The Warc Blog

The power of localised copy

Posted by: Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD

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The Guardian has just released analysis into the performance of 300 brand campaigns that they have carried.  Their conclusion, drawn from surveys amongst their 3,000 strong reader panel, is that making ads contextually relevant significantly boosts effectiveness.

The Guardian’s data shows that when ads run alongside relevant web editorial readers are nearly 20% more likely to feel positively about the advertiser and 23% more likely to think that the message was relevant to them. The impact of context was just as strong in print where ads are 20% more likely to be seen as relevant to the reader when alongside related content.

31 July 2015, 16:49
UK Media Forecast

Posted by: MEC

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The UK is always vulnerable to external shocks, but media has run ahead of GDP since 2010, and if it does so in 2016, UK media investment will have reclaimed its 2007 peak in real terms.

This post is by Adam Smith, GroupM.

30 July 2015, 17:02
Moving social media measurement in sponsorship from vanity to value

Posted by: Guest blog

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This post is by Chris Pinner, sponsorship analyst at Synergy Sponsorship.

Closing the Telegraph's Business of Sport article on 'The importance of social media in sport', Synergy CEO Tim Crow says rightsholders "need to focus less on selling price and impressions and much more on delivering engagement and value".

30 July 2015, 15:45
Memorial service for Tim Broadbent

Posted by: Warc Staff

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Tim Broadbent, the world's leading authority on the elusive subject of advertising effectiveness, recently died after a long battle with cancer.

A memorial service to honour and celebrate Tim Broadbent’s life will be held at 11.30am on Wednesday 30th September 2015 at St Bride’s Church, Fleet Street, London EC4Y 8AU.

28 July 2015, 15:14
China's new strict ad laws

Posted by: Edward Bell, CEO, FCB Greater China

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If you step back from the buzz of the day to day, there is a palpable sense of things 'tightening up' across China. The raging trade in property – the national obsession that has created more wealth in China than any other endeavour – is now bound by regulation. The much-publicised 'war on corruption' is an attempt to close up the back channels that have defined how China used to work.

And, more recently, we've seen that the welcome mat, once rolled out to multinational corporations in China, has been all but rolled up. The uneven application of anti-trust law is another hoop through which brands must jump. But until recently, amid the tightening of laws and adding of hoops, on the TV screens we were able to watch a TV ad that earnestly told women that with the ready application of a cream, their breasts would grow bigger.

28 July 2015, 14:23
A[P]SOTW 2015: 'Keeping the client' results

Posted by: Advertising [Planning] School On The Web

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Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.

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.

24 July 2015, 10:53
Advertising's obsession with youth

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

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When we started in advertising in the late 1980s, the 'Grey Consumer' was a hot topic. The proportion of older people in the population had begun to rise, and many were surprisingly affluent. These trends were forecast to accelerate as the Baby Boomers turned into 'Empty Nesters'. Soon we would all be chasing the 'Grey Pound'.

But fast-forward 35 years, and we seem more obsessed with youth and Millennials than ever. Those demographic forecasters weren't wrong. The proportion of young people has indeed fallen and the proportion of older people has increased in most developed markets: in the UK, the over-45s outnumber 16-24-year-olds by 4 to 1.

23 July 2015, 10:18
How publishers can boost ad revenues in the age of disruption

Posted by: Guest blog

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This post is by Richard Jones, CEO at marketing engagement platform, EngageSciences.

Most publishing companies are navigating the difficult path from print to digital brought about by mobile broadband, multi-screen and social media, to name a few.

22 July 2015, 16:02
The era of outrage advertising

Posted by: Darika Ahrens, LDN Stock

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In the picture, there's a woman on a yellow background. She's young. She's blonde. She's in a bikini. And she asks, in large bold type, "Are you beach body ready?" At the bottom of the poster someone has scrawled "**** off. I'm describing one of the now-infamous defaced Protein World ads. A couple of months ago, in London, the ads were graffittied, parodied, and finally removed after people protested about them online. Detractors called the ads sexist, inappropriate, and body shaming.

It became a big news story. Not one that Protein World necessarily set out to create. And, in my view, the image and messages were no different from what you'll see on every high street and newsstand this summer. But nevertheless, once outrage ensued, the brand knew what to do. The CEO gave interviews saying he'd take the 'terrorists' seriously (yes, he used that headline-friendly word) if their online petition reached one million signatures. It was all obviously a great success. The company has just recycled the same ad creative into a giant billboard in Times Square.

21 July 2015, 15:22
Researching voting intentions: The BPC/MRS enquiry

Posted by: Peter Mouncey, Editor-In-Chief, IJMR

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As many of you will know, the British Polling Council (BPC) and MRS have launched an inquiry into the performance of the opinion polls in the UK preceding the May general election. A distinguished panel of experts has been appointed, chaired by Patrick Sturgis (U. Southampton and Director of the National Centre for Research Methods). Key differences between the this inquiry and the one set up by MRS in 1992 are firstly, the 2015 panel is totally independent from the polling sector, comprising mainly academics (see the BPC website for details), whereas in 1992 leading pollsters predominated. Secondly, the final report was not published until July 1994 (with an initial view by June 1992), but the latest panel hope to publish their report in early March 2016.

Initial open meeting

21 July 2015, 11:07
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