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Articles by Jo Bowman
Mobile first: How Renault is convincing motorists to buy cars via mobile
This event report explains how Renault, the car manufacturer, found that taking a 'mobile first' approach in India and Africa paid off. Mobile first: How Renault is convincing motorists to buy cars via mobile Jo Bowman Most people do a bit of online research, book a test drive and then buy a car. Not growing numbers of Renault customers, however, who the company says are willing to buy...
The new black: How native advertising is solving challenges at the Huffington Post
This event report looks at how publishers such as the Huffington Post are turning to native advertising as a way to draw in consumers wary of digital advertising such as banners. The new black: How native advertising is solving challenges at the Huffington Post Jo Bowman The form of advertising that used to be called branded content or product placement is being given a huge shot in the arm, as marketers look for new ways to reach...
What’s it to you? How consumers could soon control their own data
This event report argues that brands will need to provide cash and in-kind benefits to consumers to continue using their data when new EU regulations come in to force. Data protection & privacy GDPR & privacy law Using customer data Europe (general region) Strategy Jo Bowman A tsunami of personal data could be made redundant to marketers and their agencies unless they come up with a new, open way of handling and trading it that puts consumers in the...
Time to get off the bench: why P&G believes transparency is everyone’s responsibility | WARC
This event report details how Procter and Gamble, a consumer goods company, and NBCUniversal, a US media company, have argued for independent media measurement according to a single industry standard. Advertisers have a duty to demand independent media measurement according to a single industry standard and should vote for it with their ad dollars, Procter & Gamble's Global Media Director told the recent Festival of Media Global 2017. Gerry D'Angelo...
How video can drive mobile revenue - and how to stop consumers tuning out
This event report uses examples from Dogan TV, a Turkish broadcaster, and Teads.tv, an outstream video specialist, to explain how marketers can use social and online video more effectively. How video can drive mobile revenue – and how to stop consumers tuning out Jo Bowman The shift of consumer focus from traditional television screens to mobile is a potential boon for TV broadcasters, who can build many highly engaging – and highly...
How IKEA's brand purpose keeps it fresh
This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings. Change is shaking up the business of home furnishings along with every other consumer goods sector, but the head of marketing at IKEA Group says agility and purpose allow brands to adapt fast – and stay focused on a long-term vision. Chief marketing...
The cream of the crop: How Nivea's universal focus gets local treatment
This event report looks at how skincare brand Nivea has successfully adapted its global marketing approach, based on empathy and the use of technology, to guide product development and executions in local markets. The cream of the crop: How Nivea's universal focus gets local treatment Jo Bowman The skincare brand Nivea has been around since 1911, and as its range and distribution expands, its mission has remained to deliver care, with a focus on trust, family and...
Financial stresses make it harder for consumers to make green buying decisions
Many consumers are finding it more difficult to make eco-friendly purchases due to financial obstacles, a study by research firm Kantar has found.
The Co-op – why it’s possible to have too much of a good thing | WARC
The Co-op may have caring and sustainability as part of its DNA, but the sheer breadth of possibility that brings also meant a degree of confusion among the public about what the brand stood for. Brand equity & strength Brand purpose United Kingdom Strategy Best known as a national UK supermarket chain, the Co-op is run as a co-operative with over 4 million active members. It’s also the country’s largest funeral care provider and provides legal and financial services.
Six major trends for 2014
This event report discusses several key shifts that are reshaping the consumer landscape. These include "honest flexibility", meaning brands must be open enough to admit to their mistakes. Six major trends for 2014 Jo Bowman Watching for early signs of emerging trends can lead brands to future success, even in tough economic times and fiercely-competitive markets. "Trends are signals; a manifestation of something that has unlocked or newly...
How AR can enhance the customer journey
Pokémon Go has given people a taste of AR technology which has the potential to transform the retail experience. Evolution of retail Virtual & augmented reality Customer experience Denmark Strategy Augmented reality and other advances that link the physical and the digital worlds will transform the way people live, and generate incredible potential for retailers to build closeness to their customers, according to senior Google executive Greg Jones....
Using facial recognition to promote HIV tests
HIV is no longer regarded as the risk it once was but awareness was low in Argentina, where increasing numbers are affected. An HIV organisation in Argentina used facial recognition to deliver a novel, individualised campaign to address the problem of high infection rates in the country – and combat the sense that ‘it couldn’t happen to me’. The campaign,...
