The Warc Blog

The Warc Blog

Point of view: Stop problem solving
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

We take great pride as an industry in our ability to solve problems. It's how we tend to frame our capabilities to clients. It's how we describe what we do to our non-industry friends. It's how we award (and reward) ourselves across strategy and creative awards.

Yet, when you think about it, problem solving is a horrible way to think about what any of us do. It is reactive.

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Subjects: Advertising, Brands

21 July 2016 09:41

Blood, sweat and brands
 
Posted by: Guest blog
 
Guest blog

This guest post is written by Maria Vardy, Brand Comms MD at Jaywing

The brand marketing landscape is in a constant state of evolution. It's not easy for the modern marketer to appear swan-like - calm on the surface, legs frantically paddling underneath. Keeping up with the latest technology, trends and audience demands can seem impossible. However, there are brands doing exactly this and they demonstrate true grit and determination, traits that other brands can learn from.

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Subjects: Brands, Marketing

19 July 2016 15:45

#TogetherStronger
 
Posted by: Sam Peña-Taylor, Editorial Assistant, Warc
 
Sam Peña-Taylor

Welsh people don't often get much to cheer about. And yet we do - often. It's a small country, but a noisy one.

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Subjects: Advertising, Brands

06 July 2016 15:39

Distinctiveness - a sinister advantage for brands
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

After England's early exit from the Euros, patriotic sports fans have turned their attention to Wimbledon. Britain still have strong representation in the form of the Murray brothers. While Andy gets most of the attention, it's actually Jamie who has the higher ranking: currently doubles world number 1. Perhaps part of his strength is due to a natural advantage. He's left-handed.

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Subjects: Marketing, Brands

05 July 2016 15:03

The rise of ACGN culture
 
Posted by: Edward Bell, CEO, FCB Greater China
 
Edward Bell

Across North Asia, the murky, semi-closeted 2D world of ACG (Animation, Comic, Game - and now also 'N' for short novel) is aggressively taking territory from the 3D world of traditional culture by breaking down the walls that have kept them apart. And it is profoundly changing the way that brands are behaving.

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Subjects: Brands, Media

22 June 2016 14:51

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.

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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.

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Subjects: Advertising, Brands, Consumers

13 June 2016 14:35

Opinions wanted
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

About a decade ago, Copernicus Consulting did a research study in the US to look at how we saw brands. Its most startling finding to me was the lack of differentiation people saw between brands. Four out of five categories were seen to have increasingly homogeneous brands and only 7% of ads were seen as different. The lack of remarkability was in itself remarkable.

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Subjects: Brands, Consumers, Advertising

11 May 2016 15:24

Can brands really be altruistic?
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

Philosophy defines altruism in different ways, however most definitions will generally revolve around describing altruistic behaviours as those that benefit others rather than oneself.

The term altruism (French, altruisme) was coined by the 19thcentury philosopher - incidentally, also the founder of the discipline we now know as sociology - Auguste Comte.

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Subjects: Brands, Advertising

05 May 2016 15:26

Advertising Planning School on the Web 2016: The task
 
Posted by: Advertising [Planning] School On The Web
 
Advertising [Planning] School On The Web

Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web.

This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.

We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.

You can view the previous challenges we helped out with here, and read an introduction to this latest challenge here.

Now, over to Andrew Hovells of PHD Manchester for details of the new assignment…


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Subjects: Marketing, Media, Brands

03 May 2016 16:01

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