Kiehl's assignment: The results
Advertising [Planning] School On The Web
The results of the latest assignment from A[P]SOTW – or the Advertising [Planning] School On The Web – are in.
This initiative is run by a team of senior planners from across the world. They post challenges for up-and-coming planners and marketers - or, in fact, anyone with an interest in smart ideas and communications – and have the entries judged by a heavyweight group of marketers and strategy experts. Warc teamed up with the School a few months ago to help promote the challenges.
Time to synchronise
Molly Flatt, Social business director, 1000heads
Recently, a rare bout of browser bookmark-sorting made me rediscover 'Human Life', a lovely video created by the UK telephone bank First Direct in 2009. You can still find it on Vimeo: a montage of people going about their day, their heads crowded with hopes and worries, while they absent-mindedly check accounts, pay bills and file tax returns. In the climactic frame, an old-fashioned clerk declares that 'it is my belief that we will see banking become a harmonious part of our everyday lives'.
Four years on, that ad has more resonance than ever. Social media is only the first shift in a thorough transformation of how people communicate and consume. We are already seeing the next frontier emerge in the form of wearable tech, from Google Glass to the iWatch, the world's first Twitter dress to Adidas' social media-enabled running shoe. The boundaries between on- and offline, personal and professional, fun and functionality are disappearing. We have become our own channel, and time has been called on message-based marketing.
If not Warc - what? If not now – when?
Nicola Tillin, Commercial Director, EMEA, Warc
Here at Warc we have clients from the full spectrum of the global advertising community – agencies of all types and sizes, network and independent; research agencies; brand consultancies; market research firms; media owners and agencies; academics institutions and brand owner advertisers.
One of the most interesting parts of my job here at Warc is building relationships with our new subscribers, working with them to understand what their priorities are and showing how Warc can help.
Improving Warc's Topic Pages
Joseph Clift, Product Manager, Warc
Some eagle-eyed subscribers might have noticed that we've made a few changes to the Topics section of warc.com. Our Topic Pages – which provide short cuts to latest Warc cases, articles and news on a specific marketing topic or theme – now have a new look, and have hopefully become a lot easier and more convenient to use.
So, what exactly has changed? Read on to find out.
Mythbuster: Ignoring inconvenient data
Mythbuster, Les Binet and Sarah Carter, DDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they find around them… like the way that we ignore inconvenient data.
We have now written more than 30 of these Mythbuster columns. It's amusing to remember how, when embarking on the column, we were concerned that we wouldn't have a good enough supply of myths to bust. We needn't have worried. But we have often mused on quite why this should be so. Why, when so much time and money is spent on data collection and we have never had more data and innovative research available, do we find that people so often go with their invalid hunches and myths, rather than the contradictory data evidence?
Warc journals make advertisers smarter
Tom Bristow, Assistant Data Editor, Warc
This year's Cannes Lions festival was a bonanza of prize giving for the advertising industry's best work – some of which is featured on Warc. But it's not just the end product of a campaign that deserves recognition of quality; good ads are crafted from a raw material of hard thinking and fresh research. Warc provides a great deal of that raw material through its website, not least in the content of the three journals we publish. And this year all three have been endorsed by Thomson Reuters' Impact Factor: one of the leading indicators of the quality of a publication's output.
An Impact Factor is essentially an average of how often each of a publication's articles are being cited in new academic research. A good score is a sign to academics, practitioners and researchers that their hard work will get read, and used.