The Warc Blog

Wieden + Kennedy, DDB celebrate at Cannes

Posted by: Joseph Clift, Product Manager, Warc

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Winners of the 2010 Cannes Lions - the premier ad event in Europe, and perhaps the world - were announced last week, with Wieden + Kennedy Portland winning two grands prix and other top awards going to agencies including DDB London and Crispin Porter + Bogusky.

The integrated grand prix at Cannes went to the Nike Chalkbot, developed by Wieden + Kennedy Portland for the Tour de France, the world's biggest bike race. To promote the client's LiveStrong initiative - strongly associated with Nike brand ambassador and multiple Tour-winner Lance Armstrong - at the event, people were encouraged to send in messages via digital media platforms including Twitter, which were then automatically painted onto the course by the Chalkbot itself.

28 June 2010, 14:47
Common Cause

Posted by: CHALLENGER PROJECT, eatbigfish

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by Olivia Knight

The brand world’s current obsession with ‘Creating Communities’ is not surprising really. It’s the logical evolution in brand communication from the autocratic to the democratic. We’ve long since rejected the one-way brand monologue in favour of a two-way conversation with our consumer so we can immediately see the value and reward in creating active consumer communities who talk not just to us but each other. And of course the internet’s ability to break down traditional geographical boundaries has made the idea of global communities of brand fans possible with communication and collaboration easy and efficient.

24 June 2010, 15:07
War Does Not Determine Who’s Right. Only Who’s Left.

Posted by: Robert Passikoff, President, Brand Keys, Inc

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It used to be that the worth of a book was measured by what the reader could carry away from it. Now, it seems, worth is being measured in how the books are actually carried. And what that’s worth has started a war – the price war of the e-readers.

Barnes & Noble reduced the price of its Nook e-reader from $259 to $199 this week and also said that they would release a lower-priced, WiFi-only version for $149, making it the first under-$200, full-featured e-reader that offers free 3G and WiFi connectivity. Not to be undersold, Amazon cut Kindle prices by 30%, from $259 to $189.

24 June 2010, 14:37
Beer Buyer Belts Backslide

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author

Part-time philosopher and full-time drinker, Homer Simpson, once noted “beer is the cause and solution to all of life's problems,” and it seems he’s right on both counts – at least when it comes to the US brewing industry this summer. The $100 billion industry is staggering into the critical selling season with the industry in its weakest position in years. Sales for the 11 biggest brands are down and only 4 of the top 30 are posting any gains at all.

Despite massive media support, the big brewers have seen their leading “lights” – Bud Light, Coors Light and Miller Lite – shares decline. Bud Light is down nearly 6%, the first negative year in the brand's 28-year history. MillerCoors’ Coors Light and Miller Lite, down 0.5% and 8% respectively.

24 June 2010, 14:37
Value thinking

Posted by: Waqar Riaz, , Cheil Worldwide

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‘Take a look at the collaborative video we started, and then film what happens next. We'll rotate a selection of the clips we receive on this page, and add the best ones to the video. The final video will be featured on the Gmail homepage and seen by users worldwide’. In 2007, this is how Google started one of the best co-created communication pieces for Gmail. As a result – the entire world came out holding video cameras and letter ‘M’. Hats off to the thinking of Gmail Labs.

So, what actually made people so interested in doing what they did for Gmail? In my opinion a good product is a ‘product’ of focused thinking, value optimisation and not merely dreams and hopes. Google doesn’t sell dreams – it simply brings Value to all of us.

18 June 2010, 15:14
Being a Father Means You Always Need Another Tie!

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author A day born in a daughter’s memory and gratitude for her father looks to be turning into a $10 billion dollar retail holiday this year. OK, not quite as much money is spent on Father’s Day as it is on Mother’s Day. That’s the usual pattern, and anyway, Mother’s Day comes first. But this year’s average spend is up 5%, about $115.00 to recognize Dad. Where will that money be spent? Our survey found the following:

Gift cards 30%
Clothing 26%
Electronics 20%
Tools/Automotive 17%
Wine/Alcohol 5%
DVDs 2%

The biggest change from last year is that more consumers report they will be buying electronics (up +12%). That includes phones and would seem to indicate that people are feeling more secure about the economy and are willing to spend a bit more. Sales of wine and alcohol are down slightly, but that was never a really good indicator about consumer economic expectations no matter how many people said that the economy was driving them to drink! And anticipated clothing purchases are up, but retailers could always count on the perennial Father’s Day tie.

