It being holiday season, I decided to do some reading in the transport & tourism section on Warc.
Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.
Though the sun is out, consumers are still glued to their mobiles: Booking.com has found almost a third of their bookings take place on smartphones. Indonesian marketers, in particular, have heeded this trend, with mobile adspend increasing 200% this year. Here are some of the things I learned this week.
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…
This guest blog is written by Chris Le May, DataXu SVP and Managing Director Europe & Emerging Markets
Recent years have seen a stampede towards video advertising. 50% of marketers are planning to increase their video budget in the next 12 months, says the Content Marketing Association. News and media organisations everywhere are investing in video; BuzzFeed, the online news feed, has an entire content arm called BuzzFeed Motion Pictures.
This is a guest post by Andrew Buckman, MD EMEA, OpenX
There was a time when inventory deals ended with a handshake that confirmed the deal was done, prices were agreed, and delivery would be assured. Then programmatic changed the game — replacing the handshake with programmatic platforms and swapping certainty for an opportunity to identify audiences, and bid in real-time.
Here at the Warc offices, we often gaze across the chasm at editorial – with their glasses and dual-monitors – and wonder what they actually do all day.
So, looking at Warc this last week, it was refreshing to see agencies confront their own chasm and bring strategy and creative together for each to consider the other’s purpose. And how Barbie has adopted a positioning that turned the all-American girl into a modern, cosmopolitan woman, leveraging the influence that comes with 99% global awareness.
In general, when talking about the significant increase in structured and unstructured human data and the technologies capturing it, we can take two angles; we can debate over why marketing should use it OR we can try to understand how marketing should use it to deliver sustainable value for brands and agencies.
Today, we see a lot of notes on why marketing should use data. We read that DMPs can help save and make us millions of dollars through frequency capping, retargeting and suppressions. We find that building advanced and ad-hoc segmentations by integrating offline and online data, we can achieve the ideal marketing mix to drive higher ROI.
Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.
This initiative is run by a team of senior planners from across the world. They post challenges for up-and-coming planners and marketers – or, in fact, anyone with an interest in smart ideas and communications – and have the entries judged by a heavyweight group of marketers and strategy experts.
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.