Top authors offer key insights

28 December 2010

Andrew Green, of Ipsos, and marketing consultant Peter Field were Warc's most-downloaded authors in 2010, offering insights into media measurement and winning communications strategies.

Green is the global chief marketing officer of Ipsos' media, content and technology division, and wrote a popular analysis of evolving measurement methods, called From Prime Time to My Time.

His predictions for the future of the internet, published in Market Leader, and a jointly-authored ESOMAR presentation focusing on China and India also secured large audiences.

Field, an expert in the area of marketing accountability, provided an influential summary of the successful tactics deployed by entrants to this year's inaugural Warc Prize.

A similar article covering the importance of share of voice, based on an assessment of case studies from the IPA Effectiveness Awards, was also widely read.

Elsewhere Merry Baskin, of consultancy Baskin Shark, delivered a variety of Best Practice papers that attracted considerable interest.

These included tips for briefing agencies and measuring effectiveness, alongside a useful introduction to generating consumer insights.

Data sourced from Warc