The Warc Blog

The age of consent: How to maintain customer relationships in the wake of GDPR

Posted by: Scott Logie, Customer Engagement Director, REaD Group

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As the countdown to the impending General Data Protection Regulation (GDPR) continues, so do the media conversations seemingly intent on creating panic in the marketing industry. There is much speculation around how the new rules will impact brands' abilities to understand and communicate with their customers. After all, data has fast become the foundation of marketing and brand relationships in today's digital age.

One of the most crucial changes for marketers to prepare for is that of 'consent,' the permission given by an individual to allow the processing and use of their personal data. Draft GDPR guidance issued by the Information Commissioners Office (ICO) this month indicates that marketers will have to be far more transparent when it comes to asking consumers for this permission. For example, things like pre-ticked opt-in boxes will no longer be a valid means of obtaining consent. Instead, businesses will be required to obtain unambiguous consent from consumers with active opt-in protocols, and must provide granular details into how the data will be used upfront. Consent requests cannot be tied up in other terms and conditions or be a precondition of signing up to a service. And for each channel through which a brand can communicate, consumers must be given separate consent options so they can pick and choose what ones they do and do not agree to.

21 March 2017, 00:00
RLF announces judges for Ginny Valentine Award for courage in research

Posted by: Fiona Blades, President and Chief Experience Officer, MESH

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On Tuesday, March 14th, after a fantastic day at the MRS Conference, a selection of research revolutionaries descended upon Vout-O-Reenees - a club for the ‘surrealistically distinguished’ - to celebrate 10 years of the Research Liberation Front.

The RLF is a group united by beliefs that someone needs to do something about the old, out-of-date methodologies still in use today, to push the boundaries and find creative solutions to problems.

17 March 2017, 00:00
Stop being scared of the digital natives and do the marketing you're paid to do

Posted by: Martin Hayward, Hayward Strategy & Futures

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You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage?

For many marketers, digital is that person. It's a mysterious clued-in presence that turns up everywhere, looking cool and monied, but we're just a bit too scared to ask exactly who they are, what they do or to question whether it makes sense. So we pretend we know and treat them with the awe that everyone else seems to.

16 March 2017, 00:00
Facebook 360: The fight for VR's frontier

Posted by: Dan Calladine, Head of Media Features, Carat Global

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The news that Facebook has created its first app for VR headsets shows that the company is trying to remind people of its position as a leader in the field, how much 360° content there now is, and its ambitions to move onto new screens.

360° is essentially the content for VR headsets that is easiest to make, and of more interest to casual users than high-end VR games. Google has been active in this area for a few years, even helping to fund educational content like its Expeditions, and has shipped 10m Cardboard viewers to let people convert their phones into low-end headsets. It has also shown how engaging the content is; headsets are the ultimate in 'lean-in'.

14 March 2017, 00:00
There's No Room to Rhumba in a Sports Car

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

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It can legitimately be said that Elvis Presley probably made more terrible records than any other artist in history.

The show, simply titled 'Elvis', went out on December 3, 1968 on the NBC television network.

10 March 2017, 00:00
Effectiveness in the digital age: Insights from Les Binet

Posted by: Olivia Alderson, Marketing Executive, Warc

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Understanding how effectiveness works in the digital age has become the mission of modern marketers. We cover this in detail in our Toolkit 2017 of Marketing Trends, which includes a whole chapter on the subject.  

The current debate

09 March 2017, 00:00
Persuading publishers to see the bigger picture will help marketers overcome the viewability challenge

Posted by: Marc Rouanet, President and Co-founder, Sublime Skinz

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Prior to making a purchase online, the chances are you will have been exposed to some form of advertising from that brand – consciously or subconsciously – at some point during the customer journey. At least that is the belief of digital marketers who are increasingly having to rely on traditional viewability metrics as a method of proving their ads' success.

Most publishers and advertising agencies have already adopted vCPM (cost per thousand viewable impressions) as a predominant metric for brand campaigns, and recent research reveals an industry majority believe that all brand ads will be secured on a vCPM basis within the next 18 months. Meanwhile, publishing giants Google and Facebook have added to the pressure with their recent promises of 100% viewability.

08 March 2017, 00:00
Birth of the RFP

Posted by: 4A's

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With the backdrop of its 100th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Over the next several months - running up to the 4A's Transformation Conference in April and beyond - we'll take a look at some of the defining (and often surprising) moments in U.S. advertising agency history through the 4A's window.

06 March 2017, 00:00
Decoding brand identity: The hidden truth behind brand love

Posted by: David Penn, Managing Director, Conquest

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Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things.  More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to.  The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.

And so, inevitably, to the Donald. Amid the furore surrounding his election, I've yet to come across a completely compelling explanation of why he won. Socio economic status doesn't hack it – Hillary actually polled better among the least advantaged groups.  Nor does gender - a surprisingly high percentage of women voted for a man who many regard as misogynist. Race was a stronger indicator, although Republican candidates have a woeful record among African Americans and Hispanics, and Trump fared no worse than other recent presidential hopefuls.

06 March 2017, 00:00
Modern masculinity: Are we in crisis?

Posted by: Florence Evans, Planner, iris Worldwide

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In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé. But while we've been trying to address female stereotypes, have we been blind to the stereotypes around masculinity? Our view on what it is to be 'a man' still remains limited.

The qualities associated with being a man are often deeply ingrained. The OED offers 'vigour' and 'toughness' as synonyms for 'masculinity'. But these are determined through society and culture, rather than biology.

01 March 2017, 00:00
 

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