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Key reading


Understanding television audiences

This best practice paper argues that television is the dominant mass medium in the minds of major marketers and consumers. Television remains the primary communications channel when launching a new brand or supporting an existing brand, despite the rise in popularity of digital channels of recent years.
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The two-screen experience

How media consumption habits have changed, specifically through the multiscreening trend.

10 rules for TV strategy

Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.

Television: Back to the Future

Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.

Warc adspend database: TV

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

Latest case studies

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.

ING Bank: How puppets shook up savings in the Czech Republic

This case study describes how ING Bank overcame lack of differentiation and poor interest rates for its ING Konto savings account in the Czech Republic.

WWF: Seastars

This case study demonstrates how WWF Netherlands, the wildlife preservation charity, generated greater compassion for and involvement with the subject of ocean preservation through a multi-media campaign.

Change4Life: 10 minute shake up

This case study shows how Public Health England, the executive body of the UK's Department of Health, mounted a campaign, Change4Life, to tackle childhood obesity, inspiring a social movement for healthier lifestyles.

Latest articles

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.

Audience-addressable TV

This article describes how data can help brands create more effective TV campaigns by understanding the fragmented media landscape and pursuing audience-addressable advertising.

How to use DRTV for customer acquisition

This article explains how to use DRTV in customer acquisition.

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Monique Dolbin


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Nicola Tillin
Ed Pank

Asia Pacific

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