New WARC Awards for Effectiveness, North America Edition launched
Creativity & effectivenessNorth America (general region)
WARC, in association with LIONS, is today launching the WARC Awards for Effectiveness, North America Edition, built on the best-in-class effectiveness framework, which will award the best in North American marketing across six categories – here’s what you need to know.
Cheryl Guerin, EVP, Global Brand Strategy & Innovation at MasterCard will chair three categories: B2B, Customer Experience and Cultural Impact.
Pam Forbus, SVP, Chief Marketing Officer of Pernod Ricard, USA, has been appointed Jury Chair of the Instant Impact, Sustained Growth and Brand Purpose categories.
The juries will score papers according to campaign objectives, insight and strategic thinking, implementation, business effects and lessons learned.
They will then be benchmarked against the Creative Effectiveness or B2B Effectiveness Ladders providing entrants with a clear idea about where their work fits on the six rungs of the relevant ladder.
For each category, the juries will award a Grand Prix as well as Gold, Silver and Bronze accolades.
How to enter
The Awards are free to enter and open to all agencies and brands from the North America region. Papers will be accepted until 21 September.
More information on the new WARC Awards for Effectiveness, North America Edition, and how to enter is available here.
The newly launched WARC Awards for Effectiveness North America are part of a suite of WARC Awards, which also include the global WARC Awards for Effectiveness, and two other regional competitions – the WARC Awards for Asian Strategy and the WARC Awards for MENA Strategy.
Video: Condé Nast’s platform for growing its business
Content marketingOnline video planning & buying
Global publisher Condé Nast is investing heavily in the burgeoning video market to grow its digital business through video content.
Why it matters
While COVID-19 has impacted various industries severely, it has been an accelerator for businesses like the video market and brands must take a video-first approach to connect with consumers more deeply.
Consumer sentimentEnvironmental & social issuesMoney & finance
The initial response of consumers to the various crises the world faces has been one of prudence, according to global research by Kantar.
Why it matters
After two years of COVID-induced disruption, war in Ukraine is accelerating supply problems and helping fuel a cost-of-living crisis – all this as the climate crisis continues to loom. These are alarming times, where a minority already describe difficulty in affording food. While most people around the world report they are coping now and expect to adapt as necessary in the months ahead, the situation could yet develop in unexpected ways depending on how governments and businesses react to ongoing events.
What brands can do
The associations marketers have built for a brand remain its anchor: don’t change character but do reassess activation.
Look for opportunity in the disruption and consider how to deliver more value to hard-pressed customers.
Maintain investment, or prepare for permanent loss of equity.
Think differently about the changing needs – functional, social, emotional – of customers and find ways to reduce their sense of risk.
Work on the brand’s ESG position to find a sweet spot between what matters to customers and what the brand has a right to do.
“Consumers are becoming more prudent, but not yet shopping with aggressive parsimony, as their decision making is not led by price only” – Karine Trinquetel, Global Innovation Director & Strategy Lead for the Sustainable Transformation Practice, Kantar.
Radio & audio planning & buyingUnited KingdomAdvertising expenditure & forecasts
UK digital publishing revenues are growing, with digital audio the star performer, up 500% in Q1 2022 compared to a year earlier.
That’s according to the latest Digital Publishers’ Revenue Index from the Association of Online Publishers and Deloitte which shows total annual digital revenue among its members grew 18% to reach £610.3m for the year to March 2022.
Why it matters
Admittedly the actual sums involved in digital audio remain small at just £4.2m for the quarter, but the direction of travel is clear. During pandemic lockdowns, many digital publishers launched radio offerings and podcasts to attract new audiences. “There are as many daily podcast listeners as there are online radio listeners, with one in ten UK adults under the age of 25 now having access to a paid-for podcast subscription,” notes Dan Ison, lead partner for telecommunications, media and entertainment at Deloitte.
Total digital publishing revenue in Q1 2022 was £151.6m, with 50% of respondents reporting positive growth.
Subscriptions were up 14.7% year on year in Q1 2022 to £38.2m – indicating that people are still prepared to pay quality journalism.
Display advertising remains the largest category reaching £66.4m in Q1, a 23.9% year-on-year increase.
Multi-platform revenue was up 21.7% while mobile devices and desktop saw revenue declines of 16.1% and 35.2% respectively in Q1 2022. This indicates advertising campaigns are being run across at least two different devices, reflecting the way consumers access content across platforms.
B2C revenue grew by 24.3%, driven by a significant expansion in sponsorship and digital audio; B2B revenue growth was more muted at 8.7%.
At a time when the cost-of-living crisis is squeezing household finances, many will be questioning the necessity of their media subscriptions.
Power and responsibility: How the ad industry can drive sustainability
India’s advertising industry can and must champion sustainability, both within the sector as well as by encouraging clients to embrace it.
Why it matters
When approaching sustainability, businesses must view it from beyond a marketing perspective and integrate it into their business strategy, and agencies have the power and responsibility to shape how brands can look at their communications responsibly by avoiding greenwashing and matching sustainability efforts to cultural nuances.