The Warc Blog

BTW. Bttry is LO! PLZ DNT 4get 2 chg 2day! :- ) THNX

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

Blog author

That's the message some Toyota owners will be getting.

From their cars!

26 May 2011, 16:34
Admap June 2011 - Are integrated campaigns effective?

Posted by: Joseph Clift, Product Manager, Warc

Blog author

By common consensus, tightly integrated campaigns, broadcast across multiple media, are more effective than "non-integrated" campaigns, which either advertise on a single channel or take a laissez-faire approach to merging channels. But new research - commissioned by the IPA, based on analysis of 250 case studies from IPA Databank, and published in an upcoming book - challenges this point of view.

It seems that, on hard business metrics such as market share changes, loosely integrated campaigns actually perform better than campaigns that are integrated around a central communication idea. Meanwhile, for soft metrics such as awareness, the opposite is true. One of the researchers, Kate Cox of MPG, has written up her findings for a paper that appears in the upcoming issue of Admap - available as a free link here. She also spoke to me about the research - and about its surprising findings.

26 May 2011, 10:24
Why Apple transcends buzz

Posted by: David Penn, Managing Director, Conquest

Blog author

It comes as no surprise to me, in a year that saw the launch of iPhone 4G and iPad, that Apple has become the world's most powerful brand, It topped the annual top 100 global brand power list, BrandZ, moving up from third place in 2009, with an 84% increase in its estimated value to $153bn ending Google's four year run at the top of the global brand power list. Yet the same report tells us on a "buzz" measure – taking in mentions on blogs, message boards and tweets – it comes fourth behind Google, Facebook and Microsoft.  A good performance, yes, but maybe not as stellar as we might expect. So does buzz matter less than we think?  Is the Apple success story more a salutory lesson in the importance of product innovation? Or is there something we’re missing here?

I get really frustrated at seeing buzz talked about purely in terms of mentions, as if it is analagous to media that can be weighed and measured. It reminds me of those neuromarketers who believe they can "reduce" emotional engagement  to a few squiggles on an EEG trace. Yes, of course buzz can be measured terms of volumes of tweets/ mentions etc,  but this is only part of the story. There’s more to buzz than how many times you get mentioned in social media. Why?

23 May 2011, 15:06
The Apple Toy Company

Posted by: Tracey Follows, Head of Planning, VCCP

Blog author

They broke the conventions of Technology by thinking about the phone as a toy.

23 May 2011, 08:11
Effectiveness – an Asian perspective

Posted by: David Tiltman, Head of Content, Warc

Blog author

After the international focus of the first day, the Asia Marketing Effectiveness Festival turned to insights from the region on the second.

Things kicked off with some interesting research presented by Dave McCaughan, Director, Strategic Planning Asia-Pacific at McCann Worldgroup, on changes in consumer sentiment in Japan following the huge earthquake. Key findings include a shift toward sustainable products and behaviours that will help Japan recover. A majority of consumers believe the private sector has a role to play in recovery, and that finding dovetails nicely with research from JWT released this week.

13 May 2011, 10:29
Emotion rules at Asia Marketing Effectiveness Festival

Posted by: David Tiltman, Head of Content, Warc

Blog author

This week Warc is attending the Asia Marketing Effectiveness Festival in Shanghai. The Festival is Asia's leading event for all things effectiveness, and this year it has split the two-day programme into an international section and an Asia-focused section. Thursday was the international day, and saw a series of interesting thinkers from overseas present their latest research on marketing effectiveness.

Many of the speakers need no introduction to the Warc audience. Ogilvy's Rory Sutherland presented his ideas on behavioural economics, Mark Earls talked about his Herd theories and consultant Peter Field presented the research he has done into the IPA case study archive and the power of creativity.

13 May 2011, 10:06
Starcom, Mars win Festival of Media Awards

Posted by: Joseph Clift, Product Manager, Warc

Blog author

Starcom MediaVest dominated last night's Festival of Media Awards, winning Network of the Year; Starcom Norway and Starcom Melbourne also finished in first and second places in the Agency of the Year award. Mars was named advertiser of the year, while the People's Award - decided, as its name suggests, by public vote - went to Mindshare Thailand's 'Life is a Musical' campaign. The ceremony came at the climax of Festival of Media, a three-day event which took place this year in Montreux, Switzerland.

As ever, the future of media was a major concern for delegates. Subjects tackled by speakers at the Festival of Media conference, which took place immediately prior to the awards ceremony, included real-time bidding, DSPs and the rising popularity of social media and mobile: all issues that touch on people's changing media consumption - and marketers' ability to measure these changes. And this interest in the new and the next carried through to the Awards' Hot New Company prize, which went to Simulmedia, the creators of a new targeted TV advertising platform.

11 May 2011, 14:39
Investing your money - just to be sociable

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

Blog author

LinkedIn, the professional social-networking site, may not best meet consumer expectations when it comes to the Ideal for social networking. But it certainly seems to be exceeding investor expectations.

Given the import and influence of social networking sites in marketing and consumer outreach, we added the category to this year's Customer Loyalty Engagement Index. While there are a lot of nascent social networking sites out there, only five brands were mentioned enough times to be included in the survey. They ranked as follows:

10 May 2011, 16:59
Reconstructing the Buzz around Political leaders

Posted by: David Penn, Managing Director, Conquest

Blog author

Conquest’s survey used a new tool called infeXious® (which measures the potential of ideas, brands or personalities to become socially infectious) and we expected Clegg to emerge strongly on measures of contagious potential like buzz and charisma. Yet the figures suggested that, despite Clegg’s seemingly stellar performance in the leaders' TV debate, he was only slightly ahead of Cameron in these areas> Where Clegg scored best was more in terms of personal engagement with voters - they ‘warmed’ to him, felt closer to him than to Cameron and also liked his energy and enthusiasm. He also benefited hugely from the element of surprise- they just didn’t realise he was that good in front of a TV camera!

However, what was also clear from the study was that, despite his lead over Cameron in terms of personal engagement, Clegg had not won the debate on core policy issues. Cameron was ahead on key issues such crime, immigration and the family - giving him a platform from which to attack Clegg in subsequent debates. Indeed Clegg led in only two areas: political reform and trust in politics. So while Clegg’s persona was a little more infectious than Cameron’s, his policies were not.

09 May 2011, 10:31
BBDO leads the way at the 2011 Effies

Posted by: Joseph Clift, Product Manager, Warc

Blog author

The full list of winners of the 2011 North American Effies have been revealed, and it's great news for BBDO Worldwide. The agency network beat out its rivals by winning 12 awards - including four for BBDO New York - with Saatchi & Saatchi and Leo Burnett the second and third most-successful networks on nine and eight wins respectively.

Other top performing brands include Snickers, Toyota, U by Kotex and Walgreens, which all won three North American Effies. Campaigns for Wrigley's 5 Gum, IBM, and Snickers' "You're not you when you're hungry" all won Global Effie awards.

06 May 2011, 15:39
 

Blog Search