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The need to integrate multiple channels within a campaign is nothing new, but the explosion of media options in recent years has made integration strategy ever more complex. Research suggests that more effective campaigns tend to use more touchpoints, with different channels taking different roles in a campaign. Some advertisers now distinguish between paid, owned and earned media, and look for ways to make the three forms work together.

Key Reading

Important papers from across the Warc database

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.
Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.
IPA analysis reveals that it is the number of channels, not their integration, that delivers hard business success.
This article explains why the POE model of media planning requires a new measurement solution.
Why companies have to build a consistent brand that can travel and resonate across channels.

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 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.

Case Study

This case study describes how Macmillan Cancer Support, a cancer specialist support charity, appealed to new donors without alienating its older audience in the UK.

Case Study

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

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.
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Research Paper

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.


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


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.


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.

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.


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.
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  1. Article

    Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
  2. 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.

  3. Article

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

  4. Article

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

  5. Article

    This article provides marketers with information and guidance about attribution and marketing mix modelling.

  6. 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.

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