2012 toolkit

warc trends
2012 toolkit
(sample version)

© Copyright Warc 2012. All rights reserved.

Warc Trends >> 2012 Toolkit >> Introduction

New challenges, new ideas
Introduction >> Welcome to Warc’s we highlight in this report are not links
New challenges, 2012 Toolkit – a country-specific. Some have very dif- About this report
new ideas
guide to new ideas ferent implications depending on the The 2012 Toolkit is divided into To find out more
1 Consumers >> and best practice market, but we think that marketers ten chapters, each of which cov- about the ideas
The new middle in marketing from all over the world will recognise the ers a different marketing topic. in this report,
classes
around the world. ten challenges we list here. Each chapter looks at a key click on the links
2 Brand The goal of this Second, we looked for areas where trend or challenge that we think highlighted in
Management >>
report is to highlight some of the we could provide real-life examples brands and agencies will face in blue in the text.
Glocal-plus
key challenges marketers will face of companies rising to the challenge. 2012; they show how companies Most will take
3 Integration >> in 2012, and to look at ways major Warc’s basis is ‘ideas and evidence around the world are respond- you to content on
Orchestration brands are responding. We have se- for marketing people’, and we hope ing, and offer some tips on how warc.com
4 Innovation >> lected ten areas of concern to brands both are on display in this report. to do the same.
Corporate creativity – from metrics to content, and effec- Warc is a sub-
5 Effectiveness >>
tiveness to innovation, and in each A work in progress Each chapter includes: scription service.
Return on one looked at the latest thinking and Finally, it’s worth pointing out that Subscribers will
sponsorship best practice. The basis is the wealth there are no simple answers to many briefing on the challenge
A need to log in
6 Buzz
of analysis published on warc.com – of these issues, and no silver-bullet facing brands, plus the trends to access the
The many, our editors have highlighted the most solutions. Marketing best practice that are driving it. articles. Non-
not the few interesting new ideas and recurring has always been a work in progress, subscribers can
7 Content
themes they’ ve seen on our site and and never more so than now. ‘Tell me more’ section that
A take a free trial
Brand journalism in our publications. 2012 promises to be a turbulent looks at the subject in more of the service in
This report is not a straightforward year for marketers all over the world. detail and provides links to order to view the
8 Metrics
‘trend prediction’ piece, nor is it a Ongoing economic pressures and further reading. pieces.
Social ROI
retrospective; it is designed as a new technology have called into
9 Data toolkit to give marketers some insight question the role of marketers, and ase studies and data to sup-
C
Real-time planning into how the world’s best brands are the skillsets they need to succeed. port the argument.
10 Insight responding to changing demands, We hope this document will aid both
Cultural connection and to highlight ways other brands brand owners and agencies as they ction points drawn from the
A
can follow their lead. look for answers. analysis and case studies on
We used two key criteria when warc.com.
compiling this report. First, we David Tiltman
looked for ideas that affect multiple International Editor, Warc
markets. The trends and challenges david.tiltman@warc.com

