How will the virtual reality opportunity develop for brands?
This guest post is written by Ken Parnham, General Manager Europe at Near
Advances in virtual reality have developed rapidly in recent years and technology that was once considered futuristic has finally hit the mainstream. Devices such as Oculus Rift, Samsung’s Gear VR and HTC Vive, and Sony’s soon-to-launch PlayStation VR are making captivating virtual experiences accessible to the masses.
From the wisdom of crowds to the winner's curse, and how Media buyers should zig when the world zags
Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD
In 1906 Francis Galton, the country's foremost statistician, attended the West of England Fat Stock and Poultry Exhibition and uncovered an intriguing phenomenon.
Galton was interested in the highlight of the country fair: a guess the weight of an ox competition. After the competition ended, Galton analysed all 787 entries and stumbled upon a surprise finding. The median of all the guesses was remarkably accurate – 1,207 lbs, compared to the actual weight of 1,197 lbs.
The rise of ACGN culture
Edward Bell, CEO, FCB Greater China
Across North Asia, the murky, semi-closeted 2D world of ACG (Animation, Comic, Game - and now also 'N' for short novel) is aggressively taking territory from the 3D world of traditional culture by breaking down the walls that have kept them apart. And it is profoundly changing the way that brands are behaving.
The world of cosplay - anime that originated from Japan - is not new. Living in Shanghai as I do, from time to time I see adult elves and fantasy warriors somewhat self-consciously waiting in line for taxis and trains. But it was always a subculture, operating below the glow of the big-business billboards and the massive malls that set the pace of mainstream consumerism in the major cities of China and North Asia.
Three things I want to see at this year's Warc Prize for Asian Strategy
Andreas Krasser, Head of Strategy & Innovation, DDB Group Hong Kong
To say that I am very honored judging the 2016 Warc Prize for Asian Strategy would certainly be an understatement - not just because of the extremely humbling panel of fellow judges, but also because I personally hold a great deal of this award. After all, it's Asia's first dedicated competition rewarding great strategic marketing thinking from the region.
So logically, I have closely followed the prize's case studies over the last few years - with admiration as well as a little dose of envy - and I have to say, the entries just seem to be getting stronger and stronger. While based on this trend, we should be expecting the best and most exciting year so far, I still have three very specific criteria in mind that'll separate the good from the great.
Chatting in China
WeChat has become the Swiss Army knife of the socio-digital world in China, says James Hayle, MEC Social Insight Executive
The Great Firewall of China, the Chinese government's censorship project, blocks many popular western sites and services such as Facebook, Google, Twitter and Instagram. In effect, this closes off and isolates an enormous part of the Chinese market from the socio-digital western world. This has enabled a number of hugely popular home-grown state-driven services to emerge, the most prominent of which is WeChat.
Warc in Cannes: The stories behind the world's best campaigns
Joseph Clift, Product Manager, Warc
One of the most effective campaign strategies is to go big, aim to stoke people's emotions and focus on a social issue. At least, that's the strong message from this year's Warc 100 results, which track results from 79 effectiveness and strategy awards around the world and rank the year's best marketing campaigns and companies. Two of the year's top 20 campaigns exemplify this strategy, and centre on one issue in particular: female empowerment.
And we at Warc are happy to host a session at the Cannes Lions International Festival of Creativity next week that will explore the stories behind both of these campaigns. 'This Girl Can', from FCB Inferno, promoted female participation in sport, for its client Sport England. And #likeagirl, from Leo Burnett for Always, a feminine hygiene brand, confronted negative societal stereotypes around doing things "like a girl".
System 1 or System 2? The Answer: Mind Modelling!
David Penn, Managing Director, Conquest
Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand can be fully explained by emotion alone.
Think of the great work done by Binet and Field (The Long and Short of It, 2013) quantifying the commercial benefits of non- rational advertising (aimed at the implicit/emotional mind) vs. rational advertising, designed to communicate a rational benefit. Each targets a different part of our brain, and both work - but in their own way. Non rational/emotional campaigns aim at System 1 and build brands over time by building positive implicit beliefs and emotional engagement; rational advertising seeks to engage our System 2, persuading us of product benefit and prompting us to buy.