this year strongly, rising by 5.7% in Q1 compared with last year to £113m. This rate of growth is greater than the all-media total of 5% for Q1, suggesting things are looking up for the sector.