How Danone’s global vision was given local expression in Indonesia
Danone has a consistent corporate mission worldwide, but its team in Indonesia promoting growing-up milk for young children wanted to make sure its expression of that purpose in local communications was both relevant and resonant. Brand positioning Brand purpose Local communities Indonesia Cultural influences & values Ethnography & observation Strategy Danone in Indonesia was in a difficult place, with stagnant market share for its growing-up milk, aimed at under-fives.
The ANA outlines the benefits of standardized metrics for influencer marketing
The Association of National Advertisers (ANA), the trade body, is seeking to bring a greater degree of standardization to the measurement of influencer marketing.
Pull up a chair – lessons from a UK furniture brand’s first foray into semiotics | WARC
The marketing and management teams at furniture maker/retailer HSL have gone from never having heard of semiotics to being complete converts in the space of one project. Furniture retailer HSL, a business based in the north of England with 53 years’ experience targeting “older” consumers, makes and sells high-quality beds, chairs and sofas that are neither mass market nor focused on the “mobility” market. HSL aspires to...
Beating the box office – how an 'ROI brain' is bringing in millions | WARC
This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster. Hollywood's Warner Bros Studios used big data and machine learning to give the latest Sylvester Stallone film a fighting chance of becoming a blockbuster, the recent I-COM (International Conference on Online Media Measurement) 2017 event heard. Andrew...
How influencers help Nationwide and the NFL celebrate players’ charitable efforts
Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.
Picnic: How the traditional milkman inspired a new online-only grocery store
The traditional milkman was the inspiration for Picnic, a Dutch online grocery store which provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes. The Dutch online-only, mobile-only supermarket Picnic has quickly won both market share and shoppers' hearts with its modern take on the old-fashioned milkman. In a keynote presentation at Shoptalk Europe conference (Copenhagen, October 2017), Joris Beckers,...
How IBM and Philips are developing the data-driven marketing officer
This event report argues that in order for marketing departments to get the full benefit of data there needs to be a huge shift in attitude. Data management Digital transformation Managing across markets United Kingdom Strategy Jo Bowman Data has the power to transform marketing departments into more effective and efficient operations, implementing best practice from around the world – but there needs to... WARC subscribers can sign in to keep reading Not a subscriber?
Personalisation at scale: what Levi's, Lyst and Topman are doing | WARC
The term 'personalisation' covers a wide range of possibilities and fashion brands are exploring everything from how to deliver advice online to new segmentation approaches. Leading fashion brands are moving beyond iconic products and a great range to make the shopping experience highly personalised for individual shoppers – and doing it at scale. Executives from Levi's, Lyst and Topman told the Shoptalk Europe 2017...
WARC DC Series on Metrics & Measurement: Understanding CAC (Customer Acquisition Cost)
Customer Acquisition Cost (CAC) is a metric that represents the total cost to a retailer of acquiring a new customer. Digital media planning & buying Best practice Customer Acquisition Cost (CAC) is the total cost to a business of acquiring a new customer. It includes not just the cost of any advertising they responded to, but also fixed costs like the salaries of staff in the sales and marketing team,... WARC subscribers can sign in to keep reading Not a subscriber?
How Gap Inc. is building out its retail media proposition
Gap Inc., the apparel company, is developing its retail media capabilities to help third-party brands engage consumers in powerful ways. The Gap Inc. is famous for helping people achieve their individual style goals through its apparel retail brands and has developed granular audience understanding in the process. “We understand when someone's adding someone to their family,” Sally Gilligan,...
How holiday brand Voyage Privé picks the right pics to win a booking
This event report explores how Voyage Prive, a flash-sale holiday site, has utilised a learning exercise in order to match advertising images of holidays with people's personal vacation preferences.
Learning to trust the machines: Microsoft's vision of a targeted future
This event report looks at the challenges presented to marketers by the growth of machine learning. Learning to trust the machines: Microsoft's vision of a targeted future Jo Bowman Machine learning as a tool for business is becoming so advanced that the human brain will soon struggle to understand just how smart it is, a senior Microsoft Europe executive...
Hardhats on! How Unilever used semiotics to un-stereotype its communications
Moving away from outdated stereotypes at Unilever came with inherent risk – that the company might just create a new set of stereotypes. Brand identity & image Diversity & portrayal in advertising United Kingdom Bricolage & semiotics Strategy The growing importance of diversity and inclusivity to consumers and brands is unarguable. What’s less clear is how brands can achieve it in their communications without it feeling like they’re paying lip service to the issue. At the MRS Semiotics &...
