The Warc Blog

The Warc Blog

The IPA introduces Effectiveness Week
 
Posted by: Joseph Clift, Product Manager, Warc
 
Joseph Clift

Since their launch in 1980, the IPA Effectiveness Awards (the full archive of which is available for warc.com subscribers) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach. The announcement of the awards winners, every two years in November, is therefore one of the ad industry's most closely-watched events.

This time around, the IPA has expanded its programme: from the traditional black-tie awards evening to a five-day festival of marketing effectiveness. Effectiveness Week, launched at an event in London yesterday, takes place on the week of October 31st, with the awards themselves handed out on November 2nd. The programme includes over 50 speakers, with a mix of presentations and seminars taking place across 11 different venues. And it won't be a closed forum for agencies: the IPA is aiming to have 50% of attendees and participants coming from the client side.

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Subjects: Digital, Advertising, Marketing

06 September 2016 15:23

An interesting take on innovation: Nivea and the pooping seagull
 
Posted by: Katie Sterling, Client Services Manager, Warc
 
Katie Sterling

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”.

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Subjects: Advertising, Marketing, Awards

02 September 2016 12:03

Microsoft's Paul Davies: Automation could return marketing to the board room
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

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.

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Subjects: Awards, Media, Marketing

26 August 2016 10:44

7 things Nicola Tillin learned from Warc this week
 
Posted by: Nicola Tillin, Commercial Director, EMEA, Warc
 
Nicola Tillin

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.

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Subjects: Marketing, Advertising, Consumers

24 August 2016 11:40

Unilever’s Sarah Mansfield: 'More data is at the heart of everything'
 
Posted by: Lucy Aitken, Case Study Editor, Warc
 
Lucy Aitken

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…

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Subjects: Media, Awards, Marketing

22 August 2016 11:42

Why video advertising is only one piece of the puzzle
 
Posted by: Guest blog
 
Guest blog

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.

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Subjects: Media, Marketing

19 August 2016 10:20

What programmatic direct means for marketing strategies
 
Posted by: Guest blog
 
Guest blog

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.

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Subjects: Data, Marketing

15 August 2016 15:43

5 things that Nicola learned from Warc this week
 
Posted by: Nicola Tillin, Commercial Director, EMEA, Warc
 
Nicola Tillin

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.

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Subjects: Advertising, Data, Marketing

12 August 2016 10:14

Casual Introduction to [data] Planning
 
Posted by: Waqar Riaz, Cheil Worldwide
 
Waqar Riaz

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.

 
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Subjects: Data, Marketing, Brands

11 August 2016 16:20

APSOTW: 'Sam Adams' results
 
Posted by: Advertising [Planning] School On The Web
 
Advertising [Planning] School On The Web

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.

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Subjects: Advertising, Media, Marketing

04 August 2016 12:37

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