ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Twitter attempts to attract ad agencies
NEW YORK: Twitter, the microblog, is enhancing its efforts to engage advertising agencies, having made this objective a "huge priority" in a bid to increase uptake of its various services for brands.
, Joel Lunenfeld, Twitter's vice president, global brand strategy, stated that forging stronger ties with this audience was a crucial goal for the organisation.
"Twitter's relationships with major holding companies have been and will continue to be a huge priority for the company as we build out our team and the Promoted Products suite," he said.
"As we grow globally, it's especially important for Twitter to continue to have as many transparent conversations with our partners to understand how brands in each market think about our Promoted suite of products."
Currently, Twitter provides three main offerings for marketers, in the form of promoted tweets, trends and accounts. It also recently launched a tool allowing brands to target their activity by gender.
In an attempt to boost interest levels in these products, it has formed a new team tasked with furthering its knowledge of marketers' priorities.
This unit will be led by Matt Derella, who is taking up the position of director of agency development. He previously served as director of agency business development at Google, the search giant.
"Matt has amazing relationships with some of the world's largest holding companies, and we brought him on board to work directly with agencies to understand the questions they and their clients have on the best ways to use Twitter within all of their marketing efforts," Lunenfeld said.
According to Derella, the global agency development team will be based in San Francisco and London. Looking more broadly, Japan also constitutes a "very interesting" market,
he told AdAge
"Twitter understands that agencies are going to be a really important part of the Twitter advertising ecosystem, and they understand that we need to invest in our agency partners," he added.
"If there are agencies out there who are unsure about Twitter, part of my job will be to understand what those concerns are and hopefully bring out some facts and some case studies and some examples for why we believe it's an amazing platform for brands to connect with consumers."
Twitter has found that 33% of US users are fans of between one and five brands, while 36% follow more than six and less 20. A further 12% of members in the US follow 21–30 brands, and 7% surpass this total.
Data sourced from DigiDay/AdAge; additional content by Warc staff, 29 October 2012
Twitter outpaces rivals
Twitter strikes major ad deal
Promoted tweets boost brand metrics
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc