The Warc Blog

Digitally empower your CEOs - or China will leave you behind

Posted by: Guest blog

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How China CMOs and marketers make the difference.

This post is by Vineet Arora, Managing Director at Arena China, and Herman Cheng, Marketing & PR Manager at Havas Media China.

29 April 2014, 09:32
11 things World Cup sponsors can learn from the 2012 Olympic Games

Posted by: Lena Roland, Commissioning Editor, Best Practice, Warc

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The 2014 football World Cup is fast approaching and, beyond all the action on the pitch, it's likely to be a very competitive time for brands to capture the attention of the event's vast global audience.

But what strategies and tactics are likely to be employed? We thought it would be useful to dig in to Warc's subscriber database of case studies, articles and research papers to showcase some successful sponsorship strategies from brands that made their mark during the last global sporting event of this scale – the 2012 London Olympic and Paralympic Games.

28 April 2014, 16:42
Todd Wheatland shares his tips for more effective content marketing

Posted by: Guest blog

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This post is by Craig Hodges, the founder and CEO of King Content, Australia's most awarded digital content marketing agency. Craig worked in magazines, publishing, internet radio and web development before embracing his true passion – digital content marketing.

Content marketing has exploded in popularity over the past 12 months. From its beginnings as a relatively niche practice, it has become a key component in most brands' digital strategy.

25 April 2014, 09:21
Google applies 'not provided' to paid search queries

Posted by: Mindshare

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This article about a Google announcement regarding secure search, written by Eldad Sotnick-Yogev, is from the Mindshare Original Thinker Series.

Search marketers were thrown into a tailspin in 2013 when Google began to use secure search to remove keyword data seen in Google Analytics for organic traffic. On 9 April 2014, Google announced that the same is now happening to paid search. While many may react with panic, the reality is that advertiser's keyword data is still available in Adwords and it is only in Google Analytics that it will become more difficult to get this information.

24 April 2014, 15:13
Game Developers Conference: Opportunities for advertisers

Posted by: Mindshare

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This article about the Game Developers Conference (GDC), written by Patrick Lane and Joe Ginex, is from the Mindshare Original Thinker Series.

Founded in 1987, the GDC now attracts over 19,000 attendees during its annual gathering in San Francisco. Initially focusing on computer games, the conference now covers all platforms, including consoles, handheld devices, mobile, smartphone, and tablet devices, and online and PC games, which certainly reflects on the industry's evolution in the past 25 years. The overall focus of the conference is to deliver a show that highlights the ideals of the gaming industry developers and gamer's desire, rather than the industry's current state.

17 April 2014, 15:51
Comparing BBC Three and ITV2

Posted by: MEC

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Rebecca Newman, Research Executive at MEC, explains how, using Media Z, the brand health study, MEC examined the characteristics of the television channels BBC Three and ITV2.

On 5 March 2014, it was announced that BBC Three would cease broadcasting on Freeview and satellite and become available online only. This is due to £100 million-worth of cuts at the corporation. This caused backlash from some viewers and a petition was set up to try to save the channel. There were 97,381 tweets (Sysomos) including the hashtag #SaveBBC3 within eight days of the announcement, signalling huge support for the campaign. BBC Three aims its content at a younger audience, those in the 16-34 year-old age group, focusing on new talent and new technologies.

16 April 2014, 16:44
Warc Prize Social: The Grand Prix winner speaks!

Posted by: Joseph Clift, Product Manager, Warc

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AMV BBDO was the top-awarded agency at this year's Warc Prize for Social Strategy, taking Golds for #YouDrive, a Twitter-focused integrated campaign for car company Mercedes-Benz, and Mariachi, a tongue-in-cheek campaign for snack brand Dorito that sent a group of Mexican musicians on a "Facebook tour". The latter campaign also took the $5,000 Grand Prix, the giant cheque for which was picked up by Tom White, AMV's board account planner.

Speaking after the awards, White revealed the big strategic insight behind the campaign. In order to redefine Doritos as a brand for everyone, not just its young core customer, the agency based its work around something (almost) everyone loves: cheesy cover versions. And these songs, played by the mariachis in fans' homes and streamed on Facebook, helped drive a 23% increase in sales.

16 April 2014, 08:25
Why mobile will fuel the new advertising paradigm

Posted by: MEC

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Jide Sobo, Head of Mobile at MEC UK, discusses the possibility of increasingly relevant advertising across multiple devices.

Imagine a world where, as advertisers, we are able to gain real insight into a consumer's need state. A world where we know their interests, and their favourite places to shop. Where we understand what influences them to make a purchase and when those influences are aligned and they are most open to suggestion. A world where we not only know all of this, but are able to deliver advertising that is tailored to the individual, and their circumstances. With the right data, the ability to interpret it, and the ability to deliver the right message, we would inhabit a marketing utopia.

15 April 2014, 17:08
Warc Prize Social: A view from the client side

Posted by: Stephen Whiteside, Reports Editor, Warc

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Last week's announcement of the inaugural Warc Prize for Social Strategy highlighted some great examples of social media activity having tangible business effects. And the campaign that impressed our panel of judges most of all was Mariachi, by AMV BBDO for snack brand Doritos, which took the Grand Prix. (Subscribers can view all of the winning case studies here.)

But what made some of the entrants stand out from others? One of the panel of judges that decided this year's awards – Michelle Klein, a VP at Smirnoff, the Diageo-owned vodka brand – pointed to cases that told their story succinctly, made judicious use of data and proved a sustainable long-term impact on the brand being advertised. Speaking to me in New York ahead of the announcement, Klein also offered some pointed advice for next year's entrants, and discussed how she manages an "inherently social" brand.

15 April 2014, 15:27
The future of advertising is really about better media

Posted by: Guest blog

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This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.

Recently I logged in to Twitter and received a promoted tweet from Amazon. The tweet said "50% off today's Deal of the Day!" I clicked. Waiting for me was a product page of great deals on a clothing brand I had previously searched. There was a 50% off deal on a t-shirt. Because I have a relationship with Amazon Prime a click or two purchased that item and shipped it to my house. I clicked back in to Twitter to resume what I was doing. The whole thing took under 45 seconds.

15 April 2014, 13:02
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