Matthew Maltby, Admap, October 2014
This article argues that as the way people use search changes, so must marketers change too - moving from a simple direct response approach to using search for brand building.
Irina Pessin and Karl Weaver, Admap, October 2014
This article explains why the Paid, Owned and Earned (POE) model of media planning that emerged in the digital age requires a new measurement solution, and presents a US-based analytics programme that adapts and connects a range of existing tools.
Geoffrey Precourt, Event Reports, IAB MIXX, September 2014
This event report discusses how the digital advertising ecosystem is developing, based on the views of Randall Rothenberg, the president/ceo of the Interactive Advertising Bureau.
Ben Wood, Admap, October 2014
This article argues that a good amount of digital advertising is fundamentally flawed, fuelled by incorrect assumptions and a lack of focus on consumer experience, and that the science of programmatic should be combined with art to realise digital's potential.
Kamonwan Saenissara and Rachot Arunphan, Warc Prize for Asian Strategy, Shortlisted, 2014
This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.
Murtaza A. Tajbhoy , Warc Prize for Asian Strategy, Shortlisted, 2014
This case study shows how, Ada ('Today'), a young newspaper in Sri Lanka, promoted national reconciliation in the run up to New Year celebrations to increase its circulation.
Narmata Keswani and Madhavi Unni, Warc Prize for Asian Strategy, Shortlisted, 2014
This case study describes how Google, the technology company, created mass awareness of the Google Search's new features and drove search volume in India.
Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Shortlisted, 2014
This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app.
Aparna Jain and Hitesh Patel, Warc Prize for Asian Strategy, Shortlisted, 2014
This case study shows how Akanksha, an education-based NGO, set out to combat India's problems with illiteracy and get a non-altruistic society to lend a hand, with a social media campaign and zero budget.