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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.

How to maximise ROI in digital marketing

This paper provides a best practice guide to boosting the return on investment of digital marketing.

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.

Warc adspend database: Digital

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


Latest case studies

Persil: Free the Kids

This case study describes how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Coca-Cola: Remove labels

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

Toyota Hybrid: Transparent test drive

This case study describes how Toyota Hybrid, a car brand in Finland, used an in-car device to bring potential customers into the showroom and away from purely online research.

Valspar: Color for the colorblind

This case study details a campaign by Valspar, an American paint company, to differentiate itself from other manufacturers by giving colour back to the colourblind.

Latest articles

Targeting doesn't interest Mars marketing chief

This event report details how Mars, the food group, is attempting to reach consumers with impactful marketing messages.

Game on: the potential of gaming as an advertising medium

This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

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.

Comedy Central looks beyond the TV screen

This event report addresses Comedy Central's efforts to engage millennials by becoming a broader comedy brand, rather than just being seen as a TV network.

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