The Warc Blog

Best of the best: Hybrid consumers, total video and how to get investment for your brand

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

Amidst all the new content we've recently added (like Esomar Congress papers, Jay Chiat case studies and the shortlisted cases to our own Innovation Prize) here are my must-read picks – five stimulating, enlightening articles on topics as diverse as hybrid consumers, total video and winning boardroom-backing for brand investment.

I'd recommend browsing the other Atticus papers if you get a chance but a few other highlights include:

22 October 2014, 14:01
Warc 100: The thinking behind the Overstay Checkout - Q&A with Lach Hall

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

The Warc 100 rankings list campaigns according to their success at effectiveness and strategy awards. Overstay Checkout for Art Series Hotels, the innovative campaign by Naked Communications Melbourne, was ranked fifth.

We talked to Lach Hall, co-author of the case study, about eureka moments, why we need effectiveness awards and his top tips for writing better case studies.

28 July 2014, 11:28
Warc 100: Which nation is the smartest?

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

We recently released the Warc 100, our ranking of the world's smartest ad campaigns. To create it, we tracked 75 effectiveness and strategy competitions and 1773 competition winners to discover the 100 smartest marketing campaigns in the world.

From this data, we've also found out which countries, product categories and agency types are producing the smart campaigns.

15 July 2014, 09:24
Warc Webinar: What the planning industry needs to learn from China

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

On Thursday, Rob Campbell, Regional Head of Strategy for Wieden + Kennedy in Asia, will be discussing his experiences as a planner in China, and what planners elsewhere can learn from his time in the world's most populous nation.

As a taster, here is the video of one of the case studies he will be discussing – it's the Nike China 'Greatness' campaign, which last year won a Silver, plus the Cultural Connection special award, in the Warc Prize for Asian Strategy.

05 March 2014, 14:56
'Made In': How 'Country of Origin' can affect consumer choice

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

Where a product comes from is a bigger driver of consumer choice than price, availability and style, according to new research.

FutureBrand Worldwide launched its new Made In: The value of Country of Origin for future brands report in London yesterday with presentations from Christopher Nurko, its global chairman, and Tom Adams, its global head of strategy.

04 February 2014, 11:22
Meet the Future Shopper

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

The needs of consumers remain the same as they have ever been but the expectations of how businesses meet those needs have changed. This was the line that Henry Tucker of The Futures Company and Steve Mader of Kantar Retail were keen to stress at this morning's launch of their new report: "The Future Shopper".

Despite all the technological change of recent years, technology should confine itself to a supporting role in shopping – it is more important to focus on consumer attitudes. In this respect, a new age for shoppers is here, brought about as people worldwide have come to accept that the economic pressures first caused by the financial crisis are likely to stay for longer than previously expected. It's made consumers concerned about their own financial prospects and suspicious and distrustful of businesses.

12 March 2013, 16:45
Infographic: Are you taking social seriously?

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

Last year, we saw the majority of advertising campaigns feature some use of social media. No longer a niche channel, brands have taken to Facebook, Twitter and Weibo with enthusiasm, trying to engage in stronger relationships with their customers. But is it worth it?

Here at Warc, we recently analysed almost 800 campaign case studies for our Seriously Social trends report. Amongst our findings, we discovered that the presence of social media is no guarantee of advertising effectiveness. From those that have shown excellent social use, we've distilled the important lessons that you should apply to your future campaigns.

18 February 2013, 11:12
Seriously Social: Top 15 social brands

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

Which brand owner creates the most effective social media campaigns? While we were searching the Warc database for case studies to feature in our newly-released Seriously Social trends report, certain advertisers cropped up time and again. To determine which advertisers make social media work particularly hard for their brands, we looked at all of the award-winning social media cases on Warc from October 2008 to December 2012, and produced this table of top social brands.

Most featured brands/brand owners in award-winning social media cases on Warc

1 Unilever, 2 P&G, 3 Kraft, 4 Mars, 5 Coca-Cola, 6 McDonalds, 7 Frito-Lay, 8 Toyota, 9 Microsoft, 10 Heineken, 11 Diageo, 12 American Express, 13 AT&T, 14 Volkswagen, 15 Samsung
Source: Case Studies on Warc, October 2008-December 2012 from Seriously Social, warc.com

As you can see, Unilever leads the pack by a long way, and is followed by fellow fmcg giant, Procter & Gamble. This was despite one of our other findings - that the household and domestic sector underindexes in total number of social media campaigns. However, campaigns for both the food and drink categories are far more likely than average to employ social media touchpoints, and take positions 3-7 in the table.

For more on how to make social media work for your brand, supported by exclusive Warc data and brand case studies, read the Seriously Social report. Subscribers can download it in full and summary versions on warc.com; non-subscribers can view a sample or buy it from the Warc Store.

25 January 2013, 14:38
Infographic: UK ad market - what happened and what's next?

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

The Warc/AA Advertising Expenditure report shows that UK advertising spend (excluding direct mail) grew by 2.8% in 2011 reaching £14.4 billion in total. Growth is expected to continue in 2012 with new forecasts predicting a 3.8% increase, well ahead of growth across the rest of the UK economy. 2012 growth forecasts identify internet (up 8.9%) and out-of-home (up 5.0%) as the strongest contributors during the Olympic year.

These forecasts show renewed optimism for the UK and for our leadership in the digital economy. Our latest infographic gives you an invaluable snapshot of what happened and what's to come. Click the image to see the full size infographic.

27 April 2012, 13:36
Information is Beautiful Awards

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

Blog author

"Information visualisation is hot!" say the team at Information is Beautiful and I'd have to agree with them. Creator David McCandless has long been championing the use of data visualisation and infographics to make sense of the vast amounts of information we're bombarded with on a daily basis and now Information is Beautiful has launched its own annual Awards.

Anyone can submit their own information art and be recognised for its combination of utility and beauty. It's $10 to enter and there's a total of $30,000 in prize money to be awarded, across varying categories. As you would expect, there's an infographic to explain it all.

20 March 2012, 12:42
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