David Tiltman, Head of Content, Warc
This week Warc is reporting from the Asian Marketing Effectiveness festival in Shanghai. The event showcases effective work from across Asia, and looks at new ideas of how marketing works in this part of the world.
Warc will be running a full conference report on the event. But as a taster, it’s worth highlighting the entertaining talk by Charles Wigley, Chairman of BBH Asia and the chairman of this year’s Warc Prize for Asian Strategy, and Rob Campbell, Regional Head of Strategy at Wieden & Kennedy.
Their theme? Five wrongheaded ideas that simply won’t go away.
1. The death of TV
It’s not dead, as rising TV adspend around the world shows. In fact, TV remains the best way to reach a brand’s infrequent users – exactly the people who can drive a brand’s growth.
2. All you need is love
The idea that consumers ‘love’ a brand is mistaken. They love brands, but that is different from loving a single brand. Brands cannot rest on their laurels, and must constantly earn the respect and attention of consumers.
3. Everyone wants to join in
We have become obsessed with social media and participation in campaigns, but a lot of the metrics around this area (such as ‘Likes’) are almost meaningless. The fact that Lionel Richie’s clay head from the 1984 song Hello has 10,500 Facebook fans shows how meaningless some of these numbers are. The truth is that the people who don’t want to join in with campaigns are exactly the people who are key to growth – namely, infrequent buyers.
4. Pre-testing makes everything better
Pre-testing leads to advertising that does not scare anybody. But this is producing identical advertising - think the standard shots of cars, or the family around the table.
5. London and New York know absolutely everything
Funnily enough, they don’t. In particular, they often misunderstand the differences between consumers in Asia and the West that affect the way communications is consumed and the messages that work.
You can see the Slideshare presentation below – thanks to Rob for posting.
Stay tuned to Warc’s conference reports page for the key insights and a full event write-up.