WARC (November 19)
“The seismic events of 2020 will echo long into the coming year: marketing strategies are being reshaped to suit the new e-commerce reality, media budgets have been slashed, brand-building activity is on hold…. Performance marketing is accelerating the trend toward digital channels, with Amazon and TikTok among the growth stories…. Brands must find new creative solutions to achieve distinctiveness in the post-pandemic marketplace.”
Tags: 2020, Amazon, Brand building, Creative solutions, Digital channels, E-commerce, Echo, Marketing, Media budgets, Pandemic, Reshaped, Seismic, Strategies, TikTok
WARC (March 13)
“Fifteen-second commercials may be as effective, both rationally and emotionally, as traditional 30-second ones when it comes to brand building, according to new research which challenges received wisdom on how long an ad should be.” The caveat: there must be a valley, peak and resolution or what’s known as a “peak-end,” which “may not actually be suitable for brands in some categories.”
Tags: Brand building, Commercials, Effective, Emotionally, Peak-end, Rationally, Received wisdom, Traditional
