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Key reading

Digital age

How to build long-term brand success in the digital age

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.

Planning for digital media

What is digital media planning and how can marketers develop a successful digital campaign?
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A field guide to digital metrics

Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.

In search of digital ROI

This paper provides a set of spend forecasts alongside best practice for measurement and mix optimisation.

Warc adspend database: Digital

This tool allows you to build your own adspend datasets for individual channels, including digital media.


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.

50 years of Fiesta Ferrero

This case study shows how Ferrero snacks created an integrated campaign in Italy to penetrate a younger market with its ailing Fiesta brand.

Barefoot Wine: Barefoot roadshow 2014

This case study shows how Barefoot Wines, part of E&J Gallo, increased sales and awareness of product and brand in Germany through an experiential campaign.

NSPCC flaw in the law

This case study investigates how the NSPCC, the British children's charity, campaigned to change the law and protect children from online sexual abuse.

Latest articles

Television vs digital: the battle for children's (and mums') attention

This event report looks at the changing viewing habits of children as digital devices become commonly used among even the youngest age groups.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Global Marketing Index, January 2016: Marketing budgets rise strongly in Europe

This article summarises the results of the Global Marketing Index (GMI) for January 2016, when marketing activity continued at a solid rate of growth.

Navigating our newly complicated social lives

This article explains how Instant Messaging and other new forms of social platforms present a new set of challenges for brands that they cannot afford to ignore.

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Asia Pacific

Ed Pank
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