Parish Pump: World Advertising Research Centre
During the early summer of 2003 we had an introductory offer to WARC which you can still take up if you click here. It is basically a months free trial access. But just to tantalise you even more – here’s a straight list of some of the latest articles on the WARC site. And remember if you register via our site it saves you money on the trial and the subscription.
Welcome to Novembers new content update from WARC.com
IPA effectiveness 2005 stop press
Following last night’s ceremony in Belfast, I’m pleased to let you know that all 23 winners of the 2005 IPA Effectiveness Awards are online now at www.warc.com/IPA2005.
These case studies represent the very best examples of effective communications produced by advertising and media agencies with incomes up to £20 million – amongst them campaigns for Bakers Complete, Travelocity, Tizer, First Choice and ScottishPower.
To say that these are hot-off-the-press would be a lie – because they haven’t even gone to press yet! But once they have, they will be available in Advertising Works 14, due out early January. You can pre-order copies now in the WARC Bookstore.
In the meantime, 23 must-read papers await you at www.warc.com/IPA2005.
This month sees the arrival of new case studies from The Account Planning Group’s Creative Planning Awards, conference papers from ESOMAR as well as issues of The Advertiser, The International Journal of Market Research and The International Journal of Advertising.
All these papers – and more – are available for browsing on our New Content page.
But first … we are developing a new version of WARC.com. If you can help us by answering occasional questions about your information needs, we would like to hear from you. Simply register your interest online and we will be in touch shortly.
And second … a note to draw your attention to Driving Top-Line Growth. This brand new IPA report examines the strategies of 52 award-winning brands from the last 10 years of the IPA Effectiveness Awards, focusing on the common elements behind their phenomenal success. Full details are available in the WARC bookstore, whilst a summary version, How to Grow Your Brand, is online now offering 10 learning points from the report’s wider analysis.
Creating Effectiveness – the proof is in the planning
To the agency outsider, the role of account planners can be hard to understand. So how better to illustrate the importance of these strategic shamans than with a showcase of winners from the Account Planning Group’s Creative Planning Awards?
Leading the field is the Grand Prix-winning tale of how the iconic Kit Kat confectionery brand ditched its legendary ‘have a break’ slogan, which research suggested was no longer being noticed. But rather than severing its hard-won position as the chocolate bar synonymous with ‘a break’, sleight-of-hand planning refreshed the proposition and reinforced Kit Kat’s longstanding dominance in its category.
Equally impressive is the case of Honda’s ‘Power of Dreams’ campaign, and its fundamental objective of humanising the core strength of the Honda brand – quality engineering. But before the infamous ‘Cog’ commercial was aired to international acclaim, planners and creatives collaborated on the production of ‘The Book of Dreams’, a brand manual that formed the bedrock of all Honda’s communications.
A similar problem on a global scale was faced by the electronics giant, Sony: how to bring warmth to a brand that consumers perceived as distant. The use of qualitative research was central to the solution that repositioned Sony as a partner in, rather than a provider of, electronics.
And Johnnie Walker whisky, another brand of global standing, underlined its aspirational positioning with its ‘Keep Walking’ campaign. Extensive research developed a strategy that enabled local adaptation of a consistent global message.
The ever-changing world of TV
TV, as we all know, is changing. Whether it’s screens, programmes, viewing habits or, more pertinently here, brand communications, old truths are falling by the way side as technology marches on.
Product placement is coming to the fore, as brand owners seek new ways to cut through the cluttered schedules of back-to-back 30-second spots. Gargling with Pepsi – putting a value on placement is an investigation into assessing its worth.
For the traditionalists, the influence of programme context on advertising effectiveness is explored in Idolised advertising, which examines the synergy between ads scheduled during the international TV phenomenon, Pop Idol.
And in an age where people can surf the web on their phone and make calls via the web, Media multiplexing in the United States looks at how media consumption is becoming a grazing activity across many different channels. It includes a comparison of the multiplexing habits of different demographic groups and, crucially, their intersection with advertising.
Finally, Measuring television viewership through a multi-method approach exploits three information sources – peoplemeters, telephone research and online panels – in an attempt to produce accurate in- and out-of-home viewing figures for the NCAA basketball tournament amongst 18-24 year-old Americans.
Client-Agency Relationships: marriage or fling?
Last but not least, much has been written on the complexities that often characterise – and break – client-agency relations.
Taking a realist’s approach, Encouraging provocateurship argues that the constructive conflict between clients and agencies should be embraced, and sets out a series of ways to harness it for positive results.
In a more democratic spirit, What is the single most important factor in client-agency relations? distils the wisdom gathered from a round-table discussion of 8 client and agency bosses in theUnited States. And in How an agency evaluates a client, Saatchi & Saatchi lists the 20 characteristics that it looks for in a client, before it takes them on – a luxury many smaller agencies would die for.