© Copyright Warc 2012. All rights reserved. www.warc.com

Warc Trends 2012 Toolkit Introduction

Economy and technology dominate
Introduction executive summary that use them (8 Metrics)? What is
New challenges, the most effective way to combine
new ideas
Two major trends lie behind the them with traditional channels New markets
1 Consumers ideas in this report. (3 Integration)? How can brands be- and new
The new middle The first is the changing shape of come content-providers rather than
classes
the global economy, and the rise of advertisers (7 Content)? How can
channels
2 Brand markets in Asia and Latin America they plan for word-of-mouth recom- mean
Management
Glocal-plus
as the key drivers of growth for multi- mendations (6 Buzz)? greater
national brands.
3 Integration Shifts in economic power are influ- Reasons to be cheerful
scope than
Orchestration encing the way companies organise Despite the uncertainty, there is Lipton targets Hispanic consumers (1) ever for
4 Innovation brand strategy. They have to identify plenty to be positive about. New mar- creativity –
Corporate creativity emerging groups of consumers – kets and new channels mean greater
both in established markets and scope than ever for creativity – not
not just in
5 Effectiveness
Return on emerging ones (1 Consumers). They just in communications, but across communica-
sponsorship have to think more deeply about products and services (4 Innovation). tions, but
what a brand stands for both interna- And 2012 is, of course, an Olympic
6 Buzz
tionally and locally (2 Brand man- year, and some of the world’s biggest
across
The many,
not the few agement). They have to look for new brands will be rolling out showpiece products
7 Content
sources of insight (10 Insight). marketing programmes. Calculat- and services
Brand journalism The second mega-trend is, of ing a return on sponsorship remains
course, the impact of new media tricky, but the new tools available to Iceland turns to word-of-mouth (6)
8 Metrics
technology. Mobile, tablets, gaming, marketers make activating a tie-up
Social ROI
social networking – the impact of more rewarding than ever before
9 Data these on all areas of business, not (5 Effectiveness). In fact, expect the
Real-time planning just communications, is still being Olympic activations to underline
10 Insight played out. And marketers have only many of the themes of 2012 – global
Cultural connection just begun to work out what to do platforms with locally relevant im-
with the data they produce (9 Data). plementation, content and word-of-
This new environment poses huge mouth strategies at the forefront, and
questions of brand owners. How do a new understanding of how different
they measure these channels, and types of media can work together.
benchmark marketing programmes There is plenty to look forward to. Jimmy Choo’s social treasure hunt (8)


Warc Trends 2012 Toolkit Introduction

At a glance: the Toolkit on one slide

1 7
Introduction Consumers Content
New challenges, The new middle classes Brand journalism
new ideas
In the US, multicultural consum- Some brands are thinking less
1 Consumers ers are the new growth market; in like advertisers and more like pub-
The new middle China and India rural and small- lishers. Brand journalism is a useful
classes
town populations are the focus. approach to the paid/owned/earned
2 Brand C
ase studies: Procter Gamble, model of media.
Management
US; Intel, India. C
ase study: Nissan, Japan.
Glocal-plus

2
8
3 Integration Brand management Metrics
Orchestration Glocal-plus Social ROI
4 Innovation The relationship between global Marketers lack clear metrics for
Corporate creativity and local is becoming more compli- marketing in social media, but it’s
5 Effectiveness
cated as emerging markets become clear that different types of social ac-
Return on central to brand growth. tivity will require different measures.
sponsorship C
ase study: Stella Artois. C
ase study: American Express, US.

5
Heineken’s ‘Star Effectiveness

3 9
6 Buzz
The many, Integration player’ app is an Return on sponsorship Data
not the few Orchestration example of using Sports and entertainment Real-time planning
7 Content New research shows brand-led sponsorship to sponsorship spend is rising globally, Although there’s plenty of talk
Brand journalism ‘orchestration’ is the most effective deliver emotional but there is still a ‘measurement about real-time planning, there are
form of integration. TV and social engagement (5) gap’. Sponsorship is becoming more few examples and no clear definition.
8 Metrics
media are a particularly effective focused on emotional engagement. Responding to ‘live’ data requires
Social ROI
combination. C
ase study: Heineken, Europe. flexibility in budgets and process.
9 Data C
ase study: Kraft, US. C
ase study: Wieden Kennedy, UK.

6
Real-time planning Buzz

4 10
10 Insight Innovation The many, not the few Insight
Cultural connection Corporate creativity Integrating offline and online Cultural connection
Product or service innovation is word-of-mouth is a growing chal- Cultural insight is in fashion.
becoming a key marketing tool. lenge. Some brands are adopting The goal is to create brands built
Customer experience is the main a ‘social by design’ approach to around more than a generic emo-
driver of the net promoter score. marketing communications. tional positioning.
C
ase study: Tontine, Australia. C
ase study: Promote Iceland. Case study: Cadbury, India.


4 innovation
corporate creativity
How do you use innovation to drive marketing return on investment?


