Integrated Campaigns

Developing multi-channel campaigns

Integrated Campaigns


Joseph Clift, Event Reports, Mediatel Connected Consumer Conference, June 2015

This event report explains how John Lewis, the department store chain, executed a connected media strategy for its 'Monty the Penguin' Christmas campaign in the UK.


Mart Ots and Gergely Nyilasy, Journal of Advertising Research, Vol. 55, No. 2, 2015
Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications. Yet, much less is known about the failures of its practical implementation.

Randall Beard and Chris Louie, Nielsen, May 2014

This report looks at the power of cross-platform advertising, proving that a well-measured integrated campaign can deliver 8 per cent greater reach or significantly higher frequency without any additional expenditure.


Joseph Clift, Event Reports, IAB Engage, October 2014

This event report explains how John Lewis, the UK department store chain, approaches innovation and digital across marketing and shopper experience.


Jerry G. Kliatchko and Don E. Schultz, International Journal of Advertising, Vol. 33, No. 2, 2014
This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago. It analyses a survey conducted among chief executive officers (CEOs) of marketing communications agencies, chief marketing officers (CMOs) of client companies, and other senior leaders of the industry in the Asia-Pacific region.

David Tiltman, Warc Trends, February 2014
This article, taken from the Warc Toolkit 2014, examines new thinking on how channels can work together. Research projects into social media have struggled to isolate its impact.

Stephen Whiteside, Event Reports, In-House Agency Masters, October 2013
This event report discusses how the in-house agency for Metro, the operator of the Los Angeles public transport system, aimed to convince the area’s famously car-loving residents to switch to the bus or train. Doing so would require making these – often less convenient – options look “cool” in the eyes of consumers.

Robin Bonn, Market Leader, Quarter 1, 2014
This article discusses the relationship between paid and owned media, arguing that they complement each other. Research found that consumers are more likely to be looking for entertaining than informative content, and that they do not mind how they reach that content.

John Davidson, Event Reports, dmexco, September 2013
This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it.

WARC RECOMMENDS


ARTICLE FOCUS

Cross Media Synergy

An overview from the Advertising Research Foundation


ADMAP

Channel Integration

Integrated channel planning focus in the Jun 2011 issue


BEST PRACTICE

Integrated marketing

Overcoming the structural barriers to true integration


CASE STUDY

Magnum Gold

How one golden integrated idea sold 130 million ice-creams


ARTICLE FOCUS

New models of integration

MPG on plugging the advertising effectiveness gap


CASE STUDY

Promote Iceland: Inspired by Iceland

Euro Effies winner takes an integrated approach