The Warc Blog

The ten types of challenger brand

Posted by: CHALLENGER PROJECT, eatbigfish

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By Adam Morgan

Over the years the Challengers we have worked alongside have tended to share common experiences and face common threats, and have therefore drawn on similar principles in order to succeed. But the narrative they tell is of course not always the same. Much depends on the individual identities of the people or brands themselves, and also on the particular strategic stance that each unique Challenger has chosen to employ. Across the last decade we have indeed met many Goliath-slaying Davids, yet we have also met many other characters less celebrated in the Challenger conversation.

28 February 2011, 12:45
What marketers can learn from Mobile World Congress

Posted by: Paul Berney, Chief Marketing Officer & Managing Director, Europe, Middle East & Africa, Mobile Marketing Association

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Earlier this month, 60,000 people gathered in Barcelona to visit the 1,400 exhibitors from across the global mobile eco-system at Mobile World Congress. As proof of the continued worldwide growth of mobile marketing, one of the main themes of the show this year was mobile marketing and advertising, with a number of seminars and keynotes focused on topics such as integrating mobile into broader advertising campaigns, the effectiveness of multimedia mobile advertising and personalisation and privacy.

Despite the fact that the show is very technology driven, with high emphasis on tablets and smartphones, there was also a growing sense of the developing 'consumer centric' world; all consumers are mobile consumers. The future is irreversibly mobile and its acceleration is down to consumers using their mobiles as a fundamental accessory in their lives - both work and play - and taking control of their interactions with the brands and organizations around them. This new world of consumer centric engagement can and will deliver value to brands and marketers, but it requires a new way of thinking.

28 February 2011, 12:33
Why clients and their agencies need relationship counsellors

Posted by: Judie Lannon, Editor, Market Leader

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The psychologist Oliver James recently quoted research which said that in the 1950s, two out of three women said they would marry someone they didn't love. The same question asked recently produced 95% saying they would only marry for love. This led him to conclude that many women are unhappy today because their expectations are too high and they are too fussy. (More than one friend has despaired of her daughter's tendency to rank, order, rate and make lists of good and bad points of perspective mates - dangerous territory.)

It may seem a ridiculous leap of logic but something along these lines may be at the root of client and agency relationships. When full service agencies were in their heyday, it was fashionable to speak of clients as marrying the big, solid, reliable one, but occasionally straying into dalliances with a small alluring shop promising fabulous creative. That, at least, was a metaphor everyone understood. The big agencies cooked dinner, washed clothes, took the children to school, did the housework, provided comfort and reassurance and generally kept the show on the road, while the small ones provided the fireworks sex.

24 February 2011, 14:45
And the Oscar for ROI goes to . . .

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

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The Academy Awards, aka "The Super Bowl for Women", often comes in as the second-most viewed annual TV event. Last year the Oscars bounced back up to 41.3 million viewers, the largest audience they had seen for 5 years, and we’re predicting an even bigger jump this year. But these days if you’re looking for winners, it’s better to bet on engagement than it is on the number of eyeballs watching.

ABC has sold out their 30-second ad spots for a reported $1.7 million each. But while we wait for the numbers to come in, we’d like to point out that the investment of millions of dollars doesn’t have to be done in a vacuum. Engagement metrics can advise advertisers whether they’re making good or bad investments, can be done for any brand, for any media, and – most importantly – can be done before you spend your money.

24 February 2011, 12:20
MWC11 - Harnessing people power - thoughts on eco-friendly mobiles

Posted by: Scott Seaborn, Head of Mobile Technologies, Ogilvy Group UK

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Let's consider for a moment that unglamorous object which has (quite literally) over the past two decades powered the mobile revolution. The humble battery. The problem is with batteries is that they're not very nice.

I cannot imagine how many get thrown away each year, or what their half-life is in terms of decomposition. With over 4 billion mobiles in the world, surely this is an environmental crisis waiting to happen? We carry mobiles with us as we move around, just as we do with the watches that we wear. Watches can wind and charge themselves up with kinetic energy - why not mobiles? Personal power generation is nothing new, but my view is that it is something not publicised enough. We all know about the wind up radio or torch but what about the mobile equivalent?

22 February 2011, 16:45
Social lives of consumers

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

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A colleague and I were talking about a brand the other day. That’s not surprising. We do that professionally every day. And which brand it was isn’t important. What is important though is how impressed we were with one particular commercial that had been recently introduced for the brand.

The thing was that we hadn’t actually seen the ad – not in the traditional sense of the word “seeing,” if the first image that entered your head when you thought about seeing a commercial is sitting in front of an HDTV watching a commercial break. How we saw this ad was completely personal: my colleague’s daughter had tweeted her a note to check a posting she’d made on her Facebook wall for a link to the YouTube-located commercial that she’d had been alerted to by a co-worker on LinkedIn.

20 February 2011, 15:19
Discounting brand equity

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

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Super Bowl ads are always good for a tweet or two—or thousands, it turns out, if you are Groupon and it’s your very first time at the grown-up’s table. Perhaps somebody should have told Groupon that what you pay all that money for when it comes to Super Bowl advertising is a guarantee of attention, and that you really don’t have to go out of your way to denigrate an entire culture in order to get it.

This year’s Super Bowl was a $3 million opportunity to move people closer to the Groupon brand. Whoops! Perhaps they needed one of those reverse-beeping systems that are on garbage trucks to warn corporate headquarters that some folks might want to back up at the offensiveness of highlighting the heart-wrenching plight of the Tibetans and then assuring everyone that it is okay because we’re still able to get those nice Tibetans to make us an amazing fish curry, and get it at a cheap price.

19 February 2011, 15:19
MWC11 - Mobiles and The Cloud - "What were the clouds like when you were young?"

Posted by: Scott Seaborn, Head of Mobile Technologies, Ogilvy Group UK

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The keynotes at this week's Mobile World Congress were silver lined with talk of "The Cloud". Ericsson and Microsoft were two prime examples (HTC also has a similar strategy) of putting the cloud front and centre of their offerings and strategic road maps.

All of Ericsson's communications channels are delivering the message 'Network Society', as was their president and CEO, Hans Vestberg, in his keynote speech on Tuesday.

18 February 2011, 16:01
DEAs announced - Urgent Genius search begins

Posted by: Joseph Clift, Product Manager, Warc

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The DEA Awards - recognising the best in UK design - were announced yesterday evening in London. And it was Waitrose's essential range - a low-cost line for a high-end British supermarket chain - that scooped the top prize. This continues an impressive run for the campaign, which also won Gold at last year's IPA Effectiveness Awards. Both of these case studies are now available to warc.com subscribers - as is a further essential Waitrose case study from Admap, which spotted the campaign's potential back in April 2010.

But this weekend, attention will turn to iris' Urgent Genius competition. This new ad award is based around small teams producing topical work at short notice; "newsjacking", as those in the know are calling it, involves brands putting out marketing messages that build buzz off the back of news events.

18 February 2011, 13:00
The late Borders bookstore

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

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It’s been said that a good book has no ending. The same, unfortunately, cannot be said about bookstores themselves.

Borders, the bookstore chain that helped pioneer book-superstores that up put many local bookshops out of business, announced it plans to close about 200 superstores over the next few weeks and filed for bankruptcy protection yesterday, indicating that they did not “have the capital resources it needs to be a viable competitor.”

17 February 2011, 18:17
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