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

Lunchbox: What we know about snacking from Euromonitor, Bear snacks, Chiquita, and Mondelez
 
Posted by: Nicola Tillin, Commercial Director, EMEA, Warc
 
Nicola Tillin

It's back to school week and my Facebook feed has filled up with photos of my friends' kids in their new uniforms, lunchboxes packed, posing for the traditional first day back at school photo. 

It got me thinking about what kids have in their lunchboxes in comparison to what I remember taking, so I did a bit of research on what Warc had on the subject of snacking – and here are some of the things I learnt from the Warc.com database:

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Subjects: Consumers, Advertising, Brands

08 September 2016 09:47

3 APAC picks from Cannes Lions
 
Posted by: Katie Sterling, Client Services Manager, Warc
 
Katie Sterling

Coverage of the Cannes Lions inevitably focused more on the best-in-class from Europe and America. We know from Warc's coverage of the Cannes Creative Effectiveness Lions 2016 that 59% of Case Studies came from Europe and 34% from North America compared to 21% from Asia and 12% from Australia & New Zealand respectively.

However, what this region lacked in quantity, it made up for in sheer quality, with markets like India and Australia over-indexing in the number of campaigns shortlisted (vs. those submitted). Below are the Warc Singapore office's favourites from the Cannes Creative Effectiveness winners:

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Subjects: Awards, Advertising

07 September 2016 12:20

The IPA introduces Effectiveness Week
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

Since their launch in 1980, the IPA Effectiveness Awards (the full archive of which is available for warc.com subscribers) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach. The announcement of the awards winners, every two years in November, is therefore one of the ad industry's most closely-watched events.

This time around, the IPA has expanded its programme: from the traditional black-tie awards evening to a five-day festival of marketing effectiveness. Effectiveness Week, launched at an event in London yesterday, takes place on the week of October 31st, with the awards themselves handed out on November 2nd. The programme includes over 50 speakers, with a mix of presentations and seminars taking place across 11 different venues. And it won't be a closed forum for agencies: the IPA is aiming to have 50% of attendees and participants coming from the client side.

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Subjects: Digital, Advertising, Marketing

06 September 2016 15:23

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

An interesting take on innovation: Nivea and the pooping seagull
 
Posted by: Katie Sterling, Client Services Manager, Warc
 
Katie Sterling

At Warc, we tend to showcase the best-in class rather than examples that didn’t quite meet the mark. However, in the news recently was the story of Nivea and the advert that Sir John Hegarty, Cannes Lions judge and BBH founder, described as “the most stupid thing he’s ever seen”.

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Subjects: Advertising, Marketing, Awards

02 September 2016 12:03

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

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