Running to stand still?

Roderick White

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning) - and the media research required to evaluate mixed media campaigns, non-traditional media vehicles and new communication concepts.

Running to Stand Still?

Roderick White

The changes that have taken place in the media and the ways in which people consume media over the past 10–15 years have been massive. This has put great pressure on media planners and on the research they need to plot a course through waters that seem increasingly murky – and that no longer match well-established and long-used charts.

Just reading the titles of the papers given at last June's WAM conference – a conference concerned solely with audience measurement – gives an idea of the scope for new knowledge and new ways of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands