The Warc Blog

Game of Thrones vs. True Blood

Posted by: MEC

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This blog by Rebecca Newman, Research Executive at MEC, explained how, using Media Z, MEC examined the audience perceptions of the popular US drama series Game of Thrones and True Blood.

Game of Thrones is an American fantasy drama TV series, which is an adaptation of A Song of Ice and Fire by George Martin. The series explores the issues of social hierarchy, religion, loyalty, corruption, civil war, crime and punishment. It has built up quite a following within the UK drawing 1.45 million viewers during its most recenlty aired episode (12th May 2014, DDS). The hit show airs on Sky Atlantic and on Sky1 and is in its fourth season.

30 June 2014, 16:38
Optimism is high among global marketers

Posted by: Suzy Young, Data Editor, Warc

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Last week Warc published the June results of its Global Marketing Index, one of the main ways we track current marketing activity in order to benchmark the health of the industry.

For those of you not familiar with this report, let me provide a bit of background. Back in October 2011, in partnership with World Economics, Warc launched the Global Marketing Index (GMI). Our aim was to provide a unique monthly indicator of the state of the global marketing industry by tracking current conditions among marketers all around the world. The data would also provide useful information for the financial markets relating to the state of global economic activity. Advertising expenditure has traditionally had a clear relationship with GDP, as you can see in the chart below.

27 June 2014, 11:37
Cannes Lions Grand Prix: The winner speaks!

Posted by: Joseph Clift, Product Manager, Warc

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The 2014 Cannes Lions International Festival of Creativity may be finished for another year, but there’s still a lot to be learned from last week's events on (and off) the Croisette. And, of all the Grands Prix to be handed out in 2014, we at Warc kept an especially close eye on the Creative Effectiveness category. Open only to campaigns that won Lions the previous year, the Creative Effectiveness Lions aim to reward campaigns that can demonstrate strong business results over time – as well as a great strategic insight and creative execution.

You may have read, on Warc or elsewhere, that this year’s Grand Prix was taken by ‘Guilt Trips’, a humourous campaign by McCann Melbourne for one of the city’s public transport providers. Y&R CEO David Sable, the Creative Effectiveness jury’s president, had high praise for the case’s clear “through line” from strategic insight to execution to results. “If I was teaching an ad class anywhere in the world, I would use ‘Guilt Trips’ as an example of what to do – and they’d get the idea immediately,” he told reporters in Cannes. And, when I had the chance to sit down with him last week, Pat Baron, McCann’s ECD, was happy to share the story behind ‘Guilt Trips’.

26 June 2014, 10:25
Account Planning School: See the winners of the SoBe V Water assignment

Posted by: Advertising [Planning] School On The Web

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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 promote the latest challenge on SoBe V Water.

25 June 2014, 15:18
How should we measure 'viewability' of digital video ads?

Posted by: Guest blog

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This post is by Andy Mitchell, European MD at BrightRoll.

The digital video ad industry is awash with debate around viewability and measurement.

24 June 2014, 10:19
Strategy worth shouting about: Highlights from Cannes Lions effectiveness awards 2014

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

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The Cannes Creative Effectiveness Lions 2014 were published on last week. The awards honour creativity which has shown a measurable and proven impact on a client's business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit. The winners were V/Line, Lurpak, Depaul UK, Expedia, McDonald’s Australia, Dove, and Virgin Mobile. While I have highlighted a handful of the winners I have also dug a little deeper into the 80-strong case studies to surface some lesser-known campaigns – ones where the strategy and thinking are worth shouting about. And as we’re in the midst of the 2014 World Cup I have selected a couple of campaigns that leverage the power of football to make the world a better place. Warc subscribers can access all 80 case studies here.

Lurpak: Weave your magic - How Lurpak found its global voice

23 June 2014, 15:31
International Ad Forecast: Comparing the markets

Posted by: James McDonald, Senior Data Analyst, Warc

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This week we released our latest International Ad Forecast, taking the pulse of 12 key advertising markets to learn what the future will look like for adspend. In this edition, we have revised our forecast upwards by 1.2pp from October, expecting 2014 advertising expenditure to grow by 5.6% year-on-year in Purchasing Power Parity (PPP) terms – the highest rate of growth since 2010.

PPPs are a good gauge for comparing different markets as they show the rate at which the currency of one country would have to be converted into that of another country to buy the same amount of goods and services in each. A common example is the price of a hamburger: in London, it may cost £2, while in New York the same hamburger may be $4. This would imply a PPP exchange rate of 1 pound to 2 US dollars. Consequently, market exchange rates are taken out of the equation, and a clearer comparison can be made.

20 June 2014, 14:43
Cannes Lions 2014: The future of planning

Posted by: Joseph Clift, Product Manager, Warc

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What's the future of planning? A large question and – as Martin Weigel, head of planning at Wieden + Kennedy in Amsterdam pointed out in a Warc session at the Cannes Lions today – a question that makes a "large assumption". (You can also read all about our other Warc sessions, on the link between creativity and effectiveness, and exploring some of the world's smartest campaigns.)

Account planning has a near 50-year history – a fact many marketers forget. And, said Weigel, "what we also forget is that planning has its origins in a truly radical point of view" After all, it was due to planners being "fed up" with a lack of access to data and old-style techniques. But, today, planning has become "domesticated – the puppy dog of account management".

19 June 2014, 11:33
Cannes Lions 2014: The story behind four of the world's smartest campaigns

Posted by: Joseph Clift, Product Manager, Warc

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In yesterday's Warc session at the Palais des Festivals, part of the 2014 Cannes Lions International Festival of Creativity, we learned from a panel of planners about the ever-strengthening link between creativity and effectiveness in the ad industry. Today, we applied this theory to some practical examples – by telling the story of four of the world's smartest campaigns.

Lee Maicon, vp for insights at digital agency 360i, was on hand to discuss 'Daily Twist', for the Mondelez-owned Oreo cookie snack brand, while Amal El Masri, CSO of JWT in the Middle East and Africa discussed 'Fakka' for telecoms firm Vodafone. Also presenting were BBDO Guerrero CEO Tony Harris, who talked about 'It's More Fun in the Philippines' for the Filipino tourism organisation, and Hristos Varouhas of Whybin/TBWA, the man behind 'Car Creation' for insurance brand NMRA. The thing that unites all four of these campaigns is strong strategy and great business results – proof for which is in the multiple international effectiveness and strategy awards each has won.

18 June 2014, 17:22
Cannes Lions 2014: The need to prove creative effectiveness is not going away

Posted by: Joseph Clift, Product Manager, Warc

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How should agencies balance the need to showcase a great creative idea with the need to prove great strategy and business results? A pertinent question for planners, as well as for us at Warc – as publisher of the Creative Effectiveness Lions, Cannes' awards for those campaigns that demonstrate strong effectiveness for clients over time. In an attempt to answer this question, we convened four top planners – CSOs Justin Graham (M&C Saatchi) and Lucy Jameson (Grey), along with CumminsRoss' Adam Ferrier and James Hurman of Previously Unavailable – at a packed panel session in the Palais this morning.

Jameson agreed, and went further. "It's one of the few awards you can win here that cannot be scam work. You can say, 'come on clients, look at the results'," she said. "The awards should be announced at the end of the week. It still feels kind of niche. But it should be one of the most famous of the awards."

17 June 2014, 17:06

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