There’s a fairly even distribution in terms of where consumers will be shopping for dad’s gift, although – perhaps reflecting more confidence in the economy and a willingness to spend a bit more on Dad – Discount Stores as location-of-choice is down, but Department Stores are up:

Discount Stores 35% (down 4%)
Department Stores 30% (up 10%)
Specialty Outlets 15% (down 5%)
Online 18% (about even with last year)
Catalog sales 2% (down 6%)

The concept for Father’s Day began in 1909 in Spokane when Sonora Dodd, held a Father's Day celebration on June 19, 1910. By 1956, Father's Day had been recognized by a Joint Resolution of Congress and in 1972 President Nixon established a permanent national observance, held on the third Sunday of June.

There’s an old saying that a father carries pictures of his children where his money used to be. This year’s spending seems to indicate families are trying to acknowledge precisely that particular circumstance!

Happy Father’s Day to all!
17 June 2010, 13:56
Y&R, Jung von Matt take top honours in Shanghai

Posted by: Joseph Clift, Product Manager, Warc

Blog author

June's always a busy time for ad events, and this year's no exception, with the North American Effies already announced and the Cannes Lions beginning on Sunday. But last week it was the turn of the New York Festivals' International Advertising Awards, held in Shanghai, China.

At the event, Young & Rubicam and Jung von Matt, Hamburg won Agency Network and Agency of the Year respectively - after winning the highest number of individual gold, silver and bronze medals. All in all, Y&R picked up nine golds, 13 silvers and 15 bronzes, along with 53 Finalist Certificates. For its prize, Jung von Matt won ten Gold World Medals, seven silver, ten bronze and 19 Finalist Certificates.

16 June 2010, 11:22
It’s A Capital Mistake To Theorize Before One Has Data. And Sometimes When You Do!

Posted by: Robert Passikoff, President, Brand Keys, Inc

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For example, about a month ago when BP’s Deepwater Horizon oilrig exploded our Brand Keys metrics predicted the negative change in consumer loyalty and engagement to the brand. This was via our predictive fusion of emotional and rational assessments, and the finding that the BP brand moved from #1 to last in the loyalty rankings. We predicted that move would significantly harm BP’s bottom line. Moves like that always do. And yet other’s data didn’t quite line up with that.

YouGov’s BrandIndex polls 5,000 consumersdaily about brand preferences and provides rational brand insights. They didn’t believe BP would suffer at the pump.In fact, YouGov’s data showsthat consumers’ general impression of BP was still positive.

15 June 2010, 19:54
Nike: Co-writing the future

Posted by: Waqar Riaz, , Cheil Worldwide

Blog author

Less than a month ago Nike launched its classic world cup epic 'Write the Future'. From the moment of its launch I had a feeling that this work will soon be changing the future for Nike itself.

The best way to prove or disprove the above hypothesis was to start analysing the way Nike 'Write the Future' was taking off. Usually, communications need a good period of time to be analysed, however, in the case of Nike four weeks were more than enough to experience the impact of its communications. Today, 'Write the Future' has become a worldwide phenomenon - and people across the world are continuously contributing to its success.

15 June 2010, 15:41
Short-termism: The single greatest threat facing marketing

Posted by: Left Field

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The Chinese philosopher Lao Tse is supposed to have written that 'a journey of a thousand miles must begin with a single step'. These days we might talk about 'quick wins' or 'low hanging fruit'. There is nothing wrong with this of course, so long as it doesn't cause you to lose sight of the ultimate destination.

14 June 2010, 11:50
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