Making the switch to EVs easy: How Allstar is helping fleet managers go green
The fuel payments network Allstar worked with design agency and jump on a quick-fire project to drive up adoption of electric vehicles for business use. Allstar, a leading UK fuel payments and mobility network, wanted to learn the barriers business customers faced in switching their vehicles to electric fleets and give clients the information and support they needed to accelerate that change. As an outcome,...
Redefining progress – how a heritage champagne brand is shifting the conversation | WARC
Pernod Ricard champagne brand G.H. Mumm is facing the challenge of celebrating almost 200 years of heritage while demonstrating that it has moved with the times. Pernod Ricard champagne brand G.H. Mumm is approaching its 200th anniversary and wants to celebrate its heritage – but the world has changed and so the brand must evolve, too. Rather than count up all the things that have changed since G.H. Mumm champagne...
How Warner Bros built digital relevance for Bugs Bunny and Looney Tunes
Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers. When Bugs Bunny was born in July 1940, he debuted on the silver screen in short animated stories that supported full-length feature films. Bugs – and his Looney Tunes cartoon friends – brought their unique style of fun to a generation of children who were...
How Martini tempted consumers to try something different
This event report addresses how Martini, the spirits brand, encouraged consumers in Belgium, Luxembourg and the Netherlands to break their establishing habits and try something new. How Martini tempted consumers to try something different Jo Bowman Martini is an iconic spirits brand with an enviable heritage, but it was suffering from an image problem. Consumers often – at best – associated it with the 1970s, and few drinkers...
Extra eyeballs or a costly distraction? The impact of co-viewing on TV advertising
More co-viewing of a program means an ad break has greater reach, and that potentially means TV programmers can charge more, right? Not so fast, according to research released at the ARF’s AUDIENCExSCIENCE 2024 conference, held in New York in March.
Why brands need to understand kids’ take on climate change
Looks at how under-13s are learning about the challenges facing the planet from school, their family and from the media, and are keen to do what they can to help. Concern about climate change and sustainability runs deep among children, who are passionate and energetic about being part of change. And they’re clear that consumers, institutions and businesses all have a role to play in creating a better future. Speaking...
Putting eggs in many baskets – how Kerry Foods and Warburtons are addressing the multi-channel shopper | WARC
This event report looks at how the variety of shopping channels now available is changing consumer behaviour and how marketers are responding to empowered consumers who are less loyal than before. Putting eggs in many baskets – how Kerry Foods and Warburtons are addressing the multi-channel shopperk Jo Bowman Shoppers who use new supermarket formats such as online, click-and-collect and convenience stores might be harder to pin down, but they're...
Ehrenberg-Bass on how the ‘Laws of Brand Growth’ can deliver short and long-term gains across categories
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them. The Australian-based Ehrenberg-Bass Institute has identified patterns of buyer behaviour and brand performance that are mirrored by hugely diverse consumer groups and in just about every category you might think of. In an exclusive webinar for WARC subscribers,...
What brands can learn from how Headspace builds healthy routines
The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace. Health & well-being Websites, online services, apps Customer experience Behavioural research Qualitative theories & methods Strategy The Headspace app is designed to help people build healthy routines that make them feel better, and happier, for the rest of their lives.
From 'old school' to 'bold school': Coty's four-point guide to brand communications | WARC
This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.
Why data and creativity are in harmony, and how creative use of data is driving media efficiency
The human brain, the source of our creativity, is essentially an advanced data processor and that makes advertising a data process, according to one industry figure. Why data and creativity are in harmony, and how creative use of data is driving media efficiency Jo Bowman Creativity is inherently data driven, just like the human brain, the I-COM 2014 conference in Seville was told. Tom Simpson, co-founder and CEO of...
WARC DC Series on Metrics & Measurement: Understanding CPC (Cost Per Click)
WARC DC Series on Metrics & Measurement: Understanding CPC (Cost Per Click) Jo Bowman and Gregory Grudzinski CPC is a way of managing a digital campaign and ensuring that only the ads that get consumers to respond (by clicking) are paid for. What’s CPC? Cost per click (CPC) is a way of pricing and managing an online ad campaign in which the brand pays for each time a site user, usually a shopper, clicks on the brand’s ad. It’s an engagement-based measure that only became possible in the digital...
How Macy’s transformed holiday shopping for digital consumers using TikTok
As younger consumers increasingly choose to shop online rather than in physical stores, retailer Macy’s is finding new ways to engage and inspire them in the same way as an in-store browsing experience. Macy’s is one of the biggest names in traditional retailing and its flagship Manhattan store in Herald Square bills itself as the world’s largest store. But with the world’s consumers – especially younger ones – increasingly choosing to shop online rather...
