The Warc Blog

DOOH's "virtuous cycle"

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

Digital out-of-home (DOOH) is set to benefit from a "virtuous cycle" as new technologies and capabilities connect screens and locations with smartphones, beacons and even virtual reality, according to a recent report from the IAB.

The "Digital Out-of-Home Buyer's Guide: How to reach the on-the-go consumer" was developed by the IAB's Digital Out-of-Home Task Force – a group comprising 22 members including Intel, AT&T AdWorks and NBCUniversal.

20 April 2016, 11:27
Understanding the big issues of 2015

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

Despite the wintery weather afflicting parts of America - or, perhaps, to escape from it - Warc's US reporting team has been back on the conference trail in recent weeks.

One event seeking to cut across some major reoccurring themes we've been hearing about - such as evolving research techniques, big data, the changing face of media and emerging technology - is The Big Rethink, being convened by The Economist and taking place on March 5th in New York City.

18 February 2015, 15:37
Warc Prize Social: A view from the client side

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

Last week's announcement of the inaugural Warc Prize for Social Strategy highlighted some great examples of social media activity having tangible business effects. And the campaign that impressed our panel of judges most of all was Mariachi, by AMV BBDO for snack brand Doritos, which took the Grand Prix. (Subscribers can view all of the winning case studies here.)

But what made some of the entrants stand out from others? One of the panel of judges that decided this year's awards – Michelle Klein, a VP at Smirnoff, the Diageo-owned vodka brand – pointed to cases that told their story succinctly, made judicious use of data and proved a sustainable long-term impact on the brand being advertised. Speaking to me in New York ahead of the announcement, Klein also offered some pointed advice for next year's entrants, and discussed how she manages an "inherently social" brand.

15 April 2014, 15:27
Senior marketers join Warc Prize judging panel

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author Warc has announced judges from Coca-Cola, Nike, Reckitt Benckiser, Yahoo and a raft of top international agencies to award the $10,000 Warc Prize for Ideas and Evidence.

The Prize – which is free to enter – is a global search to identify innovations in effective integrated communications.

It offers a cash prize of US$10,000 to the author(s) of the best case study from any discipline, country or budget size which is uploaded to www.warc.com/prize by May 11.

Alex Bogusky, chief creative insurgent of MDC Partners and founding partner of Crispin Porter + Bogusky, will chair the Prize's judging panel.

From the client-side, this panel now includes Simon Pestridge, global brand director, sportswear at Nike and Linda Kovarik, regional creative director, Asia Pacific for Coca-Cola.

They will be joined by Charlotte West, the regional marketing director for Reckitt Benckiser in South Asia.

Laura Chaibi, director of EU research at Yahoo, Tim Broadbent, global effectiveness director of Ogilvy & Mather Beijing and Gabriel Saenz de Buruaga, co-ceo of Havas Digital will all represent the ad industry.

Nigel Morris, ceo of Aegis Media North America, Tony Wright, chairman of Lowe + Partners Worldwide and John Woodward, planning director of Publicis Worldwide are also on the panel.

For any queries regarding the Warc Prize, see www.warc.com/prize or email warcprize@warc.com.
15 April 2010, 10:26
UK adspend set to rise in Q3

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

The UK ad market will return to growth in the third quarter of this year for the first time since 2008, a new forecast from the Advertising Association and Warc predicts.

According to figures from The AA/Warc Expenditure Report – more details about which are available here – total adspend in the country is estimated to have fallen by 12.7% in 2009 on an annual basis, at current prices.

09 February 2010, 10:13
US marketers plan to spend more on social media

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

A poll of more than 2,300 marketers in the US by Marketing Sherpa has found that the vast majority plan to increase their spending on social media this year.

Companies in the retail and e-commerce sector showed the greatest enthusiasm, but CPG brands still appeared to be among the most hesitant.

The organisation also surveyed 1,300 consumers, and discovered that 61% of "Max Connecters", or netizens with at least 500 social media "connections", "follow" brands to learn about new products and features.

By contrast, 64% of more "typical" web users said their main reason for doing so was to learn about special offers and deals.

05 February 2010, 09:13
Promotions may not benefit brands, IPA warns

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

A report released today by the IPA, the UK advertising industry body, has warned that the increased use of promotions could ultimately have negative results for brands.

Its study, Price promotion during the downturn: shrewd or crude?, quotes figures from the Institute of Sales Promotion suggesting that promotional expenditure will soon leapfrog adspend levels in the UK.

04 February 2010, 09:01
Marketers still using financial metrics

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

Most marketers in the US and Western Europe are still looking to financial metrics when assessing their campaigns, a new survey has found.

As reported in more detail by Geoffrey Precourt, Warc's US Editor, a poll of nearly 200 senior executives revealed that net profit and sales levels are among the measurement tools marketers see as being the most useful.

03 February 2010, 09:01
What will the next five years bring?

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

An interesting new report from ESPN, Mindshare and Unilever has attempted to predict what the media industry will look like in five years time.

The study sketched out four possible futures, and it is clear that, whatever happens, many content providers – be it media owners or brands – are going to have to change their ways.

01 February 2010, 17:45
Is 2010 the year for mobile?

Posted by: Stephen Whiteside, Reports Editor, Warc

Blog author

As companies from Google to Best Buy turn their attention to mobile advertising, could 2010 be the year when the medium finally makes its mark?

Given the widespread popularity of devices like Apple's iPhone, and the increasing interest among advertisers in augmented reality, it seems that the stage could be set for real developments in this area.

01 February 2010, 08:52
 

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