The Warc Best Practice series is an essential collection of guides to major marketing issues. They offer a perfect introduction and overview of any unfamiliar issue, enhanced by a detailed list of recommended further reads.
Briefing creatives, tracking effectiveness, and running integrated campaigns are all covered here.
Best Practice on reaching men, women, seniors and youth, as well as studying general behaviour patterns.
Debates on data fusion, ethnography, single-source studies, semiotics and other research challenges.
Client-side issues including briefing agencies, customer segmentation, running promotions and sustainability.
Focusing on specific media challenges, tips on planning and implementing cross-media initiatives.