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Key reading

Digital age

How to build long-term brand success in the digital age

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.

How to maximise ROI in digital marketing

This paper provides a best practice guide to boosting the return on investment of digital marketing.

Planning for digital media

What is digital media planning and how can marketers develop a successful digital campaign?
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A field guide to digital metrics

Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.

Warc adspend database: Digital

This tool allows you to build your own adspend datasets for individual channels, including digital media.


Latest case studies

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

EXIT-Deutschland: Nazis against Nazis - Germany's most involuntary charity walk

This case study demonstrates how ZDK Gesellschaft Demokratische Kultur, an anti-Nazi charity, utilised digital and social media to spread the news about the campaign and drum up donations to the cause.

No Somos Delito (We Are Not Crime): Holograms for freedom

This case study shows how No Somos Delito, a Spanish citizen rights organisation, highlighted the need to reform the nation's laws with an experiential campaign.

REI: #OptOutside

This case study describes a campaign by US retailer REI that encouraged people to spend time outdoors by closing its doors on the biggest shopping day of the year, Black Friday.

Latest articles

Connected Commerce 2016

This paper presents findings from DigitasLBI's connected commerce research in 2016, exploring device choice, multi-device behaviour, pre-purchase journeys, and the place of bricks and mortar retail in the context of digital media.

How Lockheed Martin used VR to revitalise its brand

This article explores the development and execution of Lockheed Martin's large-scale VR experience, in which a school bus was furnished so children could experience a virtual trip to Mars.

How Australia's marketers can navigate the Olympics

This article examines some of the strict legal requirements governing Australian brands with regards to marketing during the Olympic Games, and provides examples of the challenges and work-arounds brands have faced when trying to align with the event.

TV viewing in the internet age

This article seeks to understand the habits of linear TV users as online viewing moves through its infancy and into the mainstream.

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Monique Dolbin

Americas

Monique Dolbin
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Asia Pacific

Ed Pank
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asiapacific@warc.com