WARC

Remember when that Snoop ad for Solo Stove was declared one of the best ads of 2023? And then in January when it was declared a flop? Maybe it's time to get the real story. As part of the Creative Impact track from WARC and Cannes Lions International Festival of Creativity, we've asked the team to lift the lid on what really happened - and bring the numbers to settle the matter once and for all.

Last night we hosted a wonderful evening in Toronto with LG2 on Marketing Effectiveness and Why It Matters ✨ We heard from our very own Elizabeth Kennedy, Commercial Director at WARC on the importance of Marketing Effectiveness. We then heard from minds behind work that is both creative and effective, Nuno Bamberg, Senior Vice President of Brand & Marketing at Sleep Country Canada, Sorin Patilinet, Senior Director - Global Marketing Effectiveness at Mars, William Labelle, Lead Strategist at LG2 and Josh Stein, Partner & Chief Creative Officer at LG2. #MakeitWARC #MarketingEffectiveness

Is media fragmentation making you feel uncertain lately? With #media all over the place and rising advertising costs, it is harder for brands to reach and connect with audiences. Given these challenges, we’re running a webinar to help you navigate today's dynamic media landscape. Join: ✨Steve Lockwood Head of Client Measurement at TikTok ✨Chloe Ashcroft Senior Paid Media Executive at PrettyLittleThing.com ✨Mahmud Mahmud Creative Data Strategy & Media Lead at Joli ✨Alex Brownsell, Head of Content for #WARC Media Save your seat 👉 https://loom.ly/8StcRTY #MakeitWARC #MediaEffectiveness

10 years ago, in a small room near the toilets... we did something a bit special 👀 In 2014, the team at #WARC convinced the people behind the Cannes Lions International Festival of Creativity that there was an audience of strategists and marketers in Cannes Lions with an appetite for a different type of content. They took a punt and gave us a room little bigger than a broom cupboard. We filled it with Martin Weigel, Partha Sinha, Lucy Jameson and Neil Dawson (turns out we had a bit of an eye for talent!) - and a lot of eager strategists keen to hear from them. A year later, the boss of Cannes Lions walked past our (slightly bigger) room and saw so many people trying to get in he mistook it for the Lady Gaga press conference. Instead, he found the mighty Paul Feldwick moderating a panel on the future of strategy. Fast forward to 2018 and WARC was acquired by Ascential and became a formal sister brand of Cannes Lions. And now - the Creative Impact track is one of the biggest #content streams at the Festival. But the mission remains the same - bring strategy and effectiveness to the heart of the biggest (marketing) show on earth. Roll on Cannes Lions 2024. One month to go. (Picture 1 - 2014, Picture 2 - 2018 🙌) #MakeItWarc #CreativeImpact24 #CannesLions #BoldMindsBoldMoves

You’re 2.5 times more likely to increase brand health if your marketing campaign focuses on a promise to the customer 🤯 If you didn’t catch Paul Stringer, PhD and Mimi Turner today at #AWEUROPE24, where they explored the power of making a #B2B customer promise, feast your eyes (and brain) on the research behind the talk here 👉 https://loom.ly/4eJgBIM - written with The B2B Institute. Advertising Week 💙 #BoldMindsBoldMoves #WARC

Last night we hosted an evening of celebration in NYC as we recognized the companies who made waves in our WARC Rankings 💙 We enjoyed networking, cocktails, dinner and some juicy #WARC insights.  Cheers to those who ranked high on the Rankings, it’s an incredible feat ✨ #MakeitWARC #WARCRankings #MarketingEffectiveness

Lights, camera, action! 🎬 Advertising Week Europe 2024 is rolling out the red carpet for the greatest names in the industry. Get ready to be inspired, challenged and empowered to push the boundaries of creativity. There’s still time to register: https://loom.ly/2WCci4w #AWEurope24

The shortlists for the WARC Awards 2024 are now live 🙌 The regional Bronze, Silver and Gold winners will be announced on 22 May, followed by the Global Grand Prix winners on 13 June. Go to 👉 www.warc.com/our-awards now. #WARC #MakeItWarc #WARCAwards #Shortlist #WAFE2024 #BoldMindsBoldMoves John Bizzell

The appetite for short-form video has increased exponentially, giving advertisers the ultimate stage to shine and drive brand growth 📈 🚀 In the latest report, in partnership with TikTok, we're diving deep into the world of short-form video to show you how to: 🌟 Harness the power of short-form video as a mass-reach channel 👀 Discover why short-form video captures high-quality attention like no other 🔄 Uncover how short-form video amplifies the effects of your other channels Check out our report now for all the #tips and best practices you need to succeed with short-form video 👉 https://shorturl.at/hlKZ4 #MakeitWARC #MediaEffectiveness

Today is the 8th China Brand Day since it was decreed by China's State Council in 2017.🇨🇳 I'm grateful for the chance from China Association of National Advertisers' "Brands Going Abroad Work Committee" roundtable to once again be at a government event. Here are some key takeaways with guests from Dreame, Bluefocus, Shanghai Jiaotong University and more: 💌 Chinese brands going global is akin to "civilian diplomacy," where building trust through various channels is crucial. Attention is now a double-edged sword, capable of both fostering goodwill and breeding mistrust. Therefore, trust is more important than brand fame. 🎒 While there are cultural differences between China and foreign countries, there are also commonalities. Brands venturing abroad should focus on universal values and find common ground among different ethnicities. Being aware of differences helps us avoid pitfalls, but seeing commonalities secures our brand foothold. 📿 European consumers are influenced by environmentalism, minimalist living, diverse aesthetics, and local welfare, for example. These concepts are no longer just icing on a cake for a Chinese brand marketing in Europe but essential for compliance and for the sense of social identity they evoke. 💄 China's rapid pace of iteration creates unrealistic expectations for Chinese brands expanding overseas. After competing in the domestic market for too long, everyone becomes afraid of slowness, but speed shouldn't be the overarching motivation for globalisation. 🌹 Brands that succeed overseas are typically strong and outstanding domestically, but past success shouldn't hinder adaptation to a new market. Success should be studied for its replicability in different contexts. The full event report will also appear on WARC 🥊#chinaoutbound #globalisation