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.
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:
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”.
Paul Davies, UK CMO, Microsoft, is judging the Effective Use of Tech panel at this year’s Warc Media Awards. Paul is also Chairman of UK advertiser trade body ISBA.
Warc’s Lucy Aitken spoke to him about how accurate forecasting could help transform marketing from a cost centre into a revenue generator.
Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards. She is responsible for a total media spend of €1 billion.
Warc's Lucy Aitken spoke to her about mobile, moment marketing and why Ben & Jerry's sells even when it's raining…
Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.
Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'
Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.
Warc's Lucy Aitken interviewed him earlier this month.
What is your take on the role of comms planning versus creative planning?
Where you talk to people and how you engage with them is becoming more important because increasingly, people can opt out of advertising completely.
When someone says that, what are they asking? They're asking for permission to enquire about something you may not be comfortable talking about because it's private. It's not something you would normally share publicly, hence the need for permission. (Especially if you are British.)
What makes something personal? Uniquely yours, concerning your private life (is that still a thing?), your emotions, desires, hopes, dreams, relationships, secrets. This is an interesting inversion, since the root of the word - persona - literally means 'mask': the kind worn in Graeco-Roman drama.
It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn. And the work picked up two Grands Prix at the Palais des Festivals last month.
Four out of the 30 shortlisted papers for this year's Warc Prize for Social Strategy were from financial services brands. For a sector renowned for uninspiring advertising, that's a pretty good result. Perhaps what's more surprising is that the four campaigns could not be more different, incorporating an insight-driven database, a content-rich campaign designed to simplify finance, a push for student accounts and a nudge to get thinking about your retirement years.