Warc MAP 2010

Summary
Reporting from MAP 2010, the conference organised by Warc, Joseph Clift's coverage includes talks from the IPA on the best case studies of the past 30 years of judging effectiveness; online analytics with Google's DoubleClick adserving platform; and how to predict viral video hits. Also looked at is how Universal Music is looking to improve media spend efficiency and Billetts on how brands should be using ROI. While the rebranding of global insurer, Aviva, has been monitored by the Net Promoter Score.

Summary
Joseph Clift reports from MAP 2010, the conference organised by Warc. Topics covered included the application of behavioural economics, spoken about by both Rory Sutherland, vice-president of Ogilvy UK and Mark Lund, ceo of COI, the British government's advertising arm. Also presented is the current status and future development of planning, the effect of emotion on advertisement effectiveness and how Coca-Cola is building customer loyalty.

Summary
In this MAP 2010 presentation, Silke Muenster, director K&I Europe at Coca-Cola, discusses the importance of the "brand love" metric to the company. Boosting brand love, rather than immediate sales, inform certain long-term Coca-Cola strategies, such as the sponsorship of the Olympic Games. Brand love is measured by a proprietary tracking tool, which is now harmonised over 32 markets. One of the principal advantages of this is the metric can be benchmarked and analysed across countries, brands and demographics, as well as over time.

Summary
IPA Effectiveness Awards papers from the 2000s are discussed by Neil Dawson in this 2010 MAP presentation. Brand response is one key trends of the decade, with 37% of the cases defined as having both "brand" and "influence behaviour" as objectives. Cases discussed are those of Sainsbury's, a UK supermarket, 118118.com directory enquiries and O2, a mobile phone network provider. The presentation concludes with debunking current ad "myths", including "loyalty is the best strategy for profit growth" and "pre-testing maximises profitability".

Summary
In his MAP 2010 presentation, Duncan Southgate, global innovation director at Millward Brown, offers advice on how brands can negotiate the fragmented media landscape. Southgate unveils new research showing that gaining a viral video "hit" is unlikely to happen and that few brands gain many followers through their official social media accounts. Southgate also highlights Millward Brown's own method for predicting future viral successes. Meanwhile, mobile marketing is predicted to grow in future; however, Southgate suggests use of online video might decline. No single digital channel is seen as a "silver bullet" solution.

Summary
The rebranding of Aviva, a global insurer, is the subject of this MAP 2010 presentation from Oliver White, the firm's customer and innovation director. The move was first undertaken to improve brand consideration levels and business efficiencies - such as through cutting marketing budgets. It has hit targets ahead of schedule. Along with the rebranding, Aviva's customer service systems have also been overhauled through use of net promoter scores and techniques such as "journey mapping".

Summary
In this MAP 2010 presentation, Andrew Chailler, md of Billetts, argues that firms should adopt an "ROI-led" strategy. The short-term benefits of promotions are seen as seperate to longer-term benefits from ad campaigns; however, Chailler believes the the two should "be friends", ie, co-ordinated. Advertising ROI is predicted to remain largely stable from 2010-15; promotional ROI is seen as falling by around 10%.

Summary
This MAP 2010 presentation discusses Universal Music's recent use of a VBMF system to optimise its media buying. The tool allows the music group to track the relationship between a record's adspend and sales. This is achieved by breaking down various contributory factors to sales which are not related to ads, such as the "launch effect" and the size of the artist's existing "base". The data is then used to determine whether the adspend paid for itself or not. Greater adoption of this technology could have significant implications for the future of media agencies.