The Warc Blog

The Warc Blog

Highlights from the Effies North America 2016
Posted by: Warc

This year's North American Effie Awards bestowed its top prize to Moms Demand Action, the US pressure group for gun control, for its 'Groceries not guns' campaign.

Read the Grand Effie and a selection of 25 other winning case studies.

But if you only have time to read a few of them, then here are my recommended highlights.


Subjects: Awards, Advertising

24 June 2016 16:43

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.


Subjects: Media, Consumers, Advertising

23 June 2016 15:34

Three things I want to see at this year's Warc Prize for Asian Strategy
Posted by: Andreas Krasser, Head of Strategy & Innovation, DDB Group Hong Kong
Andreas Krasser

To say that I am very honored judging the 2016 Warc Prize for Asian Strategy would certainly be an understatement - not just because of the extremely humbling panel of fellow judges, but also because I personally hold a great deal of this award. After all, it's Asia's first dedicated competition rewarding great strategic marketing thinking from the region.


Subjects: Awards, Advertising

21 June 2016 15:57

Chatting in China
Posted by: 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.


Subjects: Media, Data, Advertising

20 June 2016 17:26

Is the lure of shiny new technology killing strategy?
Posted by: Guest blog
Guest blog

This guest post is by John Ounpuu who is co-founder of Modern Craft, a digital strategy agency . @jounpuu

Econsultancy recently published a detailed report on Marketing Budgets in 2016. According to its authors, the report is "a bellwether for the health of the marketing industry." This 54-page document contains the word "strategy" a grand total of (wait for it) once.

It's a sign of the times. Because, these days, strategy seems to be falling out of fashion. But why?


Subjects: Digital, Advertising, Media

16 June 2016 11:00

Warc in Cannes: The stories behind the world's best campaigns
Posted by: Joseph Clift, Product Manager, Warc
Joseph Clift

One of the most effective campaign strategies is to go big, aim to stoke people's emotions and focus on a social issue. At least, that's the strong message from this year's Warc 100 results, which track results from 79 effectiveness and strategy awards around the world and rank the year's best marketing campaigns and companies. Two of the year's top 20 campaigns exemplify this strategy, and centre on one issue in particular: female empowerment.


Subjects: Advertising, Warc conferences

15 June 2016 15:17

System 1 or System 2? The Answer: Mind Modelling!
Posted by: David Penn, Managing Director, Conquest
David Penn

Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand can be fully explained by emotion alone.


Subjects: Advertising, Brands, Consumers

14 June 2016 09:27

Introducing Basic: The Discipline of Creating Interesting Companies, Not Advertising
Posted by: Alex Smith, Founder of Basic Arts / Planning Director, Sense
Alex Smith

The secret behind the world's best brands

What is it that connects the great brands of the internet age? The brands that are constantly referenced by marketers as benchmarks of performance. The inspirational usual suspects from Red Bull, to Apple, to Google, and beyond. What is the behaviour they all share - no matter their market or position in it - that allows them to capture public imagination and escape cynicism and indifference?

Put simply these great brands don't win fans by creating interesting advertising; they win fans by being interesting companies, full stop.


Subjects: Advertising, Brands, Consumers

13 June 2016 14:35

Mad Men needn't be mad at social
Posted by: MEC

Social media hasn't set the ad industry back, nor is it a poor misguided cast-off. Brands that get it right, benefit from campaigns with greater reach, engagement and creativity

By Ed Kitchingman, MEC

Ian Leslie wrote a much-praised piece last year in the Financial Times on How the Mad Men lost the plot. The article critiqued the ad industry and its previous obsession with digital. It's a good read and makes some great points.


Subjects: Media, Advertising

03 June 2016 11:38

Point of view: Questions are the answer
Posted by: Guest blog
Guest blog

This guest blog is by Daniel Carlson, writing in the May issue of Admap. Subscribers can read the issue here.

Agencies don't win business when you think they do. We might burn candles at both ends preparing for pitches, but the pitch just clinches the deal. When we connect with prospects at a Q&A session – inspiring them to reflect on challenges in a new light – we invariably win the business later.

Initially, I'll admit, this seemed like a fluke. After all, the Q&A session? No part of a request for proposal is given shorter shrift. But I kept an eye on it. Turns out, this was a pattern I couldn't ignore. The opportunity for introspection – even for businesses – is a luxury. And brands value and need it.


Subjects: Advertising, Marketing

26 May 2016 12:17


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