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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

Three: How The Perfect Surprise Won Christmas

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

The Irish Times. You Are What You Read.

This case study details how the 2015 campaign 'You Are What You Read' has significantly increased readership of The Irish Times and marginally increased sales in a declining market.

SuperValu: How a brave local brand defied the forces of globalisation

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

Dunkin' Donuts: #WTFast

This case study describes how Dunkin' Donuts, an American global donut company and coffeehouse chain, drove awareness and app downloads of its latest innovation, On-the-Go Ordering, with the help of a 360 campaign.

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.

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Monique Dolbin

Americas

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

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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com