The Warc Blog

To brand or not to brand? Is that a question?

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

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In 1934, the young Rosser Reeves left his small town home in Danville, Virginia for the bright lights of New York City, following his dream of working as an advertising copywriter.

Within a few years he had landed a plum job at the Ted Bates Advertising Agency and by 1950 he was vice-president and head of copy, rising to chairman of the board in 1955.

30 November 2015, 15:22
Planning for planning: What I see Brand Strategists doing more of in the next decade

Posted by: Guest blog

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This post is by Ethel Sanchez, Deputy Head of Planning for BBDO Guerrero.

So another year comes to a close and it is, again, performance evaluation and training design season. I think the best thing about designing a training plan for junior strategists is that it forces you to take a step back, away from the comfort of routine to once again anxiously find and fix imperfections; detached from the numbing day-to-day "one-pager factory" job to once again be inspired to imagine how things will and should be.

26 November 2015, 15:39
Circulation to certification - more than a name change

Posted by: Guest blog

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This post is by Jerry Wright, secretary, and Pedro Silva, president, of IFABC.

The decision we have made to replace the 'circulation' in our name to 'certification', after over 50 years, is not just a trivial one and a bid to keep our well-known acronym the same, though that factor is not to be ignored. Our name change is more than that, but reflects the evolution of media business models worldwide and more appropriately points to an increasingly digital future.

24 November 2015, 15:50
When did planners start calling themselves strategists?

Posted by: Guest blog

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This post is by Heather LeFevre, Freelance Strategist and Speaker for Hyper Island.

On first blush, it might seem silly to investigate the shift from planner to strategist. I mean, who cares? Does it matter?

19 November 2015, 10:45
It's all in a #hashtag

Posted by: MEC

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The most effective examples of hashtags in ads have been where they lead the way to a social media campaign, which engage the audience and speak their language.

This post is by Ed Kitchingman, MEC.

18 November 2015, 09:29
Will the industry see red over YouTube's latest offering?

Posted by: Guest blog

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This post is by Andreas Goeldi, Chief Technology Officer of Pixability.

Last week saw the introduction of YouTube Red, a $9.99 monthly subscription service that allows users to watch videos offline, play videos in the background, access exclusive content from YouTube's most prolific creators, and - perhaps most importantly - watch videos without interruptions from advertisements.

18 November 2015, 09:19
Emotional insurance

Posted by: Edward Bell, CEO, FCB Greater China

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In some respects, the insurance industry in Asia seems to think it is 1976. The industry is dominated by hoards of insurance agents, as it was years ago. Although they knock on your WhatsApp account now rather than your front door, a human army is still the main distribution channel. And the fear-based strategies that defined the industry's communications are still in use. Cringeworthy ads of concerned, but pleasant-looking insurance agents, with clipboards in hand, stand in the hospital room as tearful family members nod appreciatively that their policy will pay up.

Well, things seem to be changing. Some new brands have entered the market with a direct attack on the establishment. In Singapore, NTUC, a local brand, is trying to drive a wedge between it and the large multinationals with its 'Simple, Honest, Different' positioning. And, in an interesting move that seems to borrow from online dating, they offer a system where you can 'choose your agent' via their online app, where you can view their profile picture and other important digits.

17 November 2015, 09:38
Privacy and the importance of "informed choice"

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

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Who owns your data? Who has access to it? How is it being used? Can it, will it, ever be used against you? How is data being managed? And can data ever discriminate? These were some of the important questions raised at a recent debate hosted in London by The Foundation, an independent growth and innovation consultancy.

Information is multiplying and in many ways is making life simpler and more convenient, but, according to Charlie Dawson, founding partner at The Foundation, people are becoming more and more aware that their entire lives can be "captured, examined and publicised" and so "consequences are starting to emerge", he warned.

13 November 2015, 11:30
The value of brand valuations

Posted by: Brian Carruthers, News Editor, Warc

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Brand valuations are bullshit, according to Mark Ritson, associate professor at the Melbourne Business School. And he told an audience at the Festival of Marketing just why this was so, outlining three "sins" committed by those whose business it is to come up with them.

First up was variation: how is it possible, he asked, that they can value the same brands so differently – not just a few millions either way but billions of dollars. There were "outrageous differences", he declared, offering up the examples of Apple and Visa. While the three leading brand valuation businesses – Interbrand, BrandZ and Brand Finance – all agreed that Apple was the world's biggest brand, Brand Z's valuation of $247bn was almost twice that Brand Finance's $128bn. The difference of $119bn was, said an incredulous Ritson, equivalent to the GDP of Belarus. And when it came to Visa, BrandZ's valuation was 15 times greater than that of Interbrand.

13 November 2015, 11:09
The New New Thing

Posted by: Faris Yakob, Co-founder, Genius Steals

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The New New Thing is a silicon valley idea, enshrined in a fantastic eponymous book by Michael Lewis. The deceptive thing about the future is that it always feels like it's just about to happen – but never does. Not just in the obvious, inevitable, Zen sense. More in the version painted by the philosopher Alan Watts, that the story of life as an endless narrative of progress is ultimately a hoax. It's not that progress doesn't occur – that part is inevitable; change is growth and change is the only constant.

But our concept of 'The Future' is an illusion. There is no moment that delineates the present from the future, and each day, and every day, feels mostly the same. Still, Alan Watts says, we "are conditioned to be in desperate need of the future". The future is the manifestation of our hopes.

12 November 2015, 10:01

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