Warc Trends 2012 Toolkit Innovation

Innovation meets communication
Introduction BRIEFING great communications ideas. Win- trend drivers
New challenges, ners included a campaign for Puma

W
new ideas
hat’s the best way to gener- that included product development. In just 12 C
ompanies that are creative
1 Consumers ate a return on marketing Consumer technology is providing months, across the organisation, not just
The new middle investment? Recently, opportunities for service innovation. in their communications, have
classes
there’s been a lot of work proving Apps have given brands new (and
we’ve seen been shown to outperform the
2 Brand the link between creative communi- cheap) ways to be useful to consum- the need for competition in share price.
Management
Glocal-plus
cations and effectiveness. But now, ers. Twitter has transformed the cus- strategists to
brand strategists are looking to ap- tomer service strategy of brands such echnology, such as apps or
T
3 Integration ply creativity more broadly; product as Best Buy, and near-field commu-
think more cloud computing, produces
Orchestration or service innovation is becoming a nication and image recognition offer in terms of huge opportunities to innovate
4 Innovation key and effective marketing tool. more opportunities in the future. the complete in terms of service and delivery.
Corporate creativity That was certainly the case in the In an age where marketers are
2011 Jay Chiat Strategy Awards; the looking at buzz and word-of-mouth,
business C
reative corporations drive
5 Effectiveness
Return on common theme behind the winners innovating the product or service opportunities word-of-mouth, and that is now
sponsorship was “entrepreneurship” – coming up experience may be a better bet than Andrew Delbridge, seen as the key to effectiveness.
with great business ideas rather than being creative in communications. Jay Chiat Awards
6 Buzz
The many, s more brands use the net
A
not the few promoter score as a key metric,
7 Content creativity in product and service
Brand journalism will be just as, if not more, im-
portant than creativity in adver-
8 Metrics
tising in driving this measure.
Social ROI

9 Data
Real-time planning

10 Insight
Cultural connection

Puma’s award-winning campaign incorporated product development



Applying creativity throughout a business
Introduction tell me more consumers in a way they never could
New challenges, through advertising. Clorox’s
new ideas
Product innovation is now a huge myStain app is a great example. When you
1 Consumers priority for consumer goods and food are working
The new middle and drink firms, as it is key to driving Winning innovations
classes
revenue growth. But evidence sug- Coca-Cola’s Japanese I Lohas brand
on ‘10%
2 Brand gests that brands should be looking showed the power of innovation, ideas’, you
Management
Glocal-plus
at both product and service innova- using a crushable bottle to give it an have to
tion closely. Creativity, it is argued, eco-friendly positioning. The launch
3 Integration should not be a niche; it should be won the inaugural Warc Prize for
overinvest in
Orchestration applied across an organisation. Asian Strategy in 2011, and case measurement
4 Innovation The case for corporate creativity study author David Elsworth dis- because you
Corporate creativity is set out by James Hurman, Plan- cussed the findings with Warc.
ning Director at Colenso BBDO. He Expect to hear more about this
are unlikely
5 Effectiveness
Return on says creativity is most effective when topic in 2012. Unilever marketers to have the
sponsorship applied across an organisation and, recently unveiled a ten-year plan familiar
at a time when measures of recom- they termed ‘more magic, less logic’.
6 Buzz
mendation or word-of-mouth are The goal was to boost innovation,
benchmarks
The many,
not the few becoming more important, product or particularly around use of technol- and metrics
service innovation are crucial. ogy, and to be more open to trying Jonathan
7 Content
Brand journalism and failing. Similar views have been Mildenhall,
Entrepreneurial shift voiced by the Chief Consumer Officer Coca-Cola
8 Metrics
It’s worth reading the analysis of of Mars Chocolate, who offered a
Social ROI
Andrew Delbridge, Chairman of the 10-point guide to innovation.
9 Data Jay Chiat Awards, who argues that Also, look at Coke’s 70/20/10 rule
Real-time planning ‘entrepreneurial’ strategies came of for marketing investment. 70% goes
10 Insight age in 2011. He cites cases from this on tried-and-tested ideas; 20% on in-
Cultural connection year’s prize that demonstrate the novating based on what has worked;
way brand strategists are thinking. and 10% on new innovations.
There is plenty of literature on Watch out for more on this subject
apps. Some of the most interesting when the Warc Prize for Innovation,
examples are brands in low-interest a $10,000 global case study prize,
categories using apps to engage The I Lohas bottle positioned the brand concludes in early 2012.



