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.
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.
If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud. You'd be almost right, but not quite. Actually, I'm referring to the man who was sometimes known as the 'Sigmund Freud of the supermarket age' - a certain Ernest Dichter.
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.
This guest post is written by Ken Parnham, General Manager Europe at Near
Advances in virtual reality have developed rapidly in recent years and technology that was once considered futuristic has finally hit the mainstream. Devices such as Oculus Rift, Samsung’s Gear VR and HTC Vive, and Sony’s soon-to-launch PlayStation VR are making captivating virtual experiences accessible to the masses.
Debbie Weinstein is Director, Brand Solutions & Innovations (EMEA) at Google. This year, she will appear at Warc's Future of Strategy event at Cannes 2016
Warc's case study editor, Lucy Aitken, interviewed her earlier this month.
Judging by the Account Planning Group's recent conference, there is a fair degree of angst about what the future holds for the marketing strategist.
The APG conference had the title 'Strategy vs Robots', implying a future where strategists or planners are usurped by machines.
At the conference, delegates were relatively upbeat about how machines might augment, rather than replace, their jobs. A talk by Rushi Bhavsar, a young data scientist from Grey London, gave an insight into the kind of skills planners might need in future.
The market-led strategies of the past based on growing consumer segments with increasing spending power won't cut it in a slower-growth global economy. In this guest blog, J. Walker Smith, Executive Chairman at The Futures Company, examines the economic backdrop and the way forward for businesses and brands.
Increasingly, it looks like there's a new normal for the global economy and it worries the current crop of business leaders, who are accustomed to operating in a higher growth economy with stronger consumer spending.
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.
A few weeks ago, the leader of the Watford Advertising Course, Tony Cullingham, gave a stirring commencement speech to his graduating students. These speeches have become something of a thing – inspiration that culture latches onto for direction. Cullingham certainly didn't hold back addressing these graduates: "Advertising is rubbish. It's broken. Busted. Kaput. There are no standout agencies. No standout campaigns. No hot shops. No creative boutiques. There's no creative jealousy. The words 'I wish I'd done that' are words rarely uttered by writers and art directors these days."