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Best of 2015: Planners look to agility

News, 01 January 2016

Agility and social media were prominent topics on the list of most read Warc papers dealing with strategy and planning in 2015.

Strategy in 2015: Agility versus the 'big idea' discussed the notion that marketers are increasingly using data to drive an agile response to consumers at the expense of more traditional strategies that look to "big ideas".

Strategic ideas may become closer to long-term "guide-rails" for brands over time, allowing communications (and, indeed, product development) to evolve without the need for a replacement 'big idea' every few years.

The second most-read article related to social media. In Warc Trends: Seriously Social 2015 - How social strategy can drive business results, Peter Field analysed the shortlist of the Warc Prize for Social Strategy 2015 and offered up four takeaways.

These included the need for paid social as organic reach declines, the importance of originality for campaign success, a focus on customer acquisition rather than retention and the advice that social-led campaigns should be linked to between three and five other channels for maximum effectiveness.

Asia Strategy Report: Insights from the Warc Prize for Asian Strategy 2014 took the third spot.

Cultural insight remains key to Asian marketing, it advised, and that requires local-market work or the reinterpretation of ideas from elsewhere to match Asian tastes and behaviour.

Interestingly, it also found that Indian strategies tend to deliver more 'hard' business metrics than those from other Asian markets, and have a distinct media approach and creative culture.

The fourth most-read piece drilled down into a very specific area. TV strategy: The optimal TV ad length reported that all ad lengths can be equally persuasive, but shorter ads are best suited to simple/singular brand messaging.

Time-pressed planners were also interested in anything that makes their lives easier. Advertising strategy: Copy for faster strategy suggested they stop thinking of their brand challenges as unique and instead learn from others who've faced similar problems. Which is where Warc comes in.


For more details about the most read papers on Warc in 2015 on other topics, visit our Most Read page.

Data sourced from Warc