The latest content on Warc includes a comprehensive guide to programmatic, winning essays from the Admap Prize on building brands in the digital age, cases from the 2014 US Effies and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Warc’s Programmatic Primer
Our new Programmatic Primer is a marketer’s guide to the online advertising ecosystem, written and curated by US digital marketing expert, Ted McConnell. It includes the key players in the system, expert commentary and a series of in-market use cases.
And register for our Programmatic Primer Warc Webinar with Ted McConnell on 17 June (you can watch the webinar after the event if you can’t make it for the live cast).
How brands are built in the digital age
The digital era has opened up new ways of building brands, but have brands adapted to the opportunity offered? The following three papers are the Gold, Silver and Bronze winners respectively of the 2014 Admap Prize which invited essays on this topic.
The age of less: How brands are built in the digital age (open access) sees Megan Averell of GalKal claim that most brands have failed to adapt to the opportunities of the digital era.
Why we need to learn to manage emotions in the digital age (open access) features Sarah Morning of Dare argue that the key to brand building lies in engaging through regulating our emotions.
And in Statics and Flows: The creation of brand fame in the digital age Peter Buckley of MEC argues that the key to digital brand building is the creation of self-perpetuating brand fame.
North American Effie Winners
The North American Effies honour the region’s smartest campaigns, with Gold winners from the recent 2014 awards including:
U by Kotex: Generation know - a campaign that added meaning to the Kotex brand by creating a social movement that informed and empowered young women on issues surrounding feminine health.
Effortless meals by Coke and Walmart - a shopper marketing campaign that promoted the pairing of deli meals with Cola-Cola, targeting busy mothers with young kids.
Kmart’s Ship my pants - a humorous campaign that solved a serious business problem for the retailer, out-of-stock inventory.
Pantene weather program: a digital in-app ad campaign in which the P&G haircare brand partnered with the Weather Channel and Walgreens.
Reports from Internet Week New York share digital innovations from Mondelez, Papa John’s and Citi.
Coverage from MMA Forum in New York reveals the mobile strategies of AT&T and Chrysler.
Research at Thinkbox in London presented five different types of TV advertising and suggested that TV remained the most effective medium.
Esomar Asia Pacific showcased new research techniques and consumer insights to drive NPD, brand positioning and advertising.
Profit from the sharing economy
The new consumer and the sharing economy, the latest in Havas’s Prosumer series, discusses changing attitudes towards consumption globally, the rise of the sharing economy and the opportunities this presents for brands.
Warc at Cannes 2014
We’re running sessions throughout the week of 16 June in Cannes showcasing the smartest industry thinking with some of the biggest names in the advertising business. Reserve your place now at warc.com/cannes2014.
Warc Webinar: The most social bank
Register now for Tips from the most social bank in New Zealand, a Warc Webinar on 19 June on how a bank in New Zealand created a world-first: a home loan powered by social media.
Warc Prize for Asian Strategy 2014
The Warc Prize for Asian Strategy celebrates the smartest strategic thinking in Asia. It closes for entries on 3 July so register now to stake your claim to the $10,000 prize fund.