The Warc Blog

The final frontier: Customer expectations

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

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Comedian Louis C.K. does this marvelous bit where he berates consumers about how spoiled they are about technology today. How folks have come to take for granted what a mere decade ago would have been called 'science fiction.' How, he says, "Everything is amazing right now and nobody's happy." Or satisfied.

Mr. C.K. tells the story about someone making a mobile call who pushes the phone's "call" button and becomes immediately impatient about how long it takes to get connected. Louis screams, "Give it a second, it's going to space! Can you give it a second to go to space?"

29 November 2011, 17:00
Think of me as evil? Or laughable?

Posted by: Left Field

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I find myself once again moved to speak out against another piece of 24 carat nonsense – this time in the shape of the PIRC report into the ethics of advertising: "Think of me as evil?". I speak as someone who is in many ways supportive of the underlying aim of the authors: to stem the tide of unsustainable consumerism that threatens to irreparably harm the planet.

Sadly, I fear the report does more harm to this cause than good.

29 November 2011, 15:16
Dell's content strategy

Posted by: David Tiltman, Head of Content, Warc

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This week saw the WOMMA Summit take place in Las Vegas. Word-of-mouth is a particularly hot area at the moment, and it’s always interesting to see how brands plan around it – how do they set up their marketing and PR with word-of-mouth in mind, how do they work with content?

One session that struck me as particularly interesting came from Jonathan Byerly, Chief Content Strategist at Dell. His session has been nicely summarised by writer Steven Van Belleghem. Thanks to Steven for allowing us to share his summary (see his blog for further coverage), and thanks to Asit Gupta of Chinese WOM company Advocacy Asia for highlighting it.

18 November 2011, 10:17
The other IPA Awards

Posted by: Joseph Clift, Product Manager, Warc

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As ever, the announcement of the 2011 IPA Effectiveness Awards earlier this month was one of the biggest UK ad industry events on the calendar. But the Effectiveness Awards weren't the only prizes handed out by the IPA in November. The inaugural IPA Media Owner Awards were announced in London on Tuesday night, with Google, Specific Media and The Register among the winners.

The awards were decided in two ways: eight prizes were handed out based on submissions from the industry, while a further eight were based on results of the IPA's ongoing online surveys of media owners.

17 November 2011, 10:34
Holier than thou about media research with holes in it

Posted by: Thinkbox

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Neil Mortensen, Thinkbox's Research & Planning Director, questions the validity and conclusions drawn from some media research...

The time has come to draw a line in the sand about shoddy media research giving distorted and meaningless 'advice' to advertisers. Enough is enough.

09 November 2011, 16:02
The new multicultural mandate

Posted by: Geoffrey Precourt, US Editor, Warc

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Multicultural marketing in the US is taking on new dimensions. Back in September, Nielsen unveiled data at an ARF Advertising Week event that showed just how rapid the take-up of smartphones among the Hispanic, Asia-Pacific and African-American populations was. In fact, members of these communities are switching to smartphones far more quickly than the non-Hispanic white population.

When it comes to embracing new technology, these communities are looking at far more than just smartphones. As Jon Gibs, Nielsen SVP/analytics, stated in September: “These populations are much more active in social media.” Kraft Foods is one example of a brand that has adapted its multicultural marketing activity to reflect these new realities.

07 November 2011, 16:54
Spirituality meets capitalism

Posted by: David Tiltman, Head of Content, Warc

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AdAsia 2011 in New Delhi wrapped up with a third day of conference sessions, culminating in a talk by Indra Nooyi, Chairman and CEO of PepsiCo. She talked eloquently about Pepsi’s attempts to build a long-term vision in an unstable financial climate. The volatility of the last few years, she said, had forced businesses to change the way they plan. “The book has not been written on this topic. We’re writing it as we go along.”

However, the session that drew the most gasps from the audience was undoubtedly the first one of the day. This was a talk from Swami Sukhabodhananda, a spiritual leader and founder of the Prasanna Trust. It’s certainly the first time I’ve seen a spiritual leader talk at an ad conference. Topics included why men should love their wife’s nagging, the evils of consumerism that is rooted in personal ambition, and the need to think more widely about the impact our actions have on the world (he denounced plastic bags as “evil”). Questions from the conference delegates included how they could align his teachings with consumerism, and the merits of vegetarianism.

04 November 2011, 02:30
India – building share vs building markets

Posted by: David Tiltman, Head of Content, Warc

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After the celebrity-fuelled excitement of day one, day two at AdAsia 2011 in New Delhi was noticeably more low-key. That said, there were still some big names from the marketing world.

Other standout sessions included a talk by Chris Thomas and Simon Bond from BBDO on ‘acts, not ads’ – a reference to the power of ideas that inspire consumers to act. The talk featured a number of cases available on Warc: Aviva’s Great Wall of Education, Gillette WALS (both from India) and the Walkers Sandwich campaign from the UK.

02 November 2011, 17:06
Flags, anthems and Shahrukh Khan. And some brand stuff too...

Posted by: David Tiltman, Head of Content, Warc

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This week Warc is reporting from AdAsia, a major conference for the Asian marketing industry. The event takes place every two years under the auspices of the Asian Federation of Advertising Associations (AFAA), and the 2011 conference is being held in New Delhi.

Speakers on day one included Interpublic CEO Michael Roth and Harish Mahwani, Chairman of Hindustan Unilever. But the show was well and truly stolen by Bollywood superstar Shahrukh Khan, who appeared to the sound of hundreds of cameraphones clicking away. Proceedings were delayed after he had finished as he was mobbed by photographers and autograph-hunters.

01 November 2011, 18:03
Mythbuster: Take a wider view of digital

Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

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Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that ‘accountability’ and ‘effectiveness’ are valued.

Listen to any speech at any marketing conference these days, and, before long, the brave new world of evaluation in a digital age is celebrated. This new world means no adspend is wasted. Uncertainty is eliminated. And we have full accountability, as the evaluation game is raised to hitherto unknown heights.

01 November 2011, 16:31

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