The Warc Blog

Planning a vacation? Here's how hotels ranked for value

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

Blog author

For those you who may have missed it, summer officially started last week, and that means vacations for most people. Vacations, which used to be regarded as a luxury, have become a necessity in today's world. Nearly 95% of folks we polled in our Customer Loyalty Engagement Index indicated they had no intentions of cutting back on their vacations.

This year, the top-5 U.S. destinations turned out to be the usual suspects:

27 June 2012, 09:34
Winning insights from the Warc Prize for Innovation 2012

Posted by: Joseph Clift, Product Manager, Warc

Blog author

This year's Warc Prize for Innovation was set up to identify and reward ground-breaking ad campaigns. And, earlier this month, our panel of judges decided on a winner, 'American Rom', developed by McCann Bucharest for Romanian chocolate manufacturer Kandia Dulce, and a runner-up, 'Operation Christmas' from Lowe SSP3 Colombia. In Cannes last week, I had the chance to talk with creatives from both agencies, and found some striking similarities in approach between the two campaigns. Both focused on attention-grabbing stunts rather than traditional paid-for ads; both precisely targeted a highly-specific audience; and both used clever cultural cues to get under this cohort's skin.

'American Rom', the winner of the $10,000 prize, was based on an insight rooted in the Romanian mindset: the nation's deeply-held sense of "reactive patriotism". As Catalin Dobre, McCann's group creative director, explained, Romanians love to criticise their country – but hate it when foreigners do the same. This touchy topic was probed with deliberate insensitivity by McCann's fake "takeover" of Rom, a chocolate bar famous for its Romanian flag wrapper, by new American owners, whose innovations for the brand included new packaging featuring the US stars and stripes. Cue a mass outbreak of reactive patriotism – and huge earned media support.

26 June 2012, 13:31
Creative Effectiveness Lions 2012: A video wrap-up

Posted by: Joseph Clift, Product Manager, Warc

Blog author

While the Cannes Lions International Festival of Creativity is a major draw for its seminars – see previous Warc blogposts covering Visa, Facebook and YouTube – most of the Festival's media coverage focuses on the Lions themselves, widely viewed as ad land's Oscars. One category we at Warc watch particularly closely is the Creative Effectiveness Lions, set up in 2011 to award campaigns that link long-term business results to their creative. This year's Grand Prix went to Axe, a Unilever-owned deodorant, for its 'Excite' campaign developed by BBH London. The jury was unanimous in its choice of winner, having sifted through well over 100 entries – which are now browsable for Warc subscribers.

In Cannes, I had the chance to sit down with jury member Lucy Jameson, Grey London's incoming chief strategy officer. While quick to praise the winner's creative, she emphasised that what tipped the balance in Axe's favour was its rigorous focus on effectiveness. In other words, the entry was close in style to the typical data-driven IPA Effectiveness Awards case study.

22 June 2012, 14:04
Tech giants at Cannes: Ad tips from Facebook and YouTube

Posted by: Joseph Clift, Product Manager, Warc

Blog author

Facebook has had one of the roughest months in its short history since becoming a public company, with lowlights ranging from a 16% decline in its stock price to media complaints about Mark Zuckerberg's restaurant tipping habits. And things seemed to be going from bad to worse at the Cannes Lions International Festival of Creativity yesterday when Paul Adams, the firm's global head of brand design, disappeared backstage soon after starting his keynote due to what seemed to be a bad case of stagefright.

Adams' message was as big as the crowds that gathered to hear it. To him, marketers are just barely coming to terms with the impact online social networks have had on the internet. "It's a transformational shift – social as a term is going to go away – when we think about the social web, that will just be the web. The same for social business. The same for social campaigns." Quite a claim, especially coupled with Adams further suggestion, later in the speech, that the creation of the internet represents "the biggest transformational shift since the industrial revolution".

20 June 2012, 09:15
Brand lessons on your tablet

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

Blog author

The Sunday New York Times reported one more brick removed from traditional media's wall, as the Huff Post introduced an online weekly, available for the tablet via the Apple Store. As the article's writer, David Carr, points out, a few years ago this wouldn't have even been called a magazine. Ah, but how that has changed, with Arianna Huffington a powerful general leading the charge into the digital future.

