The Warc Blog

#IBC: The rise and fall of social media challenge campaigns

Posted by: Guest blog

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This post is by Dino Myers Lamptey, head of strategy at the7stars.

The proliferation of high-profile, selfie-driven campaigns like the No Make-Up Selfie and Ice Bucket Challenge in 2014 could trigger a backlash in 2015. People will quickly tire of the Social 'Campaign or Cause' Selfie and eventually stop participating – an apathy that will start to impact on brands.

28 February 2015, 15:44
A roaming fridge, grassroots activism, launching a brand without TV and telling stories: Highlights from CASSIES 2015

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

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The CASSIES (Canadian Advertising Success Stories) were published on warc.com last week. These awards recognise and reward the business effectiveness of advertising. There were 53 case studies in total, which Warc subscribers can view here.

But if you’ve only got time to read a few I highly recommend the following. Grassroots activism, user-generated strategies, newspaper partnerships and storytelling are just some of the themes explored.

25 February 2015, 14:36
The evolution of marketing procurement

Posted by: Guest blog

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This post is by Steve Lightfoot, senior manager – global marketing procurement at the World Federation of Advertisers.

The roots of marketing can be traced back to 1836 when the first paid advertising in a newspaper appeared in France. It goes back even further than that if you consider the brochures and flyers that could be created in the 16th century via Gutenberg's metal "movable type" printing machine.

24 February 2015, 10:55
Optimising on Occasions

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

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A couple of weeks ago I discussed how partnerships can be a powerful strategy in a marketer’s toolkit. This week I’m putting the spotlight on occasion marketing.

Major sporting events such as the FIFA World Cup and the Olympic Games are an obvious opportunity for brands to make the most of special occasions. But today, the ever-increasing number of events, awareness days, niche interest days, religious and music festivals, provide brands with more opportunities to engage with consumers in new and interesting ways. By optimising on occasions smart brands can engage with consumers on a variety of levels - through emotion, humour, passion or patriotism, for example. Here are a selection of occasion marketing campaigns that stood out for me in 2014:

23 February 2015, 11:28
Lifestyle brands, margarita flavoured popcorn, growing innovation and useful packaging: Highlights from DBA Awards 2015

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

Blog author

The DBA Awards were published on warc.com earlier this month. These awards recognise design projects that are creatively and commercially effective. There are 63 case studies in total, which Warc subscribers can view here. I've dug deep to showcase a handful of campaigns that I think deserve a special mention.

Vivid: Think Vivid!

20 February 2015, 12:08
Sharing content across territories

Posted by: Imaad Ahmed, Marketing Director, Warc

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The secrets behind getting content shared are much sought after by marketers across the world. For those with a global remit, one of the major challenges (as with so many areas of marketing) is that what works with one audience cannot be guaranteed to work others. This is especially true with content strategies designed to resonate globally – how possible is this?

Following on from Ian Forrester's recent webinar, "What makes consumers share content across different territories?", I've gathered together some interesting insights from Ian which every global marketer needs to consider. Ian is the Insight Director at Unruly, the video ad tech company.

19 February 2015, 14:27
Understanding the big issues of 2015

Posted by: Stephen Whiteside, Reports Editor, Warc

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Despite the wintery weather afflicting parts of America - or, perhaps, to escape from it - Warc's US reporting team has been back on the conference trail in recent weeks.

One event seeking to cut across some major reoccurring themes we've been hearing about - such as evolving research techniques, big data, the changing face of media and emerging technology - is The Big Rethink, being convened by The Economist and taking place on March 5th in New York City.

18 February 2015, 15:37
Happy New Year!

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

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Tomorrow marks the start of Chinese New Year (CNY) celebrations when people all over Asia, and Chinese communities throughout the world, will be welcoming in the year of the sheep/goat. CNY is considered an auspicious occasion - a time to celebrate with family and friends, a time of giving and wishing prosperity to others. It is perhaps the most important event in the Chinese calendar.

It is also a time when brands are most eager to speak to their Asian target audience. This creates a highly competitive and highly cluttered advertising environment which means brands must do something extra special if they are to stand out from the noisy crowd. Smart brands use the New Year festivities to recognise and appreciate Chinese culture and traditions. So which brands are succeeding in this space?

18 February 2015, 14:39
The WFA's outlook for 2015

Posted by: Guest blog

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This post is by Stephan Loerk, managing director of the World Federation of Advertisers.

Every New Year comes with three things attached: new trends and projects, a continuation of the same and the odd surprise.

17 February 2015, 10:38
The future of Marketing Leadership

Posted by: Brand Learning

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These are challenging and interesting times to be in Marketing. The twin forces of technology and a more empowered consumer are making it increasingly necessary for Marketers to lead in a complex and dynamic environment.The future of Marketing Leadership

Brand Learning’s Singapore leadership seminar, attended by senior marketers across industries spanning FMCG, technology, banking, paints, sportswear and lubricants, discussed the opportunity and challenges for marketing leadership going forward. In a lively and engaging conversation, they shared the issues they face, and how Brand Learning’s new customer-centred leadership framework can help address these.

16 February 2015, 09:39
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