The Warc Blog

Highlights from CASSIES 2016: Vokens, new usage occasions, real-time OOH, 'moment' marketing & a memorable mnemonic

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

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The CASSIES (Canadian Advertising Success Stories) are now ready for warc.com subscribers to read! The CASSIES recognise and reward the business effectiveness of Canadian advertising. There were 38 case studies in total, which Warc subscribers can browse here . Always, the feminine hygiene brand’s #LikeAGirl campaign and “Groceries Not Guns”, a campaign for Moms Demand Action for Gun Sense in the US, shared the Grand Prix prize. But if you’ve only got time to read a few I highly recommend the following.

Mark’s: Ready for winter

29 February 2016, 16:43
"Sensploration": When sensory marketing meets neuroscience-inspired multisensory design

Posted by: Guest blog

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This is a guest blog post by Prof. Charles Spence, Head of the Crossmodal Research Laboratory at Oxford University

Sensory marketing is big business, and getting bigger(1) . While Aradna Krishna was hinting at the "sensory explosion" to come just a couple of years ago, the signs are that 2016 is the year that multisensory goes mainstream. So, welcome to the exciting new world of sensploration(2). While marketers have been stressing the value of atmospherics(3) , and the experience economy (4) for decades, it always felt like companies were trying to use scintillating sensory cues in order to massage the wallets out of their consumers' pockets, rather than to deliver genuinely engaging and stimulating experiences in their own right(5).

24 February 2016, 12:29
Building new brands: addressing some common misconceptions and questions

Posted by: Guest blog

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This post is by Professor Jenni Romaniuk, Associate Director (International) at the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing. Jenni is co-author, with Professor Byron Sharp, of How Brands Grow Part 2 (Oxford University Press, 2015).

Successfully launching a new brand is one of the toughest challenges in marketing. New insights from the Ehrenberg-Bass Institute for Marketing Science draw on one of the chapters in the book How Brands Grow Part 2, Emerging Markets, Services, Durables, New and Luxury Brands. In this blog, I will address some of the common questions and misinterpretations that emerged.

23 February 2016, 15:10
Unlocking potential in the market research industry through digital

Posted by: Guest blog

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The world has become increasingly connected through the proliferation of digital channels in recent years. A clear-cut example of this is the decline of print media as digital takes precedence. Omnicom’s recent annual news consumption report reveals that printed newspapers are now the least popular medium for checking news, behind digital outlets such as the internet and television, which enables consumers to access their news quicker and in real-time. With the rise of digital comes increased popularity of mobile, ushering in an era of innovation and the opportunity for businesses like Uber to connect with consumers at a much faster pace. Indeed, Deloitte’s 2015 Mobile Consumer Report finds that three quarters of adults (76 per cent) own smartphones, so it’s no surprise that such digitally led and connected businesses are thriving.

Consumers are gravitating towards products and services which offer them information in real-time and are always-on. It stands to reason then that business to business services, like those operating in the market research industry, should also be able to take advantage of these popular new operating models. Ironically for the market research industry, digital has transformed how it connects with consumers but not how companies connect with their peers. As a result, a recent GRIT report by US organisation, Greenbook, has found that a large percentage of the industry agrees that by 2020, half of full service research agencies will be out of business. Furthermore, the IPA’s latest Bellwether Report found that spend in market research has declined by 7.3 per cent.

23 February 2016, 09:20
Why you should care about the GDPR

Posted by: Guest blog

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This guest blog is written by Graham Temple, Chairman, IPM

To the creative industries in general, data is like the accountant you find in the kitchen at parties. You know its role is important, you may even have relied on it yourself in the past, but it’s hardly fun, is it? Well, the accountant in the kitchen is set to take centre stage at the creative party, and it’s all down to the GDPR.

19 February 2016, 15:29
Moment marketing: how to exploit the moment

Posted by: Guest blog

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This guest post is written by Craig Tuck, UK Sales Director at RadiumOne

The recent IAB study, which showed the degree to which people use connected devices whilst watching TV, raised the concept of "switch-screening" – these devices aren't a "second screen" to TV but are now on equal billing. This reinforces the increasing importance of moment marketing, so how best can you exploit this?

19 February 2016, 10:45
How costly signaling makes ads more effective

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

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In the nineteenth century Charles Darwin was struck by a number of oddities in the natural world that contradicted his theory of evolution. The peacock, for example, with its huge cumbersome tail baffled him to the extent he wrote to Asa Gray on April 3rd 1860:

"The sight of a feather in a peacock's tail, whenever I gaze at it, makes me sick".

18 February 2016, 12:14
Point of view: China's running race

Posted by: Edward Bell, CEO, FCB Greater China

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In mid-2014, this column talked about the troubles of China's sports brands in getting Chinese to put down their smartphones and do a bit of exercise. Whether it be outdoor hiking, swimming, soccer, basketball, while they are all growing, across the board, the incidence of people around China volunteering to exert themselves in the name of for-the-love-of-it sport remains very low. However, we may be witnessing the beginning of China's own jogging revolution, akin to that which took hold of the US in the 1980s. Chinese are now running all over the place. And it is brands' use of mobile media that has provided the necessary inspiration.

How things have changed. When I worked at Adidas several years ago, in order to create the impression that the Shanghai Marathon was popular, the Shanghai authorities had to call on the army and Communist Youth League to 'fortify' the number of runners participating. Tellingly, their heart wasn't in it, as most of them dropped out after the first 5K.

11 February 2016, 17:11
What tech really means

Posted by: Gareth Kay, Co-founder, Chapter

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I'm writing this column during the annual marketing world decampment to CES. More headlines, as usual, about whether new technology X or Y will change the game for marketers; more nascent platforms trying their hardest to get a slice of the easy money they see brands offering. Every year, it reminds me of the fundamental misunderstanding we have of what technology actually means.

We have a habit of equating technology with the shiny new thing – the new platform, site or piece of code that becomes the talk of the town. A few years ago, it was the rise of social; this year, it seems to be the promise of VR. Undoubtedly, all relatively important things that might unlock new ways to tell stories and/or reach people. But this shiny stuff is like a fireworks display – it glows brightly enough for a short burst to turn heads but then tends to fade away into the night.

09 February 2016, 16:13
Mad Men needn't be mad at social

Posted by: MEC

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In this blog, MEC's Ed Kitchingman suggests that Social media hasn't set the ad industry back, nor is it a poor misguided cast-off. Brands that get it right, benefit from campaigns with greater reach, engagement and creativity

Ian Leslie wrote a much-praised piece last year in the Financial Times on 'How the Mad Men lost the plot'. the article critiqued the ad industry and its previous obsession with digital. It's a good read and makes some great points.

08 February 2016, 10:10
 

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