The Warc Blog

Moment marketing is where the magic is

Posted by: Lucy Aitken, Case Study Editor, Warc

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On the eve of the deadline for the Warc Media Awards, Lucy Aitken, Case Study Editor, Warc, considers how moment marketing could make an impact on this year's entries

The deadline for entries for the Warc Media Awards approaches and entries are starting to arrive. Already, there's a body of evidence showing how smarter comms planning helps campaigns be more effective, from a car brand that successfully used CRM data to help convert online forms into test drives to an IT brand that boosted lead generation through an effective partnership.

14 September 2016, 12:25
3 APAC picks from Cannes Lions

Posted by: Katie Sterling, Client Services Manager, Warc

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Coverage of the Cannes Lions inevitably focused more on the best-in-class from Europe and America. We know from Warc's coverage of the Cannes Creative Effectiveness Lions 2016 that 59% of Case Studies came from Europe and 34% from North America compared to 21% from Asia and 12% from Australia & New Zealand respectively.

However, what this region lacked in quantity, it made up for in sheer quality, with markets like India and Australia over-indexing in the number of campaigns shortlisted (vs. those submitted). Below are the Warc Singapore office's favourites from the Cannes Creative Effectiveness winners:

07 September 2016, 12:20
An interesting take on innovation: Nivea and the pooping seagull

Posted by: Katie Sterling, Client Services Manager, Warc

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At Warc, we tend to showcase the best-in class rather than examples that didn’t quite meet the mark. However, in the news recently was the story of Nivea and the advert that Sir John Hegarty, Cannes Lions judge and BBH founder, described as “the most stupid thing he’s ever seen”.

To quote the Nivea “Care from the Air” voiceover, the problem to solve was that “Everybody understands the importance of sun protection…except the ones who need it most - our kids”. The solution they arrived at was less obvious- a seagull that targets, hunts down and poops on UV exposed children.

02 September 2016, 12:03
Microsoft's Paul Davies: Automation could return marketing to the board room

Posted by: Lucy Aitken, Case Study Editor, Warc

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Paul Davies, UK CMO, Microsoft, is judging the Effective Use of Tech panel at this year's Warc Media Awards. Paul is also Chairman of UK advertiser trade body ISBA.

Warc's Lucy Aitken spoke to him about how accurate forecasting could help transform marketing from a cost centre into a revenue generator.

26 August 2016, 10:44
Unilever’s Sarah Mansfield: 'More data is at the heart of everything'

Posted by: Lucy Aitken, Case Study Editor, Warc

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Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards. She is responsible for a total media spend of €1 billion. 

Warc's Lucy Aitken spoke to her about mobile, moment marketing and why Ben & Jerry's sells even when it's raining…

22 August 2016, 11:42
Heineken's Ron Amram: Why sponsorship is more than a media buy

Posted by: Lucy Aitken, Case Study Editor, Warc

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Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards. A serially decorated marketer, Amram has led the Heineken team to 20 Cannes Lions awards.

Warc's Lucy Aitken spoke to him about how sponsorship goes beyond a media buy, leveraging passion points, and getting his brand into 'non-American football.'

17 August 2016, 16:27
Starcom's Paul Wilson on scaling innovation

Posted by: Lucy Aitken, Case Study Editor, Warc

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Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.

Warc's Lucy Aitken interviewed him earlier this month.

12 August 2016, 16:16
May I ask a personal question?

Posted by: Faris Yakob, Co-founder, Genius Steals

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When someone says that, what are they asking? They're asking for permission to enquire about something you may not be comfortable talking about because it's private. It's not something you would normally share publicly, hence the need for permission. (Especially if you are British.)

What makes something personal? Uniquely yours, concerning your private life (is that still a thing?), your emotions, desires, hopes, dreams, relationships, secrets. This is an interesting inversion, since the root of the word - persona - literally means 'mask': the kind worn in Graeco-Roman drama.

08 August 2016, 11:10
The Next Rembrandt

Posted by: Joseph Clift, Product Manager, Warc

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It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn.

And the work picked up two Grands Prix at the Palais des Festivals last month.

21 July 2016, 17:17
Social Prize shortlist: HSBC, Halifax, Emirates NBD, and Mastercard

Posted by: Lucy Aitken, Case Study Editor, Warc

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Four out of the 30 shortlisted papers for this year's Warc Prize for Social Strategy were from financial services brands. For a sector renowned for uninspiring advertising, that's a pretty good result. Perhaps what's more surprising is that the four campaigns could not be more different, incorporating an insight-driven database, a content-rich campaign designed to simplify finance, a push for student accounts and a nudge to get thinking about your retirement years.

HSBC's 'The People You Will Meet At Uni WIll Shape Your Life', through We Are Social in London, targeted new undergraduates with a novel approach. It didn't involve a free railcard (the incentive offered by rival Santander) or more money on their overdraft or a good old-fashioned cash incentive (always welcome). Instead, it focused on the more emotional aspects of being a student, the fact that those years will pave the way for your adult life, not just in terms of what you study but in terms of your friends and peers the influence they will wield. While we were talking through the papers the other day, one judge mentioned he was involved with fundraising efforts at an American university and said: 'This tapped into a very powerful theme. I know how many people would say that their time at university changed their lives.' Business-wise, a different judge commented on how it 'pushed people down the funnel with different executions', while another saw potential as a long-term positioning for HSBC in trying to win favour with a student crowd. And if a bank manages to hook in an undergraduate, that's a huge win in the long-term, potentially leading to higher value transactions like mortgages and pensions.

11 July 2016, 16:51
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