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."
This is a guest post by Mark Middlemas, Director of Communications, Northern Europe, RadiumOne
There are three particular characteristics of the way that fans of the upcoming European Football Championships intend to consume its content that provide a veritable goldmine for marketers to exploit. These are the huge amount of second-screening that will go on during TV broadcasts and the increase in the amount of football-related content being shared online and through what channels this will be done.
I've just come out of a dispiriting advertising research briefing and I wish I could time-travel back to 1974. The briefing was dispiriting because we're in danger of testing an early-stage, pre-production, TV advertising execution with qualitative research when we should be using the research to understand how the execution works in the hearts and minds of our target audience, and to provide objective feedback on the strengths and weaknesses of that execution. This research should be an aid to decision making, not act as judge and jury, handing down a 'Go/No Go' verdict. It's this idea of 'testing' that is so dangerous. And I've said all this.
This is a guest blog written by Jose de Cabo, co-founder, Olapic
Marketers have heard the mantra "content is king" so many times now they are probably saying it in their sleep. But producing enough engaging material is going to be the biggest content challenge for UK marketers in 2016, according to the Content Marketing Institute. The reality is, it's difficult and expensive to continuously create quality content from scratch. The cost of developing enough owned content to meet the pressures and demands of always on communications is simply unsustainable for most brands.
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…
This post is a response to the article Ditching targeting for mass marketing is going back to the dark ages written by Professor Mark Ritson in Marketing Week. Ritson was commenting on a report by Warc - Mars looks beyond targeting - on a speech given by Mars Global CMO, Bruce McColl.
Mark Ritson writes: "It is impossible to teach targeting to MBA students these days without extensive reference to Ehrenberg-Bass and its theories" (Marketing Week, April 2016). That's quite a compliment given that Mark says he almost never brings academic research into the classroom.
Yet WARC invited me to write a reply to Mark's article because it seemed to criticise the Ehrenberg-Bass Institute's conclusions about the need for broad reach in order to deliver brand growth.