Best Practice

A collection of key Warc papers on marketing best practice

Best Practice papers by subject:


Steve Wilcox, Warc Best Practice, April 2014
This article provides guidance on best practice when dealing with data integration. There is growing demand for data integration as the range of media channels continues to grow and fragment.

Andrew Green, Warc Best Practice, March 2014
This best practice article argues that television is the dominant mass medium in the minds of major marketers and consumers. It has a 40% share of major media adspend globally, with more than $200 billion spent in 2013.

Alan Pascoe, Market Leader, Quarter 2, 2014
This article discusses the evolution of sports sponsorship in the UK, arguing that it has moved from a transactional relationship to one based on an authentic alignment of values. The Olympic Games sponsorship is given as a key example of the importance of values, where the rights offered are very limited but the Games' values are considered to be of high value.

Carolyn Blunt and Martin Hill-Wilson, Market Leader, Quarter 2, 2014
This article provides guidance on how a brand can manage a crisis and provide good customer service through social media. Social media strategies should pay careful attention to key influencers, but also remember that previously unknown people can cause serious reputational damage.

Chuck Kapelke, ANA Magazine, Winter 2014
This article outlines some of the benefits of expanding the use of branded content, and offers some advice for creating good quality content. Branded content can be used in place of advertising as a way to establish credibility to trigger sharing.

Michael J. McDermott, ANA Magazine, Winter 2014
This article explains the opportunity represented by real-time marketing and cautions against poorly executed and obviously pre-planned strategies. Successful real-time marketing is built on good systems - social media teams monitoring conversations, marketing teams able to create content rapidly, and the legal structure which allows it to be executed.

Stephen D. Rappaport, Journal of Advertising Research, Vol. 54, No. 1, 2014
Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D. Rappaport for a taste of the new work.

Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2014
This event report discusses five best practices that will help marketers prepare for 2020, based on research undertaken by the Association of National Advertisers and EffectiveBrands. They are: connect (bringing the marketing organization and ecosystem together); inspire (by galvanizing in-house and external stakeholders); focus (through coordinating the entire business behind a shared mission); organize (via encouraging flexibility and working closely with departments like IT, finance and human resources); and build (a task that requires identifying and embracing the next generation of essential capabilities).

Louise Cook, Admap, February 2014
This article discusses econometrics, arguing that the process of modelling is both a science and an art, and can produce results with different degrees of certainty. Advice is given for those commissioning econometrics services in order for them to make the most of it and understand results.



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