The Warc Blog

Where brands should build their digital nests

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

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Google+ launched brand pages six months ago, introducing new social nomenclatures like "circles," "hangouts," and "+1s." But it appears that anticipated ballooning of interest in "+1s" has been burst by the "pins" of Pinterest. And although Google continues to invest in product and marketing, the consensus among digital marketers seems to be that Google+ is where folks go to set up a profile, but then seldom return.

In fairness, brands have created pages but haven't posted anything since, which is a very real and very basic problem for brands. It calls into agonizingly clear focus the problem that brands entering digital space face every single day: Now that brands know what they can do, they remain unsure of exactly what they should do to create a truly strategic digital plan that will provide real engagement and/or return-on-investments.

23 May 2012, 11:20
A transmedia Olympic Games

Posted by: Brian Carruthers, News Editor, Warc

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Half the planet’s population is expected to watch at least some part of the London 2012 Olympic Games. With that reach it’s not exactly news that brands want to associate themselves with what is the daddy of all sporting events. Equally, it comes as no surprise that the Games organisers, having trousered half a billion from selling exclusive rights to advertisers and broadcasters, are keen to protect that investment. But do they really have to go to the lengths of putting tape over the non-wet areas of urinals and toilets in Games venues to ensure that no unauthorised brands get any exposure?

That could be a step too far in the opinion of Chris Robichaud, CEO of LA-based communications agency PMK*BNC. Speaking at the London launch of a pamphlet entitled Beyond The Games: How Popular Culture Is Shaped By A Mega-Event, he observed that the UK government has passed legislation giving sponsors exceptional protection, a Brand Protection Task Force has been set up and guidelines have even been issued to athletes warning against commercial messages in tattoos. In addition, spectators won’t be allowed to bring their own picnics but will have to buy food from approved outlets, and there are restrictions on what information they can send to friends or websites from inside stadia to avoid breaching broadcasters’ rights.

18 May 2012, 11:52
IAB Innovation Days: Can the industry keep up with the technology?

Posted by: Geoffrey Precourt, US Editor, Warc

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One of the key themes at the Interactive Advertising Bureau’s (IAB) third annual Innovation Days conference was simply the need for the marketing industry to keep up.

Much of the pre-conference buzz was about the series of upfront programming previews – gatherings throughout the week where networks and cable-casters preview their offerings for the next television year. And, for one IAB keynoter, the old-media show-and-tells seemed anachronistic in an interactive world.

17 May 2012, 13:29
Asian marketing: Continuing the Conversation

Posted by: David Tiltman, Head of Content, Warc

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Last week Warc Asia held its inaugural Warc Conversation event in Singapore. The goal of these informal, after-work events is to share some best practice and get people talking about some of the emerging issues in Asia’s marketing industry.

And we were lucky enough in our first session to have two particularly outspoken (and, needless to say, very experienced) panellists to help: Charles Wigley, Chairman of BBH Asia and also chair of the 2012 Warc Prize for Asian Strategy; and Tim Broadbent, Global Effectiveness Director at Ogilvy.

16 May 2012, 09:24
Big Ideas Breakfast: An addiction to prediction

Posted by: Brian Carruthers, News Editor, Warc

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Coffee and croissants on the lawn was off the agenda: a May downpour put paid to that notion. 'We can't even predict the weather,' noted Flamingo director David Burrows ruefully as he introduced Addiction to Prediction, the latest in a London-based series of Big Ideas Breakfasts from the brand and insight consultancy.

The weather is but one of the many forecasting activities people undertake every day, pointed out the event's main speaker, Daniel Franklin, The Economist's executive editor, responsible for its annual 'World In…' reports and editor of the 2012 book Megachange: The World in 2050. Predictions are an essential part of life: consider the setting of government, corporate and household budgets, infrastructure planning and political punditry, to say nothing of entire industries built around trend spotting and futurology. 'We're condemned to be addicted to prediction,' Franklin observed.

03 May 2012, 11:16
IPA Creative Pioneers conference London

Posted by: Cila Warncke, Summaries Writer, Warc

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Despite the From Silicon Valley to Silicon Roundabout tag the IPA’s Creative Pioneers conference showed that creativity has no post code. London and California are influential not because they’re where stuff gets made, but because their products and platforms reach a global audience. Eager to learn the secrets of this success, 300-odd delegates from the marketing and advertising industry gathered at The Venue at Shoreditch Village to guzzle over-proof coffee, listen to talks from the likes of Facebook, Yelp, PlayGen, LinkedIn and Double Negative, and multi-task at the behest of IPA president Nicola Mendelsohn who urged delegates to: “Tweet. Blog. Make noise”.

Presentations ranged from a succinct plea for better technical education to a two-handed account of the history of Shoreditch, but the key ideas of the day can be summarised in five words, as follows:

03 May 2012, 09:47

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