The Warc Blog

Warc Advertising Research 2011: A video preview

Posted by: Joseph Clift, Product Manager, Warc

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You've got just a couple of weeks left to book your place at Warc's Advertising Research 2011 conference. Ahead of the event, which takes place in London on September 14th, I've been talking to Jo Rigby, Research Director for the EMEA region at Omnicom and one of the day's presenters. She'll be providing a media agency perspective on one of the major challenges facing today's market researchers: how to strike a balance between using traditional techniques and the new research methods made possible by the digital revolution.

Rigby's guidance on this issue is clear, and should strike a chord with many delegates: researchers should not get "carried away" in uncritically embracing the new, but at the same time, should not reject out of hand the potentially rich insights offered by digital techniques. As so often, taking a "holistic view" is the way to go.

30 August 2011, 13:24
Positive Hate

Posted by: Antonis Kocheilas, Managing Partner / Planning, LOWE Athens

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Here’s a little song for anyone who’s ever hated.

In the key of Grrrr.

30 August 2011, 12:28
Happy Soldiers, Clemenger BBDO scoop Aussie Effies

Posted by: Joseph Clift, Product Manager, Warc

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The Australian Effies, one of the biggest events on the calendar for Australia's ad industry, were handed out last night. And there must have been mixed feelings for (former) creatives at Happy Soldiers. Having shut up shop earlier this year, the small Sydney-based independent agency won both the Grand Effie and a Gold in the Most Original Thinking category for its work with Tontine, a local manufacturer of pillows and blankets.

Happy Soldiers was praised by the Effie judges for its originality and the "outstanding" results it delivered for the client. From an agreed sales goal of a 30% uplift, the campaign actually achieved a boost of 345%.

26 August 2011, 10:44
Brands and Asian women

Posted by: David Tiltman, Head of Content, Warc

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This week’s Economist takes a look at an interesting demographic trend in East Asia – a fall in the rate of marriage. On the back of growing wealth and new opportunities in the workplace, many women in markets like Hong Kong, Taiwan, South Korea and the richer parts of China are delaying marriage or opting not to marry at all.

The report includes some startling statistics. For example, the number of children per woman in East Asia has fallen from 5.3 in the 1960s to just 1.6 now.

19 August 2011, 14:31
Brand meets boy, brand loves boy, brand takes out restraining order against boy

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

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It's your classic romantic plotline. Brand meets boy (Abercrombie and Fitch meet Jersey Shore's Michael Sorrentino, a.k.a "The Situation"), brand loves boy (A&F market t-shirts bearing the slogan "The Fitchuation"), brand leaves boy (A&F publicly requests The Situation stop wearing the brand and makes an offer of an undisclosed sum to him.)

We've commented before on what happens when love between brands and celebrities goes sour but this is a completely new type of co-branding situation (that pun intended). The union between "The Situation" and A&F was never even legal: Sorrentino isn't, and never has been, a paid spokesperson for the brand. A&F was just doing what clothing retailers do these days: re-appropriating and re-purposing pop-culture phenomena.

18 August 2011, 16:42
APG Creative Strategy Awards shortlist announced

Posted by: Joseph Clift, Product Manager, Warc

Blog author

The Account Planning Group (APG) has just announced the shortlist for its Creative Strategy Awards. In all, from over 100 entries 26 campaigns are still in the running, and Warc subscribers can access the full case studies here.

Browsing through the shortlisted campaigns reveals a notably broad range of product categories, creative approaches, media mixes, and budgets. But one thing the cases have in common is that they are all examples of great strategy. They'd make very interesting - and instructive - reading to all marketers, not just planners.

15 August 2011, 10:42
What the UK riots told me about social media

Posted by: James Aitchison, Director, Warc

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Social platforms have been in the headlines recently for their use in the organisation of the shocking riots that have taken place in various UK cities. This simply confirms the dark and extreme ramifications of what marketers have known for a long time: people are now connected in ways that circumvent traditional structures of communication and control.

But social media and the riots came together in a different way this week - for me, at least - to underline a home truth that all marketers need to know: the targeting of advertising on social media remains in the Stone Age.

12 August 2011, 11:12
Tiger Woods gets clocked

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

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There's a Russian proverb that advises, don't stop and watch the clock. Do what it does and keep going. But what do you do when the clock watches you? And then it stops.

That's what happened to Tiger Woods. Unable to stage a professional comeback, and reclaim a significant element of what made him a "human brand," luxury watchmaker, Tag Heuer, became the latest corporate sponsor to end its association with fallen golf superstar.

10 August 2011, 17:01
An update on the 2011 IPA Effectiveness Awards

Posted by: Joseph Clift, Product Manager, Warc

Blog author

It might seem a long way away - the ceremony takes place towards the end of the year, after all - but this year's IPA Effectiveness Awards are steadily working towards their conclusion. The 2011 event is open to campaigns with budgets of up to £2.5m only; "big-budget" and "small-budget" campaigns are considered on alternate years. And the word from the IPA is that they've received 28 entries for 2011 from as far afield as Colombia and China.

The IPA has also provided a breakdown of the various media used for each entry, and it seems that, for today's marketers, having comparatively little money to spend is not much of a barrier to putting together an ambitious media plan. The typical 2011 campaign used six different channels to get its message across; this compares to just over nine for winning cases in 2010, the most recent "big budget" year. Also, the most-used channels for 2011 entries were TV and campaign websites, with online display and PR close behind.

08 August 2011, 11:14
The digital revolution: Old TV shows

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

Blog author

Digital streams of CBS's older television shows are helping boost its bottom line. CBS announced that their profits doubled for the past quarter - $395 million, as compared to $150 million for the same time period a year ago.

"How?" you ask, "if nobody is watching as much traditional TV anymore." Well, time spent in front of the old TV – super-sized flat-screen or not – may be down, but watching of TV shows is up – particularly old shows sitting in CBS's library of programs of older shows via digital streaming screens.

04 August 2011, 10:15
 

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