The Warc Blog

What do you get when you cross a tablet with a smartphone and a notepad?

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

Blog author

No. Not a joke. And not a set-up for a joke.

Two years ago, in examining the leading-indicator values and expectations of the then-nascent "tablet" category, we commented that consumer values dealing with tablets and telecommunications seemed to be criss-crossing, the result being tablet attribute, benefit, and values fusing with something that let you make a call. That's the nice thing about real loyalty metrics. They're leading-indicators, meaning signs of what's going to happen in the next 12 to 18 months.

28 February 2012, 12:28
Chevrolet and the rise of social TV

Posted by: Geoffrey Precourt, US Editor, Warc

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The undercurrent of the Association of National Advertiser's 2012 Association of National Advertisers' (ANA) TV & Everything Video Forum was that television still remains a vital beast in brand marketing. But television and streamed video – a partnership often delivered simultaneously on a variety of screens – will become a powerful monster in the near future.

Bill Duggan, the ANA executive vice president who opened the day's program, anchored the assembly discussion in three data points:

22 February 2012, 12:45
And the Academy Award for engagement goes to...

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

Blog author

The Academy Awards are considered to be one of the biggest entertainment draws of the year, sometimes called the "Super Bowl for Women." True, female ratings have been down. Overall ratings too. Last year's viewership was down about 10% from the year prior. And they haven't been doing all that well with those yearned-for younger viewers either.

As to that last point, last year the Academy went with the youngest co-hosts in its history – Anne Hathaway and James Franco – who got really bad reviews and didn't bring in the younger, hipper viewers, who, one can only suppose, were supposed to have identified with them. The Academy was going with Eddie Murphy this year, but he bailed and Billy Crystal stepped in. Well, what can you say about that choice? Mr. Crystal, a 9-time host, can entertain with the best of them. But he's 63 so not precisely a poster child for that coveted 18–34 year engagement Madison Avenue's always looking for.

21 February 2012, 09:31
Building Brands in a Conversable World

Posted by: Waqar Riaz, , Cheil Worldwide

Blog author

People like talking to other people and sometimes their talks also involve brands. However, people don’t talk about brands in a too-good-to-be-missed-life-changing advertising style, but in an open and honest way.

It is critical to understand that talking is natural human behaviour and not something triggered by modern technologies. Technologies are only making sharing, visibility and generation of human conversations more convenient and accessible. Today, what is troubling the marketing world is a tiny element of human conversations, which have been in existence long before digital technologies arose.  A recent report from Google confirms that there are 3.3 billion mentions of brands in a day of which only 5% or 0.16 billion are online.

12 February 2012, 23:55
Mythbuster: Reach is still paramount

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

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A while back, we found ourselves in the pub. A digital planner was talking about her latest campaign, and we asked how many people it reached. "Reach?" she sneered, "it's not about reach any more."

Grrrr… Her Kronenbourg-fuelled outburst betrayed an all too common point-of-view now. In the old days, goes the argument, you needed big audiences. These days, our communications are more finely targeted, more interactive, more engaging. Reach no longer matters.

02 February 2012, 16:07
How to win a Lion in 2012

Posted by: Joseph Clift, Product Manager, Warc

Blog author

Agencies around the world are rushing to finish their entries to this year's Cannes Lions. The Creative Effectiveness category – cases for which are published by Warc – will be closed on February 17th, while the deadline for all other Lions is March 9th. But what makes a winning case study? Cannes Lions CEO Philip Thomas offered some answers to this question at a sold-out seminar held at the IPA in London today.

For Thomas, the event has transformed over recent years into a "huge mashup", attracting an ever-more-diverse selection of attendees and prize entrants. The global south and east are increasingly represented among the winners, with South Korea, Romania and China scooping their first-ever Grands Prix in 2011. Agencies no longer have a stranglehold on the awards, with Google also taking a Grand Prix of its own last year for its first-ever TV ad. And, with clients making up 20% of the 2011 festival's attendees, the actual business effects of the campaigns are becoming increasingly important. "It's creativity that really shifts the needle," Thomas added. "And it's a really big deal for clients to realise that."

02 February 2012, 14:05
Where have the populist advertising ideas gone?

Posted by: Paul Feldwick, Admap Columnist and Consultant, Paul Feldwick Ltd

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Where, oh where has the populist advertising idea gone? Those stories that charmed, or tugged hearts, or raised chuckles, and justified the term 'campaign'?

Seamus O'Farrell, director of communications, The Prostate Cancer Charity

01 February 2012, 17:20
New on your marketing toolkit for 2012

Posted by: James Aitchison, Director, Warc

Blog author

The latest highlights in our monthly editor's newsletter of new content on include our new 2012 Toolkit to help you with the challenges of the year ahead, winning case studies from the Canadian CASSIES and analysis of the most recent IPA Effectiveness Awards. And there's an update on the Warc and Admap Prizes.

Marketing toolkit for 2012

01 February 2012, 17:11
Feeling the Pinch: An update on the UK consumer

Posted by: Joseph Clift, Product Manager, Warc

Blog author

In these times of economic volatility, rising unemployment and fears of a double-dip recession, gauging consumer attitudes towards financial matters has become ever more important to both governments and businesses. In the UK, The Futures Company has been conducting an ongoing research project on the topic since 2008, entitled Feeling the Pinch. And its latest results, discussed at a briefing in London earlier this week, make for pretty depressing reading.

Some topline findings: almost half (43%) of Britons think the economy will get worse in the next year, and a majority (68%) will either have just enough money to make ends meet or be in financial difficulties. And the effects of the downturn go way beyond the financial: 39% agree that they were simply a happier person in general before the recession hit. For Andrew Curry, director at The Futures Company (and Warc blogger), the consumer mindset has undergone a big shift – and it's a shift that's here to stay.

01 February 2012, 15:07

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