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Key reading

planning for mobile

Planning for better mobile campaigns

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans. It argues that, to make the most of this channel, planners need to understand how mobile devices are used, including different patterns and contexts – they aren't just used 'on the go'.
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iBeacon - New ways to connect with shoppers

How brands use 'beacons' to send out signals from stores, distributing coupons or targeted ads.

Making marketing work harder with mobile

The MMA on the impact of mobile compared to other channels, with a focus on brand metrics.

Point of view: Mobile madness

Byron Sharp on why understanding how people use smartphones is key to effective mobile advertising.

MMA Smarties Awards

These awards are presented to campaigns that use innovation and creativity in mobile marketing.

Latest case studies

Paramanya: A million downloads in a month

This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.

Deutsche Telekom: Travel & Surf

This case study explains how Deutsche Telekom, the German telecoms provider, used a mockumentary to convince its European customers to purchase its 'Travel & Surf' roaming package for online browsing abroad.

Liftshare: Let's travel together

This case study explains how Liftshare, a British online service that matches car drivers and passengers travelling in the same direction, worked with its agency to expand its B2B offering to a wider customer base.

Mobil Delvac: Behind the wheels

This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.

Latest articles

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

State of the Industry: Mobile Marketing in Asia Pacific

This report summarises the findings of Warc's mobile marketing survey, conducted across Asia-Pacific on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.

Mobile Elite 2015: Unlocking the potential of mobile technology

This article summarises research into how business executives across the globe are using mobile technology at work and in their personal lives.

Chase banks on social and mobile to drive sponsorship

This event report addresses how Chase Bank, the financial services group, has made its sponsorship programs more interactive using social and mobile.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200