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What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.
It’s a question we’ve all asked ourselves as we scroll through yet another smug status update or toss our phone across the room because we didn't match a row of colourful candy: is all this digital distraction actually good for us? One thing’s for sure: digital media has been blamed for a lot of society’s ills.
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.
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.
This year's North American Effie Awards bestowed its top prize to Moms Demand Action, the US pressure group for gun control, for its 'Groceries not guns' campaign.
One of the most effective campaign strategies is to go big, aim to stoke people's emotions and focus on a social issue.
SXSW Interactive is one of marketing and tech's biggest trade shows, with over 30,000 attendees.(Warc was there this year too, and you can read our reporting from the event here.
Use a “soft launch” for a new strategy. Aim to get a real, human insight to inform the creative.
Christmas isn't just the busiest sales period for the UK's retailers, it's also the time when they unveil their biggest, brightest and most expensive-to-make ads.
Earlier this week, we announced the results of this year's Warc Prize for Innovation at an event in London.
Earlier this year, we announced the Warc 100 – our ranking of the smartest marketing campaigns and companies of the year, based on their performance in effectiveness and strategy awards.
Neuroscience is becoming an increasingly hot topic among marketers – and has now, officially, reached its "dipping point".
One of the main reasons we set up the Warc 100 – our ranking of the world's 100 smartest campaigns, based on their performance in effectiveness and strategy awards over the previous year – was to reward those planners who know how to put together a great case study.
Ask anybody about what comes to mind when they think about Brazil, and it's likely they'll reel off a long list including great beaches, beautiful people and – with the recent World Cup still in people's minds – football.
Our new Warc 100 rankings, released last week, collect together a truly global array of campaigns. Listed according to their success at effectiveness and strategy awards over the past year, the collection of the world's 100 smartest campaigns highlight a big industry trend: the increasing recognition of the great work being done away from the Anglosphere.
We like to see our Warc 100 rankings – our list of the 100 smartest campaigns of the past year, measured by their performance in effectiveness and strategy awards – as a way for marketing companies to benchmark their performance against their peers.
Great strategies can have unpromising beginnings. That's one big message from ' Car Creation ', our number 10-ranked campaign on this year's Warc 100 – our ranking of the 100 smartest campaigns in the world.
The Warc 100, our ranking of the world's smartest ad campaigns, recognises those campaigns that have done particularly well at the world's effectiveness and strategy awards over the past year.
We launched the inaugural Warc 100 today . It's a ranking of the world’s best campaigns based on their performance in effectiveness and strategy competitions over the past year.
The presentations, seminars, forums and workshops at the Cannes Lions International Festival of Creativity seemed to be near-universally well-attended this year.
The 2014 Cannes Lions International Festival of Creativity may be finished for another year, but there’s still a lot to be learned from last week's events on (and off) the Croisette.
What's the future of planning? A large question and – as Martin Weigel, head of planning at Wieden + Kennedy in Amsterdam pointed out in a Warc session at the Cannes Lions today – a question that makes a "large assumption".
In yesterday's Warc session at the Palais des Festivals, part of the 2014 Cannes Lions International Festival of Creativity, we learned from a panel of planners about the ever-strengthening link between creativity and effectiveness in the ad industry.
In news that will come as no surprise to anyone who has attended an ad industry event in the last 20 years, one of the most-discussed topics at the 2014 Cannes Lions International Festival of Creativity is how agencies and clients should best respond to consumers' changing digital behaviours.
How should agencies balance the need to showcase a great creative idea with the need to prove great strategy and business results? A pertinent question for planners, as well as for us at Warc – as publisher of the Creative Effectiveness Lions, Cannes' awards for those campaigns that demonstrate strong effectiveness for clients over time.
Joe Clift is a Digital Product Manager at Warc.