Clean and fresh: How Philips was able to better understand toothbrush buyers
As shopping habits evolve, and attitudes to oral healthcare shift due to COVID and a squeeze on household budgets, Philips combined several research methodologies to better assess a changing market.
Slam dunk: The opportunity for brands to reach livestreaming sports fans
Sports fans are watching live events coverage using streaming services on connected TVs in growing numbers, challenging the traditional dominance of cable in this space. Advertisers targeting sports fans are missing key opportunities to reach them because they fail to appreciate just how much live sport is watched in real time on connected TV (CTV), the 2022 IAB Annual Leadership Meeting heard. Sean Buckley, chief revenue...
How Intel unified its data for better marketing and sales results
Intel, the technology company, successfully undertook a two-year program that unified its various datastreams, and so provided a truly 360-degree view of the customer. Intel’s purpose is to create world-changing technology that can potentially improve the life of every person on the planet. The problem: The Santa Clara, California-based company’s own systems were in desperate need of improvement. Becky Brown, Intel’s...
Nice and easy - how Coke and Walmart's simple solutions help shoppers and boost sales
This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.
How AI extracted insights from a pool of multimedia data for Mars Wrigley
A study into how consumers around the world use super-fast delivery services provided Mars Wrigley with a vast pool of rich qualitative data spanning text, images, audio and video taken by consumers themselves as they plan, place and receive their orders. The year-long research project spanned five markets – the US, India, Saudi Arabia, Turkey and Germany – and was described as being “humans first, plus AI”.
The real thing – how brands can be more than advertisers in the metaverse | WARC
The role for brands in the metaverse could go beyond that of advertisers, providing spaces for like-minded people to share their passions, research for The Coca-Cola Company suggests. The Coca-Cola Company has always played in a bigger space than the soft-drinks category. It and its many brands have for decades sought to represent refreshment, fun, sharing, togetherness and being ‘real’. Now it’s going beyond IRL to explore the potential...
Lidl and Direct Line Group show how brand investment lifts long-term sales
Examples from two brands showing how directing marketing investment towards brand building rather than activation built sales over the long-term. The struggle to actually prove the long-term effects of brand investment on the business bottom line means terms like “brand equity” often sound like a fudge by marketers to explain the lack of a short-term sales boost. But Nic Pietersma, Business...
Always on call – How Castrol doubled market share using drivers’ mobile phone data | WARC
This event report discusses how Castrol, the multinational oil company, used mobile signal data to optimise messaging to Indian truck drivers' phones. Tyres, fuel, accessories, services Vans, Trucks, RVs India Data-driven targeting Strategy Mobile phone signal data provided the key link between the oil company Castrol and a niche audience of truck drivers in India, whose vehicles would benefit from a newly launched lubricant, the recent I-COM conference heard. Howard Gross, global digital...
Targeting the Lions - Brands and Africa's New Middle Classes
A strong middle class is emerging across the African continent, with the markets known as the "African lions" - Algeria, Botswana, Egypt, Libya, Mauritius, Morocco, South Africa and Tunisia - having similar growth rates than the BRICs. Targeting the Lions – Brands and Africa’s New Middle Classes Jo Bowman Think of Africa and what immediately springs to mind is unlikely to be wine bars, high fashion and fast cars. But in this vast – and vastly disparate – continent,...
Telling it like it is: How data brought The Guardian back from the brink
This event report explains how the Guardian, the newsbrand, used opt-in data collection to improve ad targeting and boost its revenue. Data management Using customer data Newspapers United Kingdom Strategy Jo Bowman At a time when newsprint sales were plummeting and advertising revenue was being squeezed, Guardian News and Media was faced with a choice: evolve or die. Andrew Rowe, head... WARC subscribers can sign in to keep reading Not a subscriber?
Five ways to improve media design - inspired by Uber, Airbnb and British Cycling
This event report offers five tips for better media design in a digital world, based on examples from 'disruptive' and innovative brands such as Uber, Airbnb and British Cycling. Five ways to improve media design – inspired by Uber, Airbnb and British Cycling Jo Bowman Media planning needs to be revolutionised in the same way that Uber has shaken up the taxi industry and Airbnb has transformed hospitality, Ana Andjelic Global...
How Avocados From Mexico kept sales strong throughout the pandemic
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
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