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Key reading

mobile use

What we know about integrating media

This article provides marketers with information and guidance on issues around integration. Topics covered by the article include the recent evolution of the term 'integration', the various models of integration available to practitioners, how to work with agencies and how to understand patterns of media consumption.

Measuring the sales effects of cross-media advertising

Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.

Integrated channel planning: Effective integration

IPA analysis reveals that it is the number of channels, not their integration, that delivers hard business success.

Measuring paid, owned, earned complexity

This article explains why the POE model of media planning requires a new measurement solution.
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Seeding a multiscreen strategy

Why companies have to build a consistent brand that can travel and resonate across channels.


Latest case studies

Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Loterias y apuestas del estado (Spanish National Lottery): There's no bigger prize than sharing

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

Volvo UK: "Or By" - How two little words made Volvo's safety matter again

This case study describes how Volvo, a Swedish car manufacturer, went against the expected position in the UK and got itself noticed - in a good way.

Coke Zero: Drinkable advertising

This case study describes how Coke Zero, a Coca-Cola brand, created Drinkable Advertising in the US in order to drive trial among millennials as 80% of them have never tried Coke Zero.

Latest articles

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Connection Strategy Casebook 2016: Insights from the Warc Prize for Connection Strategy

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

Mobile's role in multi-device campaigns

This article reports on research into cross-device advertising effectiveness, concluding that the best campaigns deliver seamless campaigns across devices and provide a unified experience for consumers.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com