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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

Fáilte Ireland: 9 years of selling Ice to Eskimos

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Waterwipes: How showing ineffectiveness proved to be dramatically effective for a plucky little Irish business

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Fáilte Ireland: Making Dublin click again with tourists.

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

safefood: Reaching the unreachable. Convincing the inconvincible. Persuading all sexually active women, not just those planning a family, to take folic acid daily.

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

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.

Warc webinar: How to use the 'people-data tsunami' for moments-based marketing

This webinar explores how the personal data economy is about to change and how marketers can adapt to and leverage the growing area of people-data.

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
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