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Theories & ideas of media planning

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Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

LONDON: Cinema offers an unique opportunity to engage a captive audience who have paid to pay attention, delivering more positive experience than any other AV channel, a new WARC Best Practice paper argues.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Article

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

Article

This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.

Article

This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.

Research Paper

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

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.

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 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.