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Integration strategy

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Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

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.

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.

Article

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

Article

This event report looks at the evolution of comScore's cross-media measurement project.

Article

The event report covers insights and learnings from Kimberly-Clark's integrated marketing strategy in Asia.

Article

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.

Article

This event report addresses how Coke Zero – a low-calorie carbonated drink in Coca-Cola's portfolio – rolled out an innovative campaign seeking to drive consumer trial.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This event report looks at how beer brand Heineken is shifting more spending into digital as it seeks to achieve relevance of messaging in terms of person, location and timing of delivery.

Article

This article details how Burger King, the quick-service restaurant chain, used online video to help launch its Big King sandwich in Brazil.

Article

This article argues that marketers need to think of mobile as its own ecosystem and create bespoke solutions in terms of data, tactics and creative to succeed.

Article

This article offers practical guidance for developing a digital campaign strategy that targets an audience as they move across channels.

Article

This webinar from ESPN, the sports television network, reviews the cross-platform measurement tensions between big data and representative panels.

Article

This event report looks at the major challenges facing the market research industry as regards data collection and analysis in a fast-changing media landscape.

Article

This event report discusses how Mondelez International, the snacks giant, has enhanced its efforts to measure digital return on investment.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Research Paper

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.

Article

This event report explains how John Lewis, the department store chain, executed a connected media strategy for its 'Monty the Penguin' Christmas campaign in the UK.

Research Paper

This paper explains how Itaú Bank, the Brazilian bank, used an online community to understand how different types of communications work together, and how to use them for different objectives.

Article

This article explains how big data can help marketers use direct mail more effectively as part of an omnichannel strategy.

Article

This article explains how brands should optimise their websites and use search marketing to increase sales during the holiday period.