The Warc Blog

How to optimise your content strategy with regular data inputs

Posted by: Brand Learning

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Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:

In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.

30 September 2014, 09:17
Why we need to rethink the Digital 101

Posted by: Guest blog

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Liam Brennan, is Digital Strategy Director at Starcom MediaVest. Find him on Twitter: @LCBrennan.

If you've been working in digital media for at least a few years, you will have presented your fair share of Digital 101 presentations. They're a great primer for clients who are in a new role or just need a refresh on some key digital topics.

29 September 2014, 09:30
Do you have the capabilities to make customer engagement mutually beneficial?

Posted by: Brand Learning

Blog author

In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:

This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.

26 September 2014, 11:53
Flatter your way to success

Posted by: James Hurman, Founder, Previously Unavailable

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For the past 50 years, most agencies have been obsessed with the question 'How do we become more creative?' As an industry, we've got no shortage of great ideas. The problem is getting them out into the world without their dying or being compromised. It's frustrating how common a problem that is. So often we begin with world-changing thinking and end up making something we'd rather forget.

A few years ago, I worked at an agency here in New Zealand called ColensoBBDO. Between 2009 and 201 1, we won 21 Cannes Lions and 39 Effies – with a staff count of about 75 people. I had the good fortune of being part of an amazingly reliable creative machine that continually churned out brilliant creative product. Of course, we had amazing creative people, but it isn't just about great creative people. At Colenso, there was something else as well. And I think this was the reason why we managed to so consistently make great work happen.

26 September 2014, 11:32
Help your customers 'getaway' this winter

Posted by: Guest blog

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This post by Chris Dobson, Executive Chairman at The Exchange Lab, explores how to effectively engage holiday travellers online.

Every vacation begins with a little daydreaming, and for nearly 70% of consumers, it happens online. At this stage, the goal is to find and then inspire these consumers when they search for a "sandy beach vacation" or a "ski getaway". Building a compelling creative strategy that delivers high levels of user engagement is essential. Cross-platform rich media executions, native advertising placements or dynamic creative optimisation, can be very effective tools for driving awareness and engagement.

25 September 2014, 15:17
Always-on marketing (AOM): what it means

Posted by: Guest blog

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This post is by Ben Silcox, Head of Data and Technology at Havas EHS.

205 million results returned in 0.31 seconds. Always-on marketing is clearly a popular topic. Once you get beyond the slide-ware of conferences and presentations; the two questions that really seem to matter are: Where to start and what to do first.

24 September 2014, 16:10
Five reasons licensing is key to the retail industry

Posted by: Guest blog

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This post is by Darren Brechin, Event Director at Brand Licensing Europe.

The licensing industry is a part of our everyday lives, and it is only getting larger. For retailers, in particular, it presents a variety of key and unique opportunities, but what exactly do these consist of and why are they so crucial?

22 September 2014, 14:32
The importance of outdoor advertising for the outcome of the Scottish referendum

Posted by: Guest blog

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This post is by Keith Lammie, Regional Director at Primesight.

Can billboards change the future of Scotland forever… It was September 2013 when this conversation really began and we engaged with both the Better Together and the Yes campaigners on how we could support them and plan campaigns that would help deliver the crucial support that they both required.

19 September 2014, 10:33
Connecting the connected in the 'internet of things'

Posted by: Guest blog

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This post is by Jack Morgan, summer intern at Warc.

With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.

18 September 2014, 11:36
Treating music as an afterthought

Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

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Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like treating music as an afterthought

Recently, we were working on a pitch. A number of teams had come up with ideas which we were honing over the weeks prior to pitch date. One team's idea was a big emotional story about a family set in a South American city. There was no dialogue. At the top of the script were the words 'music: suitably epic'. This creative idea was debated and evolved by the account team, alongside other ideas over a number of days. It wasn't until a week before the pitch, however, that we realised that 'music: suitably epic' was still on the scripts and hadn't been discussed at all. All the chat had been about the action.

16 September 2014, 12:58
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