The Warc Blog

One year on from our 2016 trends, how did we do?

Posted by: David Tiltman, Head of Content, Warc

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We’re getting ready to launch Toolkit 2017, our guide to six trends we think will have an impact on marketing in the year ahead.

This will be the sixth year we have run a Toolkit. The report, which we’ll be running once again in association with Deloitte Digital, draws on Warc’s best practice papers, articles, case studies and research to pull out some key lessons for marketers.

22 November 2016, 10:23
How do you deliver 'strategy beyond campaigns'?

Posted by: David Tiltman, Head of Content, Warc

Blog author

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.

08 June 2016, 12:37
So we've made a few changes…

Posted by: David Tiltman, Head of Content, Warc

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Over the past few months, we have been working behind the scenes to update and upgrade Warc's site structure. Our goal has been to make our content easier for you, our users, to find.

Today we've launched the first phase of these changes, so you should notice a few differences as you navigate around the site.

25 October 2015, 10:05
12 campaigns that show 'sharing' works

Posted by: David Tiltman, Head of Content, Warc

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James Hurman, Admap columnist and founder of Previously Unavailable, has just posted his annual 'Cases for Creativity' essay. And he draws some interesting conclusions about what is 'working' in marketing.

In 'Cases for Creativity', posted on the Gunn Report, James identifies campaigns in the previous year that have won both Cannes Gold and Effie Gold.

15 January 2015, 14:37
Social: a channel or a strategy?

Posted by: David Tiltman, Head of Content, Warc

Blog author

I spent Tuesday this week at the IPA's Eff Fest - a conference in London that looked at different aspects of 'effectiveness'. (Watch out for a full write-up in the coming days on Warc's event reports section.)

The session I really wanted to attend was the update from #IPASocialWorks, a collaborative effort between UK trade bodies such as the IPA, the Marketing Society and the Market Research Society, with backing from several social networks. Their goal is to try to provide some guidance on how best to measure social media (and they were clear to make a distinction between 'counting' and 'measuring').

16 October 2013, 08:44
Three lessons from the launch of Ad Works 21

Posted by: David Tiltman, Head of Content, Warc

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This morning saw the official launch of Ad Works 21 - the book of cases from the IPA's 2012 Effectiveness Awards (which is published by Warc).

The launch was marked with a breakfast session featuring Marie Oldham, Chief Strategy Officer at MPG Media Contacts and Convenor of Judges for the awards, and David Golding, Founding Partner of Adam & Eve DDB, who talked through the Grand Prix-winning case study for John Lewis.

06 February 2013, 16:35
The surprising truth about tablets

Posted by: David Tiltman, Head of Content, Warc

Blog author

The start of the year is predictions time. Here at Warc we've launched our Toolkit 2013 report on the challenges of the year ahead. We've also run a slew of forward-looking pieces from around the industry.

One set of forecasts I keep an eye on each year is Deloitte's TMT (technology, media, telecoms) predictions. The report, out this week, is based on the company's own research, plus input from all over the media industry, and always makes for an interesting (and sometimes counter-intuitive) read.

15 January 2013, 15:43
I-COM preview: Five key issues for online measurement

Posted by: David Tiltman, Head of Content, Warc

Blog author

Later this month, the I-COM Summits take place in Rome. I-COM (or International Conference on Online Media Measurement to give it its full title) is one the world’s biggest gatherings of online data types, and takes place every two years. Warc is a media partner, and we’ll be bringing all the key insights and arguments together in a series of reports (keep an eye on the Event Reports page).

I attended the last I-COM in Lisbon in 2010. It was an eye-opening experience – at a time when it was de rigueur to say that digital was the most measurable medium, it came as a surprise (to me at least) just how much debate there was over the validity of a lot of online data, and which metrics were actually meaningful.

04 October 2012, 16:54
Creativity and effectiveness at Spikes Asia

Posted by: David Tiltman, Head of Content, Warc

Blog author

This week Warc is covering the Spikes Asia event in Singapore, a festival for the best of the region’s creativity.

The event, which culminates in the Spikes awards ceremony, includes several days of conference, bringing together Asia’s creative industries to discuss new ideas and the best of Asian marketing.

18 September 2012, 08:57
Asian marketing: Continuing the Conversation

Posted by: David Tiltman, Head of Content, Warc

Blog author

Last week Warc Asia held its inaugural Warc Conversation event in Singapore. The goal of these informal, after-work events is to share some best practice and get people talking about some of the emerging issues in Asia’s marketing industry.

And we were lucky enough in our first session to have two particularly outspoken (and, needless to say, very experienced) panellists to help: Charles Wigley, Chairman of BBH Asia and also chair of the 2012 Warc Prize for Asian Strategy; and Tim Broadbent, Global Effectiveness Director at Ogilvy.

16 May 2012, 09:24
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