Paid, owned and earned media: Integration’s Holy Grail

Individual brands are at different stages of evolution within the Paid Owned Earned media model. The more progressive have been developing and investing primarily within the Owned space.

Paid, owned and earned media: Integration's Holy Grail

Alistair Green Mindshare

Getting paid, owned and earned media to work in tandem, enhancing the effect of each, is the ultimate goal, but it requires a fully integrated marketing structure

I got my first job in advertising because of integration – not that I completely understood what it meant at the time. When asked at the job interview what a renowned denim client should do to lure back its lost youth audience, I drew breath and suggested they needed to do a bit more than a cracking TV ad. All the...

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