Customer experience drives NPS
Introduction what influences THE net promoter score? KEY FACTS
New challenges,
new ideas
T
here is evidence to support
1 Consumers the link between product and
The new middle service innovation and positive
classes
word-of-mouth.
2 Brand
Management
n New Zealand, one study
I
Glocal-plus
asked consumers what made
3 Integration them most likely to recommend
Orchestration a brand (via a net promoter
4 Innovation score measure).

NPS
Corporate creativity

5 Effectiveness
B
y far the biggest influence was
Return on customer experience – it had a
sponsorship score of 81% on a measure of
6 Buzz
factors influencing NPS scores.
The many,
not the few brand’s communications, in
A
7 Content contrast, scored just 5%.
Brand journalism

8 Metrics
Social ROI

9 Data
Real-time planning

10 Insight
Cultural connection
Customer experience 81% Word-of-mouth 8%

Competitive activity 6% Communications 5%

Source: Colenso BBDO, quoted by James Hurman



Case study Tontine
Introduction expiry date brand wanted to boost sales by 30%, The date stamps were at the heart Advertiser
New challenges, re-energise the category and take a of a media and PR campaign that Tontine
new ideas
A great example of applying creativ- leadership position. included TV spots in the evening
1 Consumers ity to the product rather than the ads The starting point was to and ‘pillow exchange’ events. Agency
The new middle comes from Australia, where pillow encourage consumers to The campaign ran for Happy Soldiers
classes
manufacturer Tontine won the Grand replace their pillows more just five days, but the
2 Brand Prix at the 2011 Effies. regularly – beyond two concept delivered lasting Market
Management
Tontine had more than a 50% years, pillows become un- value – brand health Australia
Glocal-plus
share of the pillow market, but the hygienic, but few people metrics rose and sales
3 Integration category was stagnant with little know that. jumped across the catego-
Orchestration differentiation, retailers’ own-label Rather than run a ‘you need ry. And, as the pillows have
4 Innovation was stealing share, and price pro- a new pillow’ campaign, Tontine expiry dates on, they will serve as
Corporate creativity motions were the dominant form of used the product itself, printing ex- a reminder to users to change them.
5 Effectiveness
marketing. In this environment, the piry dates on the pillows. View the full case study
Return on
sponsorship

6 Buzz
The many,
not the few

7 Content
Brand journalism

8 Metrics
Social ROI

9 Data
Real-time planning

10 Insight
Cultural connection Other examples:
Gatorade,
G-Series Product
Launch, US
Fiat, Fiat Mio,
The First Pillow With An Expiry Date campaign saw Tontine re-energise the Australian pillow market Brazil



Action points Innovation

1 S
mall innovations can have big results
Introduction
New challenges,
new ideas
if they are grounded in consumer insight.
1 Consumers
The new middle
Apps, for example, are cheap to make,
classes
but a good one can deliver huge benefits.
2 Brand
Management

2
Glocal-plus

3 Integration
S
et budget aside to test new product or
Orchestration service ideas and be prepared for a high
4 Innovation
Corporate creativity
failure rate.
5 Effectiveness

3 T
hink about the metrics you want to drive
Return on
sponsorship

6 Buzz – they may be different to measures for
The many,
not the few communications campaigns.
7 Content

4
Brand journalism

8 Metrics
T
hink differently about the role of the
Social ROI marketing function. It should be more than
9 Data
Real-time planning
the home of creative communications.
10 Insight
Cultural connection


About Warc’s 2012 Toolkit
This is a sample version of the 2012 Toolkit
from Warc. The full report is available
only to subscribers of www.warc.com.

The 2012 Toolkit gives you current thinking
and best practice in marketing from around
the world. It features ten comprehensive
chapters, each including case studies, data
and actionable points.

Key highlights:
inpoints the ten biggest challenges and
P
trends facing marketers in 2012.
ractical insight into how the world’s best
P
brands are responding.
eal-life case studies of companies rising
R
to the marketing challenges they face.
vailable in two convenient formats:
A
PDF and PowerPoint.


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2012 toolkit

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