The Warc Blog

Are we over-the-counter culture?

Posted by: Eaon Pritchard, Head of Strategy - Government Services, Dentsu Aegis Network, Australia

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What follows is an excerpt (and slight expansion) from a section of a talk I gave at the inaugral Google 'Firestarters' event in Melbourne last week.

The theme was 'Adaptive Strategy for an Adaptive Age'.

28 April 2015, 10:01
Market Research Summit: Interview with Rhea Fox & Steve Wills

Posted by: Guest blog

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This post is by the Market Research Summit.

The Market Research Summit 2015 team talked with Rhea Fox, Head of Research with eBay UK and Steve Wills, Director of The Insight Academy, to find out more about the new approach they are proposing to prove Return on Research and Analysis, which they will be discussing at Market Research Summit 2015 on 19 May.

27 April 2015, 17:24
Are marketers just too timid to embrace System1?

Posted by: David Penn, Managing Director, Conquest

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Are the traditional tools of market research – surveys with explicit, direct questions –still up to the job of measuring brands in the new era? The explosion of new understanding about how the mind works could not have been foreseen by the founders of market research, back in the 50s, but modern practitioners have less excuse for still using more or less the same approaches. Traditional (System 2) methods still dominate: researchers still ask direct questions (and people still answer them), but any marketer or MR professional with even a smattering of knowledge of recent developments in mind science would surely ask: Is that all there is?

The fact is, direct questions measure what they can measure and miss what they cannot. In other words we often measure what people can and will tell us rather than what they can't and won't tell us. What we capture is often thought-through or deliberative, while what we miss is emotional and implicit.

23 April 2015, 10:49
If it's not love, then it's the bomb that will bring us together

Posted by: Eaon Pritchard, Head of Strategy - Government Services, Dentsu Aegis Network, Australia

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For a time during World War II, the chances of a member of US bomber crews actually making it back from any given mission were on the side of slim.

The nature of the work meant that bombers were out for a long time; they were massive cumbersome planes visible from a long way away, and their ability to do serious damage if successful meant they were the number one targets of both the guns on the ground and in the air.

22 April 2015, 12:31
Programmatic marketing is the key to reaching millennials

Posted by: Guest blog

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This post is by Marie Dalton, marketing director at Connexity.

Brand managers ask if it's possible to launch branding initiatives programmatically but for many companies that's the wrong question. What they need to ask is: 'How quickly can I get good at it?'

21 April 2015, 15:22
You are not a number!

Posted by: Guest blog

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This post is by Charlie Meredith, Managing Director at Time Inc. UK Advertising.

People – I mean real people – are all too easily forgotten. Advertisers and marketers spend so much time thinking about them that they forget who they really are. People are not consumers, target audiences or data segments that can be matched to a set of behaviours, interests, some medical records and an address.

17 April 2015, 18:02
Social media: Out with the old, in with the new?

Posted by: MEC

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This post is by Edward Kitchingman.

Despite the strong performance of rivals such as Instagram, whatsapp and Snapchat, Twitter and Facebook are fighting back in the social war.

17 April 2015, 08:21
'Low interest' categories

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

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We had a briefing for a new campaign the other day. It was for a financial product, and it started with an explanation of how it worked. The briefing concluded with 'this is, of course, a very low interest category'.

This is a familiar phrase to any of us who work on finance brands or utilities – the classic 'low interest' categories. And it is often assumed these are 'rational' purchases, implying others are more emotional and 'high interest'. In our opinion, those assumptions are flawed.

16 April 2015, 09:36
In Vloggers We Trust

Posted by: Guest blog

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This post is by Ian Samuel, Managing Director Brand Solutions at Rightster.

In its tenth anniversary year, the reach and popularity of YouTube as a media channel has arguably never been greater. The channel has matured considerably in this time and even created its own stars: vloggers with subscriber bases whose circulation figures exceed established daily newspapers. These viewers are highly engaged and tend to consist of millennials, digital natives and many brands' core youth target audiences. It's no surprise then, that many brands have followed these audiences to YouTube and engaged with popular vloggers to collaborate on branded campaigns.

15 April 2015, 09:29
Audience participation

Posted by: James Hurman, Founder, Previously Unavailable

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Last April, Rob Campbell played a joke. On his blog, the Wieden+Kennedy Shanghai planning head wrote about 'Method Planning™'. This new research methodology was inspired by the notion of method acting, whereby actors literally spend 24/7 in character to more deeply assimilate the motives and psyche of the person they're playing. Rob wanted to explore whether this quest for authenticity would bear fruit for planners looking for more authentic consumer understanding.

"So much of what we 'learn' is second hand," he wrote. "So when we were recently given a project that required us to understand entry-level white collar employees, I couldn't help but take the opportunity to explore the method acting approach… which is why for the last five weeks, one of my planners has basically been living someone else's life."

13 April 2015, 12:01
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