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Tag: World Advertising Research Centre

  • Highlights the challenges faced in the modern marketing industry

    WARC unveils ‘State of Modern Marketing in India 2022’ report

    By Our Staff

     

    World Advertising Research Centre (better known as WARC) has come out with a report titled The State of Modern Marketing in India 2022.

     

    Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

     

    Other key findings:

    > Two-thirds of marketers expect the metaverse to significantly impact digital marketing in the next five years

    > Around a fifth of marketers currently use AR/VR to drive improvements in marketing, but over half expect it to be the most significant technology for marketing in two years’ time.

    > The removal of third-party cookies and the continued impact of Apple’s ATT are seen as more significant to Indian marketers than those elsewhere in APAC.

    > Multiscreening has overtaken m-commerce and watching the video to become the most significant consumer behaviour for the marketing industry in India

    > A majority of marketers are using data analytics and collection to drive improvements in their digital marketing.

     

    *Over two-thirds (67%) of respondents highlight brand awareness as a key priority in digital marketing.

    *Almost half (48%) of Indian marketers have used Facebook or YouTube for display advertising.

    *YouTube is the top streaming service in India, with 79% of Indian internet users saying they use it.

    *Over four in five (82%) expect digital marketing budgets to increase over the next year, compared to 67% across APAC.

    *Multi-screening has emerged as the most significant consumer behaviour (60%), doubling in perceived significance in India since 2021 (31%).

    *Budgets (36%) are the biggest barrier to the growth of digital marketing in India.

    *OTTs are seen as one of the most significant consumer behaviours in India, more so than across the rest of APAC.

     

    The report is based on an online survey of 100+ marketing professionals, carried out between July and September 2022.

  • As the Most Creative Agency Network globally

    Ogilvy tops WARC Creative 100

    By Our Staff

     

    Ogilvy is proud to announce that the World Advertising Research Centre (WARC) has named Ogilvy the most creative agency network in the world. On Wednesday, WARC released the results of its annual Creative 100 ranking of the most creative agencies, networks, and campaigns in the world. In addition to Ogilvy ranking as the #1 Agency Network, Daivd Miami was named the #1 Creative Agency and Burger King’s “Moldy Whopper,” a creative collaboration between DAVID Miami and INGO Stockholm, ranked as the #1 Creative Campaign. The WARC Creative 100 is the definitive benchmark for creative success based on results from the most prestigious global and regional industry competitions.

     

    Said Liz Taylor, Ogilvy’s Global Chief Creative Officer: “Topping the WARC Creative 100 speaks to the borderless creativity that unites Ogilvy’s global creative network, and what’s possible when creative thinking stretches across departments, geographies, and cultures to become a shared mission. What makes us most proud of this achievement is that it recognizes work delivered during a year where creativity helped us deliver through unimaginable circumstances. Our sincerest thanks to every person who works at Ogilvy for their passion and ingenuity, and to our brave clients for their partnership, trust, and collaboration.”

     

    Ten Ogilvy offices were ranked among the world’s Top 50 individual creative agencies contributing to the network’s success with David Miami ranked #1, Memac Ogilvy Dubai at #7, INGO Stockholm at #8, David Madrid at #17, Ogilvy Sydney at #19, Ogilvy Bogotá at #21, Ogilvy UK at #24, Ogilvy Toronto at #31, Ogilvy Singapore at #36, and Ogilvy Islamabad at #38. Additionally, Ogilvy’s offices in Sydney, Mumbai, and Bogotá ranked among the top agencies on the WARC Effective 100.

     

    Thirteen Ogilvy-created campaigns were among the most awarded campaigns of the year, seven of which were among the top 25. Campaigns recognized include: “Moldy Whopper” for Burger King from David Miami and INGO Stockholm (#1), “Stevenage Challenge” for Burger King from David Miami and David Madrid (#2), “Courage is Beautiful” for Dove by Ogilvy UK and Ogilvy Toronto (#12), “The Book that Will Change Your Life” for IKEA from Memac Ogilvy Dubai (#15), “Please Arrest Me” for RIT Foundation from Ogilvy Singapore (#16), “Naming the invisible by Digital Birth Registration” for Telenor Pakistan from Ogilvy Islamabad (#17), “Michelin Impossible” for KFC by Ogilvy Sydney (#25), “Buy With Your Time” for IKEA from Memac Ogilvy Dubai (#36), “Secret Menu” for KFC from Ogilvy Sydney (#44), “Burn That Ad” for Burger King from DAVID São Paulo (#64), “Mother Blanket” for Fundación Vivir & CCPDA from Ogilvy Bogotá (#48), “NarcoStore” for Fundación Colombia con Memoria from Ogilvy Bogotá (#75), and “Every Drop Counts” for Miyahuna from Memac Ogilvy Amman (#96).