The Warc Blog

Don't overlook the power of Christmas outdoor advertising

Posted by: Guest blog

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This post is by Simon Harrington, Exterion Media's Marketing Director.

At this time of year, Christmas TV advertising is often the number one priority for many marketers, with big brands investing heavily to ensure their ads are the most compelling out there.

24 December 2014, 12:27
How to learn with guided discovery in 2015

Posted by: Brand Learning

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Every so often a capability brief comes along with challenges so high, it sets my senses tingling. I know it’s an opportunity to do something bigHow to Learn with Guided Discovery in 2015.

When we’re asked questions like these we keep calm and think big: and not just big, but smart.

23 December 2014, 09:19
adam&eveDDB on how to win at Christmas

Posted by: Joseph Clift, Product Manager, Warc

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Christmas isn't just the busiest sales period for the UK's retailers, it's also the time when they unveil their biggest, brightest and most expensive-to-make ads. And, according to Toby Harrison and Les Binet of adam&eveDDB, the festive period has become British adland's equivalent of the Super Bowl in the US. "It feels like Christmas advertising is where it's hot now," Binet said. "It's the area where everyone wants to compete." To Harrison, "it's become almost an arms race among advertisers – not necessarily to deliver amazing sales, but to deliver on their own brand ambition to 'win at Christmas'."

And they should know. The agency has made many of the past few years' most memorable Christmas ads – most famously for department store chain John Lewis. These TV-led campaigns took the 2012 IPA Effectiveness Awards Grand Prix, having generated over £250m of incremental profit for the client over the years.

19 December 2014, 11:24
Guilt Trips, Newcastle Brown, #SeriouslySocial and Toyota Tundra - More WarcFavourites2014

Posted by: Emily Barley, Editorial Assistant, Warc

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As the office winds down ready for Christmas – we're on a skeleton staff next week – here's the latest set of #WarcFavourites2014.

1. V/Line Guilt Trips

19 December 2014, 10:13
Anonymisation: a lost world?

Posted by: Peter Mouncey, Editor-In-Chief, IJMR

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We, I mean members of the MRS Market Research Standards Board, spent a lot of early 2014 finalising the revised Code of Conduct, published by the MRS this autumn. In particular, we spent a lot of time debating the issue of anonymity, which features far more in the latest version than before.

The Information Commissioner (ICO) has produced a comprehensive guideline to best practice in anonymisation, which I've referred to in the past. These are just two examples of good advice to encourage best practice processes and policy.

18 December 2014, 12:27
Warc cuts 2015 adspend growth forecast to 4.8%

Posted by: James McDonald, Senior Data Analyst, Warc

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Last week we released our International Ad Forecast for December, outlining expectations for advertising expenditure in 12 key markets across 2014 and 2015. We anticipate growth in global adspend of 4.8% in 2015, a downgrade of 0.5pp since our last forecast in June. This follows expected growth of 5.5% in 2014, which is on a par with our previous outlook.

There are a number of reasons for the revision to next year's growth expectations, but chief among them are a variety of risks to the economic growth within our key markets, including stagnation in the eurozone, an economic slowdown in parts of Asia, and continued tensions surrounding Ukraine.

18 December 2014, 09:53
New Perspectives on Indian Youth

Posted by: Brian Carruthers, News Editor, Warc

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This post introduces Warc's new article series 'New Perspectives on Indian Youth'.

India is a young country, both demographically and economically. More than half the population of 1.2 billion is under the age of 25 and if one stretches the definition of young to 35 that encompasses two thirds of the total population. The contrast with other Asian countries is stark: by 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan.

17 December 2014, 14:51
Context is... don't say it

Posted by: Darika Ahrens, LDN Stock

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For five years, every digital and marketing conference you went to had the same slide circulating. You know the one. The one with the crown image. And the text 'Content is King'. Well it's the slide that will not die. It's had a reboot. Now, everywhere I go it reads 'Context is King'.

It's a no-brainer that if you get the context right, your messaging will be better. More powerful. More engaging. It'll probably sell more stuff too. But most discussions on context focus on the promise of context. Instead of how you get there.

16 December 2014, 16:33
Programmatic, mobile, tough questions, banter and shipping pants - more #WarcFavourites2014

Posted by: Emily Barley, Editorial Assistant, Warc

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Last week we started sharing our favourite Warc content from this year – each piece chosen by a member of the Warc team. We've carried on this week, with five more great pieces making the cut.

We'd like to know which pieces stood out for you this year too – share them on twitter with the hashtag #WarcFavourites2014.

12 December 2014, 12:55
Warc Prize for Innovation: The winner speaks

Posted by: Joseph Clift, Product Manager, Warc

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Earlier this week, we announced the results of this year's Warc Prize for Innovation at an event in London. We set up the prize to recognise standout examples of innovation in advertising, and the (deserved) Grand Prix winner was 'Clever Buoy', from M&C Saatchi Sydney for Optus, a telecom brand.

For the campaign, the agency helped create an ocean buoy that warned of shark attacks that was informed by Optus data – a dramatic demonstration of the value of the client's service that eventually reached 19m people on social media. And, when I spoke to him after the prizegiving, M&C Saatchi's chief digital officer Christian Purser pointed out that the campaign was a good example of how ad people can innovate to solve client problems. "It's a state of mind, it's about doing new things," he added. "Innovation is simply about seeing the world in a different way."

10 December 2014, 15:37

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