Social media’s emerging communications model

This paper summarises the key findings of "Social Media Futures - The future of advertising and agencies in a networked society", a report published by the Institute of Practitioners in Advertising.

Social media's emerging communications model

Carlos GrandeWARC Online

Of the many trends which have arisen to challenge existing models of brand communications, online social media is one of the most important.By publishing the report, "Social Media Futures - The future of advertising and agencies in a networked society", written by the Future Foundation, the UK-based Institute of Practitioners in Advertising (IPA) has joined a debate on two central questions about the phenomenon:

  • Does social media require a new model for brand communications? 
  • If so, how can agencies put this into practice?

What follows is a...

Not a subscriber?

Schedule your live demo with our team today

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. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands