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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

Organ Donation Scotland: #Take2Minutes - How social media made a difference to those waiting for a life-saving transplant

This article describes how Organ Donation Scotland created a targeted, social campaign to maintain healthy levels of registrations to the Organ Donor Register.

Chewbacca Mask Star Wars

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Grand McExtreme Topchef

This case study describes how food giant McDonald's moved away from the €1 battle going on in traditional media between the quick-service restaurants in Spain and created a multichannel piece of branded content to appeal to foodies.

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Latest articles

Internet Banking Design: Building an intuitive internet banking system based on customers' needs

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Ipsos Connect: how tech upends media and advertising

This event report outlines how marketers can adapt to the growing fusion of media, advertising and technology, based on insights from research firm Ipsos.

Understanding a Man’s Online World: Quality matters - inspirational, provocative, transformational insights from men’s world

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

How user-centred design helped Marie Curie address emotional needs

This event report details how Marie Curie, a terminal illness charity in the UK, reassessed its approach to digital to advertise the features of its hospices.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Ed Pank

Asia Pacific

Ed Pank
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asiapacific@warc.com