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Key reading


Metrics for CMO performance

This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom how a more collaborative approach to the marketing function can help to make more money for the company. These include planning for short- and long-term effects, and measuring in real time.
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Top 10 drivers of advertising profitability 

A ranking of 10 key effectiveness drivers, ranging from market size to creative execution and budget-setting.

Mythbuster: Marketing's obsession with efficiency

Les Binet and Sarah Carter explain the difference between RoI and profitability in campaign effectiveness.

Fifteen ways NOT to evaluate your communications

Les Binet on why finding the effects of comms can be like trying to find a needle in a haystack.

Measuring effectiveness

Best Practice paper on how to measure and demonstrate the effectiveness of marketing budgets.

Latest case studies

Cadbury: Rate the 8

This case study details food manufacturer Mondelez's brand building campaign in Ireland, which sought to rescue the diminishing sector of 'impulse chocolate' and boost the Cadbury chocolate brand.

Coca-Cola: Share a Coke gallery

This case study demonstrates the continuation of soft drink brand Coca-Cola's #ShareaCoke campaign in Ireland in 2014.

Special Olympics Summer Games: Would you still be a fan if I looked like this?

This case study describes how the Special Olympics, which hosts competitors with intellectual disabilities, increased name recognition and understanding of the event by using the status of national sporting heroes.

Fresh blood: how Red Cross Connection crowd-sourced a new generation of blood donors.

This case study shows how the Singapore Red Cross, a global humanitarian charity, created an app to aid the recruitment of blood donors.

Latest articles

Measuring the contribution of social media

This edited extract from the IPA Social Works project summarises the key lessons in measuring the effectiveness of social media.

Warc Webinar: Seriously Social 2015

In this webinar, Peter Field discusses his top takeaways from Warc's 'Seriously Social' report, an in-depth analysis of the world's most effective social media campaigns in 2015.

Warc Webinar: Lessons from the world's best marketing campaigns

This webinar explores the world's best marketing strategies, as ranked in the Warc 100, and the lessons they hold for brands and agencies.

Five digital marketing lessons from comScore

This event report outlines five areas where digital marketing still has room to progress, based on research and analysis conducted by comScore.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200