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Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

NEW YORK: The growth of digital tools and technologies will help make television advertising even more measurable going forwards, a new paper published in the Journal of Advertising Research (JAR) has argued.  Measuring Television in the ...

News

SINGAPORE: Brands can extract extra mileage from television commercials by adapting them to mobile video formats but should be aware the two formats require different creative strategies, a senior marketer at Facebook has said.

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.

News

LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Article

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Article

This event report looks at how MGM Resorts International shifted its online marketing towards video to increase its reach on Facebook and other social media.

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.

Case Study

This case study details how Interac, a non-profit interbank network, increased transactions during the holiday period in the Canadian market.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

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

Article

This event report outlines various findings from the "How Advertising Works" study produced by the Advertising Research Foundation (ARF).

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 ...

Article

This article considers the impact of audiences increasingly using social media while watching TV, and how social mentions and TV interact and affect each other's popularity.

Case Study

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

Case Study

This case study describes how Ovarian Cancer Canada, an ovarian cancer charity, increased donations and awareness through its Ladyballs campaign.

Case Study

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Case Study

This case study details how Diabetes UK, an awareness charity, increased its engagement with people through its 100 Things I Wish I'd Known about Diabetes campaign.