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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

Galaxy Chocolate: The Galaxy style exchange

This case demonstrates how Galaxy, the chocolate brand, grew attention among young women in Ireland.

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.

Lucozade Sport: Bringing the World Cup home

This case study describes how Lucozade Sport, the energy drink, engaged its UK target audience of grassroots footballers during the 2014 World Cup.

Alzheimer's Society: Walk for Them

This case study shows how the Alzheimer's Society in the UK broke down the taboos about discussing dementia to connect with people emotionally and drive support for its main fundraising event, Memory Walk.

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.

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.

Practical tips for automotive brand strategy in South East Asia

This article argues the importance of new media to build a brand in South East Asian markets, but automotive brands must not neglect the significant influence that traditional channels can still maintain in crafting brand awareness.

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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