Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's 100 smartest marketing campaigns.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Date: newest first
Date: oldest first
The ultimate guide to licensing content
Includes video content
Recommended by Warc editors
Research on Warc, NewsCred, April 2014
This report from NewsCred provides advice for brands on licensing high quality content from publishers.
This report from NewsCred provides advice for brands on licensing high quality content from publishers. When it is not possible to achieve a large enough volume of good quality content in-house, brands can purchase the rights to republish content from a licensor. Licensed content can add significant value to a company's brand strategy because trusted sources bring balance and credibility, brands can scale their content marketing campaigns along with the pace of the web, users remain within the site, and it is cost-effective. The article explains how to integrate licensed content with existing marketing plans, by first identifying coverage strength and gaps, and recommends keeping the content portfolio as diverse as possible, and to be led by the brand's distribution strategy. Metrics should align with overall content marketing goals, as both licensed and original content can be assessed according to the same performance benchmarks. Supporting examples are provided via case studies from Land Rover, the automotive brand, and Time Inc., the publisher.
YOU ARE IN THE WARC INDEX:
Newspaper publishing and marketing
Newspaper planning and buying
Newspaper readership research
Types of advertising
Classified and recruitment advertising
Media and publishing
Magazine publishing and marketing
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the