The Warc Blog

The Warc Blog

ATTICUS AWARDS! Learn about brand migration, the global luxury market and effective mobile advertising
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The Atticus Awards went live on warc.com today. They are a selection of winning papers which are open exclusively to professionals working in WPP companies. They honour original marketing thinking.

I've surfaced a selection that I think deserve a special mention. Themes explored include best practices on successful brand migration across Western and Eastern markets, the cultural dynamics driving change in the global luxury market and a guide to effective mobile advertising.

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Subjects: Awards, Marketing, Advertising

13 August 2015 11:21

Cannes Lions Scratch a Niche: Why nuance and focus are key to Cannes creative success
 
Posted by: Guest blog
 
Guest blog

This post is by Ben Essen, head of planning at iris.

Question. What percentage of Volvo drivers are regular cyclists?

What fraction of Always $3.4 billion worldwide sales are made by 13 year-old girls? How many of Burger King's customers are gay?

Mainstream brands constantly seek Big Ideas powered by Universal Insights. As Byron Sharp tells us, brand penetration requires advertising at scale – and an ability to appeal to as many people as possible. The accepted wisdom is therefore that we must create inclusive ideas that alienate as few people as possible. Research is used to overcome objections and find the common ground acceptable to the average consumer. When our target is everyone and our media is the globe there's no time to pander to the long-tail of niche interests and demographics.

It's interesting, then, to look at some of the big Cannes winners.

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Subjects: Advertising, Marketing, Awards

07 July 2015 15:13

Warc prize for Social Strategy winners show how social is evolving
 
Posted by: Guest blog
 
Guest blog

This post is by Mobbie Nazir, chief strategy officer at We Are Social.

I recently had the pleasure of being one of the judges for the second ever Warc Prize for Social Strategy, whose winners were announced earlier this morning. The award is focused on recognising social ideas that drive business results and, as such, is a fantastic showcase of best practice within the marketing industry.

It was clear from looking at the 32-strong shortlist just how much social communications have evolved and continue to do so. We're seeing more longer term, strategic use of social to build brands, or create a meaningful role for brands in people's lives. We saw the most effective brands and organisations shift their mindset from focusing on social platforms, to using social insights to create integrated ideas that people naturally want to share, talk about, and get involved with. And, from the more mature, large-scale efforts to the clever, low budget activations – all were working towards delivering real business value, not just likes and shares.

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Subjects: Awards, Digital, Media

15 June 2015 15:23

Social ROI comes of age: Highlights from Warc Prize for Social Strategy shortlist
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The Warc Prize for Social Strategy shortlist features 32 entries which Warc subscribers can view here. And what a shortlist! There are some great case studies that demonstrate excellent use of social/digital that drove solid business results. These cases mark a notable maturity in digital marketing, linking earned media to commercial impact.

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Subjects: Awards, Marketing, Advertising

13 May 2015 11:50

Stunt marketing, mobile-first strategies and incentive marketing: Highlights from DMA UK Awards (2014)
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The DMA UK Awards 2014 were recently published on warc.com. The Direct Marketing Association recognises campaigns that demonstrate how brilliant strategic thought and creative ideas drive outstanding results. There were 61 case studies in total, which Warc subscribers can view here but if you're short on time then I highly recommend the following.

Crimestoppers UK: Putpockets

Crimestoppers, the UK’s biggest crime fighting charity, wanted to raise awareness about pickpocketing. Taking direct marketing to a whole new level, the campaign took a stunt marketing approach by placing leaflets shaped like commonly stolen items in people’s bags and pockets, doing so without their knowledge. The tactic showed in a very practical and personal way how easily someone could be a victim of pickpocketing.

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Subjects: Awards, Marketing, Advertising

07 April 2015 16:28

A roaming fridge, grassroots activism, launching a brand without TV and telling stories: Highlights from CASSIES 2015
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The CASSIES (Canadian Advertising Success Stories) were published on warc.com last week. These awards recognise and reward the business effectiveness of advertising. There were 53 case studies in total, which Warc subscribers can view here.

But if you’ve only got time to read a few I highly recommend the following. Grassroots activism, user-generated strategies, newspaper partnerships and storytelling are just some of the themes explored.

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Subjects: Marketing, Advertising, Awards

25 February 2015 14:36

APG Creative Strategy Awards 2015: What are "Strategies with Influence"?
 
Posted by: Catherine Gardner, Content Development Manager , Warc
 
Catherine Gardner

At the launch of the 2015 APG Creative Strategy Awards, planners packed the Townhall of APG partner Google to find out the theme for this year, and hear insights from 2013 Grand Prix winner, Luis Toledo. JWT's Strategic Planning Director for Latin America had flown in to share his inspirational Banco Popular campaign, Grand Prix winner in 2013.

Tracey Follows, the new Chair of the APG, started the evening by announcing the theme for the 2015 competition: "Strategies with Influence".

Follows defined this as "the strength of strategic thinking that went into the brief, and what real influence was created as a result of the work". She also highlighted the importance of showing an evolving strategy, quoting German military strategist Helmuth von Moltke, "No battle plan ever survives contact with the enemy". Entrants should show "how the strategy evolves with the changing circumstances of reality." Follows emphasised that for the 2015 APG Creative Strategy Awards the "operationalization of the strategy is as important as the theoretical framework."

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Subjects: Awards

02 February 2015 10:59

'Owning' an equity, repositioning strategies, m-health, reaching millennials and music mnemonics: Highlights from Warc Prize Asia 2014
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The Warc Prize for Asian Strategy went live on warc.com last night. Warc subscribers can browse all 176 of them here. The awards recognise the best strategic thinking in the region - campaigns that demonstrate interesting and original ideas that help a brand meet its objectives. Hindustan Unilever won the Grand Prix award while The Akanksha Foundation, NetEase, a Chinese news portal Pampers, and Gillette were awarded Gold.

I’ve dug a little deeper into the 176 case studies to showcase several campaigns that stood out - perhaps for their innovative use of media, or for successfully overcoming difficult marketing challenges.

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Subjects: Awards, Marketing, Advertising

14 November 2014 14:06

Secrets of the world's smartest creative agency
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

Earlier this year, we announced the Warc 100 – our ranking of the smartest marketing campaigns and companies of the year, based on their performance in effectiveness and strategy awards. And taking the number one spot on the creative agencies rankings was an agency far from the traditional ad industry powerhouses of London and New York: Colenso BBDO, based in Auckland, New Zealand.

Colenso had an exceptionally strong showing on our ranking of the top 100 campaigns of the year, with work for food brand Tip Top, V, the energy drink and Mountain Dew all making the cut. But how can other agencies learn from all this success? According to Andy McLeish, Colenso's head of planning, replicating this success is a matter of taking risks, establishing clear metrics... and keeping clients' trust.

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Subjects: Awards, Advertising, Marketing

29 October 2014 14:13

Sensory marketing, product launches, influencer strategies and avoiding cannibalisation: Highlights from IPA Effectiveness Awards 2014
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

The IPA Effectiveness Awards are live on warc.com – subscribers can browse all 70 of them here. These rigorous awards recognise advertising campaigns that demonstrate clear proof of their effectiveness. Fosters, the beer brand, took the Grand Prix award while Specsavers, Transport for London and The British Heart Foundation were among the brands awarded Gold.

I’ve dug a little deeper into the 70 case studies to showcase several campaigns that stood out - perhaps for their innovative use of media, or for successfully overcoming difficult marketing challenges.

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Subjects: Awards, Marketing, Advertising

29 October 2014 09:09

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