We have also been writing and speaking quite a bit about digital, from the viewpoint of how consumers engage with it, and specifically how that digital engagement intersects with how they engage with brands. Tablets and digital share more than a critical symbiotic relationship, it turns out. They both represent a warning shot for brands. Those brands that fail to look beyond their category to the lessons in the tablet category are often those who have relegated digital to the playground of the brand – that space where the brand is trying things, with little or no strategic intent, even as digital applications multiply like a science fiction organism.

19 June 2012, 09:50
Developing an Olympic campaign: Visa (and Nadia) at Cannes 2012

Posted by: Joseph Clift, Product Manager, Warc

Blog author

Many attendees of the annual Cannes Lions International Festival of Creativity pride themselves on being forward thinking. But at this year's event, a lot of minds will be focused on one future date in particular: 27 July 2012, when the summer Olympic Games begin in London. If you want to know why this is, follow the money.

The Olympics are a prime cause of the industry's "quadrennial effect" – the lift given to global adspend every four years due to the happy convergence of major summer sporting events and the US presidential election. The precise impact of the world's largest sporting event remains a matter for debate, though Vincent Letang, ad forecaster at MagnaGlobal, has pegged the overall quadrennial effect as representing an extra +1.7% to US adspend growth in 2012. But there can be no argument that big events like the Olympics benefit the ad world, the odd ambush permitting.

18 June 2012, 18:41
'Big data': crisis or challenge?

Posted by: Geoffrey Precourt, US Editor, Warc

Blog author

This week Warc is reporting from the Advertising Research Foundation's (ARF) Audience Measurement conference in New York City. The theme is the 'measurement crisis' – but is 'crisis' a fair description of the current state of audience research?

Terry Kent, the Kantar Media North America CEO who served as co-chair of the first day, told the audience: "We've adapted and transformed our industry in the face of what we call 'big data'."

12 June 2012, 13:38
New on Warc: Insights from Latin America

Posted by: James Aitchison, Director, Warc

Blog author

The latest highlights on Warc include insights on Latin America, winners of the North American Effies, top papers from the Admap Prize and a round-up of our conference coverage

To receive content updates like this by monthly email, visit: Your Warc > Email Alerts.

09 June 2012, 11:39
You're on Facebook. OK, now what?

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

Blog author

William James once said, "A man has as many social selves as there are individuals who recognize him." But with brand ubiquity on the largest social network to ever exist, recognition is the very least of a brand's concerns today. Having built a brand guesthouse on Facebook real estate, brands are asking what they should actually be doing now that they've invested in the neighborhood.

Being there, of course, is only the first step. Being there meaningfully – with consumers defining what "meaning" is to them – is how brands can graduate from just posting pictures and collecting friends. But how does a brand successfully do that? Especially in a responsive way that's more and more vital as web listening takes its rightful place at the brand strategy table.

08 June 2012, 09:17
A closer look at European adspend

Posted by: Joseph Clift, Product Manager, Warc

Blog author

Central and Eastern Europe in general – and Russia in particular – are enjoying spectacular growth in their online adspend. That's one of the most striking findings from the latest AdEx report, released by IAB Europe earlier this week and unveiled at its Interact conference in Barcelona (you can browse the topline findings in this Warc News story).

The report claims that Russia's online ad market rose in value by over 50% last year, a rate far outpacing all of the other 25 markets measured. This made Russia Europe's sixth-largest internet ad market in 2011, with over €1bn spent during the year. And, when I caught up with him at Interact, Daniel Knapp – a senior analyst at IHS Screen Digest and the report's author – suggested that the nation will become one of Europe's "big three" online ad markets in the next few years. His argument is that growth will be driven both by a rise in the general web population as fixed-line infrastructure improves, and the development of more sophisticated online communications for those in larger cities who are already online.

01 June 2012, 11:49
 

Blog Search