The Warc Blog

Our risky obsession with shiny new tech

Posted by: John Ounpuu, Co-Founder, Modern Craft

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About 2,500 year ago, Chinese military strategist Sun Tzu observed that "tactics without strategy is the noise before defeat". I often wonder what he'd think of modern marketing.

Consider—Facebook's newly announced virtual reality browser for Oculus has marketers buzzing. The notion that a brand might reach VR users through a website instead of a standalone app is undeniably fresh and compelling.

25 November 2016, 10:17
IJMR Editor's Blog: Why are polls getting it so wrong?

Posted by: Peter Mouncey, Editor-In-Chief, IJMR

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IJMR special issue

The USA has a new president-elect this week, but was this the result that the USA pollsters expected?  The polls were showing a close race for the White House, but the majority predicted a slight Clinton lead, which turned out to be false.

10 November 2016, 10:23

Posted by: Edward Bell, CEO, FCB Greater China

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As we've all no doubt heard by now, China is retooling its economy. In a case of 'what got you here won't get you there', declining global demand for manufactured goods combined with a desire to climb up the IP food chain has meant that China has hitched its wagon to the innovation train. But how committed are they?

Regardless of what is to come, some large strides in this direction have been made already. Where intercity travel used to take days in old rattlers, China today has the world's most extensive high-speed rail network. Today's China produces 100 million graduates a year who are unfamiliar with the hardships of their parents. The so-called 'workshop to the world' now submits more patent applications than any other country, has committed 2.5% of GDP to science and innovation and RMB 6.5 billion purely for student entrepreneurship, as a counter to the Silicon Valley effect.

03 November 2016, 15:07
Time to move beyond #unstereotype

Posted by: J. Walker Smith, Executive Chairman, Kantar Futures

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With Unilever starting to see positive results from its much publicised new purposeful approach, Kantar Futures executive chairman J Walker Smith says it's time for brands to set rather than simply follow this new agenda.

Unilever's shift in tactics towards advertising with purpose seems to be working. According to the company's executive vice president of global marketing Aline Santos, speaking at Advertising Week in New York in October, pursuing the #unstereotype initiative to end female stereotyping has produced ads that are "more relevant to consumers and connect more deeply with consumers."

02 November 2016, 11:53
What we have here... is a failure to communicate

Posted by: Eaon Pritchard, Head of Strategy - Government Services, Dentsu Aegis Network, Australia

Blog author

The announcement that Google has made small but significant adjustments to the way it handles the personal data collected from Google product users and the 'behavioural' data via its ad network, DoubleClick came and went with surprisingly little commentary.

In case you missed it, the previous policy had been:'We will not combine DoubleClick cookie information with personally identifiable information unless we have your opt-in consent'.

01 November 2016, 15:49
The changing nature of content marketing metrics

Posted by: Clare Hill, Managing Director, Content Marketing Association

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Do clicks, likes and shares tell the whole story?

In this guest blog, Clare Hill, managing director of the CMA, looks at the challenges facing brands and agencies as they seek to prove ROI for their content marketing output.

27 October 2016, 15:04
Four data lessons from history

Posted by: Richard Shotton, Head of Insight, ZenithOptimedia

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The trade press overflows with interesting predictions about the future of advertising.

But there's a problem.

18 October 2016, 10:57
Dark social is less murky with a big enough idea

Posted by: Nigel Hollis, Chief Global Analyst, Millward Brown

Blog author

With a world of information and entertainment at our fingertips, expectations of immediacy are higher than ever – but so too is the desire to connect with others. Social media is a powerful force for brand building, and one which is destined to become even more important in future.

While many marketers are fixated on trackable platforms like Facebook and Twitter, most social conversations happen through dark social platforms like WhatsApp, Messenger, Snapchat and good old fashioned text. The world of social sharing is far bigger than that considered in most digital media plans. The dark social space within this world is still considered to be largely off the radar – but it's a space that can help brands to offset ‘digital deficit disorder', amplifying their content to reach a much wider audience.

11 October 2016, 16:57
A good walk spoiled: The problem with moral licensing

Posted by: Richard Shotton, Head of Insight, ZenithOptimedia

Blog author

"All truly great thoughts are conceived by walking." Or so said the half-crazed philosopher, Friedrich Nietzsche. Brian Wansink took that one step further and conceived a great advertising thought while getting others to go walking.

Wansink, professor of psychology at Cornell University, recruited 56 subjects to walk a mile route. Half were told to test an MP3 player as they walked, stopping off at six places along the route to monitor sound quality. The other half were told the walk was exercise, and asked to monitor energy levels at the same set places. After the walk they returned their results, collected payment and were told they were free to go. Before they left they were invited to an all-you-can eat buffet the university had laid on.

03 October 2016, 14:36
The IPA introduces Effectiveness Week

Posted by: Joseph Clift, Product Manager, Warc

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Since their launch in 1980, the IPA Effectiveness Awards (the full archive of which is available for subscribers) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach. The announcement of the awards winners, every two years in November, is therefore one of the ad industry's most closely-watched events.

This time around, the IPA has expanded its programme: from the traditional black-tie awards evening to a five-day festival of marketing effectiveness. Effectiveness Week, launched at an event in London yesterday, takes place on the week of October 31st, with the awards themselves handed out on November 2nd. The programme includes over 50 speakers, with a mix of presentations and seminars taking place across 11 different venues. And it won't be a closed forum for agencies: the IPA is aiming to have 50% of attendees and participants coming from the client side.

06 September 2016, 15:23

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