The Warc Blog

Tom Goodwin's six content considerations for 2017

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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Tom Goodwin, Head of Innovation at Zenith, speaking at a recent NewsCred event, noted that as the media and technological landscape evolves, consumers are no longer actively searching out content; in a "post-digital age", he said, content will increasingly come to consumers. There are "huge threats and huge opportunities" in this environment, he added.

He advised that marketers should be mindful not to get carried away with the latest tech, observing that many marketers, and indeed consumers, are guilty of "fetishising technology too much". The marketing solution is simple: "put people first".

24 January 2017, 12:00
Launching a brand in Egypt, programmatic tactics and screaming billboards: Highlights from the AME Awards 2016

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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The AME Awards went live on Warc this morning. The AME Awards for advertising and marketing effectiveness honour work that demonstrates ground-breaking solutions to marketing problems. There were 47 case studies in total, which Warc subscribers can browse here. EXIT-Deutschland, an anti-fascist charity, won the grand trophy. You can find out more about the AME Awards here but if you’ve only got time to read a few I highly recommend the following.

EZDK Zentrum Demokratische Kultur: Nazis against Nazis - Germany's most involuntary charity walk

01 March 2016, 11:39
Highlights from CASSIES 2016: Vokens, new usage occasions, real-time OOH, 'moment' marketing & a memorable mnemonic

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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The CASSIES (Canadian Advertising Success Stories) are now ready for warc.com subscribers to read! The CASSIES recognise and reward the business effectiveness of Canadian advertising. There were 38 case studies in total, which Warc subscribers can browse here . Always, the feminine hygiene brand’s #LikeAGirl campaign and “Groceries Not Guns”, a campaign for Moms Demand Action for Gun Sense in the US, shared the Grand Prix prize. But if you’ve only got time to read a few I highly recommend the following.

Mark’s: Ready for winter

29 February 2016, 16:43
Highlights from DMA Echo Awards: Happy hounds, selling virtual cars, drinkable ads and stunt marketing

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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The DMA International ECHO Awards 2015 went live on warc.com last week. The awards are given to campaigns that have the power to change business. Each winner has the perfect combination of visionary strategy, compelling creative and breakthrough results. There were 64 case studies in total. Here are my highlights.

Pedigree, the pet care brand, made the world a happier place for dogs in New Zealand by creating a radio station, K9FM, specially designed to alleviate the loneliness and boredom experienced by home-alone dogs. The station played classical music for its calming effect on dogs and their owners were invited to call the station so they could directly interact with their home-bound hounds. This purpose-led and emotive approach worked: within 2 months of launch Pedigree sales hit a 3-year high.

14 January 2016, 16:56
Privacy and the importance of "informed choice"

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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Who owns your data? Who has access to it? How is it being used? Can it, will it, ever be used against you? How is data being managed? And can data ever discriminate? These were some of the important questions raised at a recent debate hosted in London by The Foundation, an independent growth and innovation consultancy.

Information is multiplying and in many ways is making life simpler and more convenient, but, according to Charlie Dawson, founding partner at The Foundation, people are becoming more and more aware that their entire lives can be "captured, examined and publicised" and so "consequences are starting to emerge", he warned.

13 November 2015, 11:30
Highlights from the Warc Prize for Connection Strategy: Channel attribution, partnerships, social listening, and reaching 'media dark' consumers

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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The Warc Prize for Connection Strategy Awards went live on warc.com last week. These awards focus on channel ideas that deliver brand advantage. It is a global case study competition that looks for excellence in connection strategy, channel analysis and measurement. Coca-Cola, the soft drinks giant, won the Grand Prix. I've dug a little deeper to highlight a selection of content that I found particularly noteworthy.

Lowe's Fix in Six: A sensation in six seconds

04 November 2015, 13:05
Highlights from Warc Prize Asia: storytelling, brand purpose and utility

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

Blog author

The Warc Prize for Asian Strategy Awards went live on warc.com last week. These awards recognise and reward great strategic thinking in marketing in the region. Idea Cellular, the Indian mobile network operator, won the top prize. There are 80 winning and shortlisted papers in total which Warc subscribers can view here. I highlight a selection of content, mostly from the long tail, that I found particularly noteworthy.

Volkswagen Hong Kong: Project Polo – turning probationary drivers into professional ones

04 November 2015, 11:27
Key ingredients for marketing to 'Foodies'

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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Alexandra Curley, Insights Director at Spinnaker, a digital marketing agency based in London, shared findings from its new report, Defining Foodies, at a breakfast event held in central London last week. This explores the growth of the Foodie phenomenon and seeks to understand the attitudes and behaviours of Foodies, people it defines as having "a particular interest in food".

Although the term 'Foodie' has been around since 1980, in recent years there has been a notable increase in all things food which has fuelled an interest in such things as home-baking, food provenance, authentic ingredients and pop-up restaurants.

27 October 2015, 16:34
Humour, agility, purpose and utility: Highlights from the APG Awards 2015

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

Blog author

The APG Creative Strategy Awards went live on warc.com today. These awards recognise the central role of planning and are dedicated to inspiring the exchange of ideas and expertise on how business can benefit from creative thinking. Or in other words, they celebrate the 'lightbulb' moment. This Girl Can, a campaign devised by FCB Inferno for Sport England, won the Grand Prix and I've dug deep into the 60-strong case studies to showcase campaigns that demonstrate how to overcome a variety of marketing challenges.

Three: #holidayspam

19 October 2015, 16:34
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