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Integration

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.
A guide to engaging consumers in a complex media landscape, by staying rooted in the real lives of the audience.
A guide to building a cross-channel, multiple-touchpoint media strategy
Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.
This article explains why the POE model of media planning requires a new measurement solution.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.
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Article

This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.

Article

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

Article

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

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.
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  1. Article

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

  2. Article

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

  3. 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.
  4. Article

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

  5. Article

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

  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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