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News

GLOBAL: Last week saw the launch of the 2017 WARC Media Awards and now WARC's Media Casebook has been published to provide analysis about last year's winners, along with tips and advice for those thinking of entering this year's competition.

Article

This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Opinion

You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage? For many marketers, digital is that person.

News

GLOBAL: Advertisers are generally failing to lead on key media decisions, a new survey claims, while agencies are failing to provide them with strategic support in key areas.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

Article

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

News

GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business ...

Opinion

Each year we at Carat write a trends presentation, looking at the themes we expect to become more prevalent and mainstream in the year to come.  You can find this year's presentation here, and listen to a webinar on the key trends for 2017 on 11 th January.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.

Article

This article examines the relationship between TV and digital in terms of how brands can best optimise their reach when allocating budget across the most efficient media partners.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

Article

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Article

This article argues that strategists must embrace an empirical, objective, and advisory role as technology provides greater insights and marketing capabilities..

Article

This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.

Article

This article explores the 4 key elements to delivering relevant advertising in the right context and at the right time.

Article

This article relates an interview with IKEA's director for media (US), Alia Kemet, who rejects the idea of siloing media in favour of a total space for consumer engagement.

Research Paper

This paper argues that the adoption of in-market measurement techniques, as exemplified by Delta Air Lines, is essential in order for brands to keep pace with a rapidly evolving marketing environment.